Brimley's White Glove Chem-Dry

What Brimley's White Glove Chem-Dry does

Brimley's White Glove Chem-Dry is a privately held, family-owned carpet and upholstery cleaning franchise founded in 1995 and headquartered in Mesa, Arizona. The company is an independently owned and operated franchisee of Chem-Dry, the national cleaning brand, and serves residential and commercial customers across the Phoenix metropolitan area — covering 11 cities including Phoenix, Mesa, Gilbert, Chandler, Tempe, Scottsdale, Queen Creek, Glendale, Peoria, Apache Junction, and San Tan Valley. Its service portfolio spans carpet cleaning, upholstery and leather cleaning, tile and grout cleaning, area rug cleaning, pet odor and stain removal, wood floor cleaning, granite countertop renewal, allergen removal, dryer vent cleaning, and commercial cleaning.

The company's technical platform is Chem-Dry's proprietary Hot Carbonating Extraction (HCE) process, which uses carbonating bubbles to lift dirt and allergens from carpet fibers with approximately 80% less water than traditional steam cleaning, enabling a 2-hour dry time versus 1–2 days for steam. Cleaning is performed using The Natural®, Chem-Dry's branded cleaning solution that contains no soaps, detergents, or fragrances, and the pet-odor offering uses P.U.R.T.® (Pet Urine Removal Treatment), a proprietary chemistry that deactivates urine crystal and salt deposits. Independent lab testing cited by the company reports that the HCE process removes 98% of common non-living allergens (dust mite matter, pet dander).

Commercially, Brimley's operates a direct-to-consumer, quote-based, pay-as-you-go model: customers book by phone, SMS, or an online appointment form, and receive firm estimates with locked pricing before work begins. All technicians are uniformed, background-checked direct employees — no subcontractors — trained in home-protection protocols (corner guards, booties, mats). Marketing relies on neighborhood-specific SEO landing pages across the 11 service cities, a content blog, social channels (Facebook, Instagram), and a strong review footprint (1,000+ reviews at 4.8/5 on Google and 4.6/5 on Yelp, plus an A+ Better Business Bureau rating). The company has been recognized as Chem-Dry's National Franchise of the Year.

Name

Brimley's White Glove Chem-Dry

Legal name

Brimley's White Glove Chem-Dry

Website

https://whiteglovecarpet.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Brimley's White Glove Chem-Dry is a family-owned Chem-Dry franchise, founded in 1995 in Mesa, Arizona, providing residential and commercial carpet, upholstery, tile, and pet-odor cleaning across the Phoenix metro area using Chem-Dry's proprietary Hot Carbonating Extraction process.

Ownership category

akta.pro rank

Product category

Residential Carpet & Upholstery Cleaning Services

NAICS

Carpet and Upholstery Cleaning Services (56174), Carpet and Upholstery Cleaning Services (561740)

akta.pro primary industry

Carpet & Upholstery Stain & Odor Removal (Pet/Smoke/Mold) (HSAEAIAE)

akta.pro secondary industries

Deep Carpet, Rug & Upholstery Cleaning (HSAEABAD), Deep Odor Removal & Deodorization (Smoke/Pet/Ozone Treatments) (HSAEABAI)

Keywords

• Carpet cleaning services
• Upholstery cleaning services
• Pet odor removal
• Tile and grout cleaning
• Residential cleaning franchise

Headquarters

HQ city

Mesa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Residential Carpet Cleaning: Primary revenue stream from residential carpet cleaning services using Hot Carbonating Extraction. Services priced per room/job with firm estimates provided before work begins.
2. Upholstery and Furniture Cleaning: Upholstery cleaning services including leather cleaning, couch and sofa cleaning, and furniture refresh.
3. Tile and Stone Cleaning: Tile and grout cleaning services, including stone tile cleaning and polishing for granite countertops.
4. Specialty Services: Additional services including pet odor removal (P.U.R.T.), allergen removal, specialty stain removal (red wine, pet urine), area rug cleaning, wood floor cleaning, dryer vent cleaning, and commercial cleaning.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Brimley's White Glove Chem-Dry delivers residential and commercial carpet cleaning, upholstery cleaning, tile and grout cleaning, area rug cleaning, pet odor removal, and specialty stain removal services in the Phoenix, Arizona metropolitan area. Services are executed on-site at customer homes and businesses using Chem-Dry's proprietary Hot Carbonating Extraction method, which uses about 80% less water than steam cleaning and produces a 1–2 hour drying time. The Natural® cleaning solution (no soaps, detergents, or fragrances) and P.U.R.T.® pet urine treatment are used as part of the delivery.

Product overview

Brimley's White Glove Chem-Dry is a family-owned carpet and upholstery cleaning franchise serving the Phoenix, Arizona metro area since 1995. The company operates as a single unified service offering built around Chem-Dry's proprietary Hot Carbonating Extraction technology platform, which uses carbonating bubbles rather than harsh chemicals or excessive water. The core product portfolio centers on carpet cleaning, with related services including upholstery cleaning, tile & grout cleaning, and area rug cleaning as parallel offerings. Specialty add-on services include Pet Odor Removal using P.U.R.T.® treatment, Specialty Stain Removal (including pet urine and red wine), Allergen Removal, Granite Countertop Renewal, Wood Floor Cleaning, Leather Cleaning, Stone Tile Cleaning & Polishing, and Dryer Vent Cleaning. The company's key differentiator is its use of The Natural® cleaning solution and rapid 1-2 hour drying times enabled by the low-moisture Hot Carbonating Extraction process.

Differentiator

Problem solved

Functional benefit

Products and services

• Carpet Cleaning Professional deep cleaning of residential and commercial carpets using Hot Carbonating Extraction; uses about 80% less water than steam cleaning, dries in 1–2 hours, and removes non-living allergens via The Natural® cleaning solution. Priced per room/job with firm estimates.
• Upholstery Cleaning Professional on-site cleaning of household upholstered furniture using the gentle Hot Carbonating Extraction process, including leather and fabric couches and sofas.
• Leather Cleaning Specialized cleaning service for leather furniture and furnishings, performed using techniques appropriate to leather surfaces.
• Couch & Sofa Cleaning Cleaning of upholstered couches and sofas using the Hot Carbonating Extraction method to lift dirt without excessive water or harsh chemicals.
• Tile & Grout Cleaning Deep cleaning service for ceramic tile floors and grout lines to remove years of embedded buildup and restore the original appearance of tiled surfaces.
• Stone Tile Cleaning & Polishing Professional cleaning and polishing service for natural stone tile surfaces and granite countertops to restore shine and appearance.
• Area Rug Cleaning Specialized cleaning of area rugs using techniques appropriate to different rug materials and styles, performed on-site.
• Pet Odor Removal (P.U.R.T.®) Proprietary pet urine treatment (P.U.R.T.®) that permanently deactivates urine crystal and salt deposits to eliminate pet odors at the source instead of masking them; targeted at homes with pets.
• Commercial Cleaning Professional carpet and floor cleaning services for commercial properties and businesses in the Phoenix metro area, using the same Hot Carbonating Extraction process to minimize disruption and drying time.
• Specialty Stain Removal Targeted stain removal service for difficult, specific stain types on carpets and upholstery, including pet urine stains and red wine stains.
• Pet Urine Stain Cleaning Specialized stain removal service targeting pet urine stains on carpets and upholstery, complementing the P.U.R.T.® odor removal treatment.
• Red Wine Stain Removal Targeted stain removal service for red wine stains on carpets, area rugs, and upholstery.
• Wood Floor Cleaning Cleaning service designed specifically for wood floor surfaces, using methods appropriate to wood flooring.
• Granite Countertop Renewal Cleaning and renewal service for granite countertop surfaces to restore their appearance.
• Allergen Removal Treatment designed to reduce non-living allergens such as dust mite matter and pet dander from carpets and upholstery as part of the cleaning service.
• Dryer Vent Cleaning Cleaning service for dryer vents to improve dryer efficiency and reduce fire safety risk in homes.

Quantifiable outcome

• Dries in 2 hours (vs 1-2 days for steam cleaning)
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Chem-Dry CorporatecoreStrategic or Co-development PartnerBrimley's White Glove is an independently owned and operated Chem-Dry franchisee. Receives proprietary Hot Carbonating Extraction technology, The Natural cleaning solution, P.U.R.T. treatment system, marketing support, brand recognition, and operational systems. Operates under Chem-Dry brand with franchise rights for the Phoenix metro service area.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stanley Steemer: Stanley Steemer is the largest direct competitor in residential carpet and upholstery cleaning in the US, offering similar services including pet odor treatment, tile cleaning, and water damage restoration. It competes with Brimley's on the same Phoenix-area customers with comparable service breadth and franchise-style delivery.
• Chem-Dry (parent franchise): Chem-Dry is the franchisor of Brimley's and operates the broader franchise network of Hot Carbonating Extraction carpet cleaners nationwide. It is directly comparable as the source of the proprietary HCE process, P.U.R.T. treatment, and 'The Natural' cleaning solution that Brimley's uses.
• Oxi Fresh Carpet Cleaning: Oxi Fresh is a national franchise carpet cleaning brand that uses a low-moisture, oxygenated cleaning method similar in positioning to Chem-Dry's HCE. It directly competes for residential customers seeking fast-drying, eco-friendly carpet cleaning and competes on similar price points and service categories.
• Zerorez: Zerorez is a carpet cleaning franchise that markets a 'no-residue, no-soap' cleaning platform similar to Chem-Dry's 'The Natural' approach. It targets the same eco-conscious, fast-dry-time customer base and competes head-to-head for residential cleaning contracts in metros across the Southwest.
• COIT Cleaning & Restoration: COIT is a national carpet, upholstery, tile, and air duct cleaning franchise with a long history of serving residential and commercial customers. It overlaps with Brimley's core carpet and specialty cleaning services and competes for the same Phoenix-area customer base.
• Heaven's Best Carpet Cleaning: Heaven's Best is a low-moisture carpet cleaning franchise that uses a similar dry-in-1-hour positioning to Chem-Dry HCE. It serves residential customers across multiple states and competes with Brimley's on quick-dry convenience and pet-friendly cleaning.

Broad incumbents

• ServiceMaster Clean: ServiceMaster Clean is a large national cleaning services brand offering carpet, upholstery, and commercial janitorial services as part of a broader portfolio. It is comparable to Brimley's on residential carpet cleaning but operates at much larger scale across multiple service categories including disaster restoration.
• Rainbow International Restoration: Rainbow International is a Neighborly company brand offering carpet cleaning and restoration services through a national franchise network. It overlaps with Brimley's on carpet and upholstery cleaning but adds fire/water restoration capabilities, competing for both residential and commercial accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CarpetCleaningAZ
• Instagraminstagram.com/brimleyscarpetcare
• LinkedInlinkedin.com/company/brimleyscarpetcare

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brimley's White Glove Chem-Dry