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Coin Laundry Owner Launches New Company for Custom Detergent

Jason Hicks |

TRAVERSE CITY, Mich. — Jim Legato, owner of Eastfield Laundry in Traverse City, Mich., has transformed his store’s homemade Selestial Soap into a new business selling the “all-natural” detergent.The detergent started out as part of an extra-profit experiment at Legato’s laundry. He had tried detergents from a variety of distributors and discount stores, but when he discovered that Ruth Smith, an employee at the store and now co-owner of Selestial Soap, had a formula for soap that her family had concocted to combat allergies, he decided to give it a try.“I was a bit skeptical at first, but I’m a gambler, so I said, ‘let’s try it,’” Legato says. “If someone can come up with a better idea to save a penny, I’m willing to listen. Plus it’s good for the environment. The future is going green.”Selestial Soap’s liquid laundry detergent contains all-natural ingredients — it’s hypoallergenic and non-toxic for the environment, and doesn’t contain phosphates, sodium laureth sulfate, perfumes or dyes, the company says.“Not all ‘natural’ products are the same,” says Smith. “Many still contain irritating ingredients, leave behind residue on fabrics or simply are not effective.”Selestial Soap’s motto is “Saving the Planet Within Your Budget.” A 50-ounce bottle of Selestial Soap retails for $6.99 while a 100-ounce bottle is $11.99. Both sizes are available individually and in cases. Five-gallon pails are also available for commercial applications.For more on Legato’s Eastfield Laundry, check out our previous story here. 

About the author

Jason Hicks

American Drycleaner

Jason Hicks was assistant editor for American Trade Magazines, which publishes American Coin-Op, American Drycleaner and American Laundry News, for more than nine years, and web editor for three years.

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