2025 Best Canadian Plant Competition

Some companies specialize in a particular segment of the market, while others cast their net wider. Crouse’s Cleaners in Grande Prairie, AB is one of the latter. They do everything from delicate personal garments to oily coveralls, and they do it all with a smile.

Owners and siblings David and Kathleen Crouse run the business, which began in 1979. It grew to three small locations and then merged them all into one full-service plant eight years later. Today, they have 20 employees.

Equipped to serve

Because they do a variety of types of cleaning, the range of equipment is designed to meet different needs.

“We operate a fully equipped facility that combines traditional dry cleaning with modern, sustainable technology to meet a wide range of garment care needs,” David said.

“We have four dry cleaning machines:

• Two dedicated to retail dry cleaning:
  • A 60 lb Union machine using K4 solvent
  • A 40 lb Firbimatic machine using Hydrocarbon solvent
• Two dedicated to industrial dry cleaning, including a 165 lb Union machine running K4 solvent — one of the first of its kind installed in North America. This machine was added in August 2021 as part of our ongoing commitment to adopting more sustainable cleaning methods.

In terms of laundry and wet cleaning capacity, we have:

• 11 washers and 12 dryers of various sizes. This includes two Miele wet cleaning machines and a Miele steam dryer.

For shirt finishing, we use a single-buck Sankosha shirt machine, which consistently delivers high-quality results — it’s a staff favourite!

We use Kreussler detergents throughout our entire operation — in dry cleaning, wet cleaning, and traditional laundry — ensuring consistent quality and care across all processes.

Our mix of high-performance equipment, sustainable solvents, and premium detergents allows us to offer a wide range of garment care services while maintaining high standards for quality.”

What sets them apart

Every company has its own distinct personality. We asked David Crouse what sets Crouse’s apart.

“Our plant is special because it’s built on the foundation of a three-generation family legacy that began in 1979, when Mel and Bea Crouse opened their first dry cleaning business in Grande Prairie,” he said. “In 1987, they consolidated into a single location, and over the years, all five of their children worked in the business. Their son Merv took over in 1994, and after his sudden passing in 2008, his wife Dawn Marie and their children, David and Kathleen stepped in to carry the legacy forward.

“What makes us stand out is the breadth and depth of our services. We offer all the traditional dry cleaning and laundry services you’d expect — including professional garment care, wash-and-fold laundry, and household item cleaning like comforters, duvets, drapes, and wedding gown preservation. But we also operate a large industrial department that specializes in cleaning and repairing coveralls and workwear, serving a wide range of clients in resource-based industries.

“We’re deeply committed to building a positive, values-driven culture. Our company operates on a Culture Value Statement centered on respect — for our customers, our coworkers, our company, and our community. We strive for this to be reflected in everything we do.

“One of our proudest long-standing initiatives is the Merv Crouse Coats for Kids program, which we’ve supported since 1991. Each year, we collect and clean gently used winter wear and partner with a local organization to distribute these items to those in need.

“Safety is also a key pillar of our operation. We maintain a strong culture of safety and complete our COR Certification annually through an external audit process.

“Finally, we believe in investing in our team. We work weekly with a business coach, prioritize professional development, and encourage our staff to grow through training and industry involvement. Our team participates in programs such as DLI, CFA, Dale Carnegie, and The Clean Show, and we’re members of Methods for Management and the Association of Wedding Gown Specialists.

“Our combination of history, innovation, community focus, and dedication to team development is what truly sets our plant apart.”

Getting the word out

Marketing avenues abound today, and Crouse’s takes advantage of the ones that make the most sense for them and their customers/potential customers.

“We follow a strategic marketing calendar that highlights specific services during their peak seasons, allowing us to promote the right message at the right time,” David said. “Our approach includes a mix of traditional and digital marketing. Listed are just a few of the ways we market our business:

• Outdoor Advertising: We run monthly ads on two digital billboards in high-traffic areas.
• Radio: We maintain a consistent presence across four local radio stations to stay top of mind within the community.
• Social Media: We actively engage with our audience on Facebook, Instagram, and LinkedIn, sharing updates and educational content.
• Website: We treat our website as the digital storefront of our business — ensuring it’s always current, visually appealing, and user-friendly.
• Brand Visibility: Our wrapped van serves as a moving billboard, and our logo-branded VIP bags and poly packaging help reinforce brand recognition with every customer interaction.

This multi-channel approach helps us stay visible, connect with our community, and build trust through consistency and professionalism.”

Customer applause

It’s not just what a company thinks of its own success and ability that counts, of course. The real proof is in the opinions of customers. We asked David if he had any examples of customer feedback.

“We have a 4.7 rating on Google with 157 reviews,” he said. Below are a few of the reviews:

• Place is awesome. I drop off my work stuff and it’s ready the next day! People are friendly and haven’t lost or mixed up my stuff once, and I’ve been going there 3yrs now. Impressive actually. – Bryan T.
• I love this place. They are kind and they do a great job. I love the drive thru service. – Bishop W.
• As I’m on the road most of the year, Crouse’s has always been diligent, polite, and responsive to all my needs personal cleaning and professional. They are my preferred cleaners. – Troy G.

Challenges overcome

Every business goes through ups and downs—some of the downs are enough to close the doors if not managed carefully. Crouse’s has taken blows and still kept going.

David said, “One of the most significant challenges we faced was in 2008, when Merv, our second-generation owner, passed away unexpectedly. It was a difficult time both personally and professionally. Fortunately, his wife Dawn Marie, sister Charlotte, and my sister Kathleen and I were all actively involved in the business and were able to step into leadership roles to keep the company moving forward. Our family’s commitment, along with the rest of the team at that time, made it possible to navigate that period of uncertainty and ensured the continuity of the business.

“Another ongoing challenge has been operating in Grande Prairie, AB, which is often described as a boom-and-bust city because it has strong ties to resource-based industries. This unique environment has required us to become highly adaptable, responding quickly to both sharp increases and sudden decreases in volume. Over the years, we’ve learned to pivot effectively, manage change, and remain resilient in the face of unpredictable market conditions.”

Future plans

David is upbeat about the long view of the company. “Our goal is to become a trusted household resource for garment care and laundry solutions. We want to make life easier for our customers by meeting all of their cleaning needs — from professional clothing and everyday laundry to comforters and work gear.

“To achieve this, we plan to continue to expand awareness of our services through targeted marketing and customer education, while providing reliable and high-quality service. By building strong relationships with our customers and helping them see the value we offer, we believe we can grow both the range and reach of our services.

“While it’s true that the dry cleaning industry is facing a long-term decline, we see this as an opportunity to evolve. Our focus is on solving our customers’ garment care and laundry challenges with convenient solutions — helping them save time and get more out of their day.”

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