Membership History

Full Member
Joined 1997

Company Overview

Safeclean boasts a UK-wide network franchisees, coupled with over 50 years of creating successful businesses. We are a leading professional carpet and upholstery cleaning services company in the UK, operating in both domestic and commercial sectors.

Our parent company, Guardsman, is a global business that provides furniture protection plans to over 2 million households across the UK. Our Safeclean franchisees provide spot and stain removal for those plans whilst also operating their own cleaning franchise.

Franchise Overview

Safeclean is one of the longest established franchises in the UK, having operated for over 50 years, and are a proud member of the bfa.

Our vast experience and expertise have enabled us to become one of the most highly skilful companies for professional carpet & upholstery cleaning. From overall upholstery cleaning to stain removal and protection, we can offer a range of services to revitalise your carpets and furnishings. We can provide deep cleans, remove stubborn stains, such as red wine, and even apply a protection treatment which prevents stains getting deep into the fibres of your fabric.

We also aim to enhance the healthiness of your home by providing an allergy treatment (perfect for anyone who suffers from allergies or keeps pets) and a deodorisation and sanitisation service.

Our full range of services are:

  • Carpet Cleaning
  • Upholstery Cleaning
  • Mattress Cleaning
  • Curtain Cleaning
  • Stain removal
  • Hard Floor Cleaning & Maintenance
  • Protection treatments for Carpet & Upholstery
  • Allergy treatments
  • Deodorisation and sanitisation services
  • Infection Control


We provide 3 weeks of comprehensive training at our Head Office & in the field with another franchisee before you go out on the road, but it doesn’t stop there. You’ll get ongoing, on-the-job training whilst having support and mentoring from both Head Office and your network of franchisees.

The training will cover the practical elements needed, including carpet and fabric cleaning, but you’ll also get training and support for business development and building your marketing strategy.

Daily Life of a franchisee

A day in the life of a Safeclean franchisee can be very varied. You’ll be working on a wide variety of jobs in different surroundings, with the opportunity to meet lots of different people.

Depending on whether you’re running your Safeclean business as a management franchise or as a sole trader, your tasks will be a combination of the physical upholstery care, taking and making sales calls and general business management/development. This makes for a varied diary that allows you to plan your business to fit in with your life.

Russ Vernon

Russ Vernon had over twenty years of experience in sales and marketing in the packaging and motor industries when he decided to become a Safeclean by Guardsman franchisee. He had previously worked at senior management and director level, but a desire to work for himself led him to consider franchising. He thought that running a franchise would suit him because it uses the expertise of others and is a cheaper way to start up a business.

Russ decided on a Safeclean franchise as it had few overheads, a proven record and good cash flow. He enlisted the help of his wife, Carol, who manages the administration and finance.

“The support from head office has really helped us to get the business established, and also keep going, as Safeclean offer ongoing training and support,” comments Russ. “The support is excellent and always available.”

Russ began running his Safeclean business in 2007 and says that the experience has been hectic, but enjoyable! After his first year he expanded rapidly, taking on new technicians to help with the demand for work. Despite Russ's immediate success, he sees even bigger things ahead.

His advice to potential franchisees? “Don't give up. Sometimes good things take a while to mature!”

Martin Davenport

Martin Davenport used to work in the IT industry, but he felt that his life had become too pressurised and began looking for an alternative. "I wanted a change, with a chance to control my own destiny," Martin said. "Franchising seemed to offer the best opportunity to achieve this."

After doing research on the internet and in franchising magazines, Martin decided on a Safeclean by Guardsman franchise. He explains: "Safeclean gave what I considered to be an honest opinion of what was involved, especially when compared to other initial enquiries - I believed they could deliver what they were promising if I followed their advice."

As one of the longest-established franchises in the UK, Safeclean by Guardsman has been operating for over 50 years and was a founder member of the British Franchising Association – so has lots of experience and knowhow to help build a successful business.

Safeclean benefits from the link with Guardsman, who offer services and products dedicated to the protection, care and repair of fabric, leather and wood furnishings. Guardsman provides Protection Plans to furniture retailers and it is the Safeclean by Guardsman franchisees who exclusively provide the upholstery spot and stain removal service for those plans. This means that from day one Guardsman can guarantee a source of business.

Now with a firm business established, Martin couldn't be happier with his Safeclean franchise. "Ever since starting I’ve really enjoyed the Safeclean franchise; its hard work, but rewarding, and I get the opportunity to meet new people every day."

Since its inception in 1965 the aim for Safeclean has always been to be regarded and known as the “Best of the Best”. One of the ways we can achieve this is for our franchisees to regularly attend new and refresher training courses, and to value the impact it will have on their business as well as the Safeclean brand. And in 2019, Martin was awarded The Safeclean Commitment to Training award.

John Joaniddes

Since John joined Safeclean in 2001 he has grown his franchise into a thriving business. Coming from the building trade and being used to lots of physical work, John knew when considering a new career, he wouldn’t be suited to an office job.

He needed a job that wasn’t reliant on good weather conditions so decided to investigate jobs that would allow him to still be hands-on but have better working conditions whilst being his own boss. After some thought into franchising, he decided it was Safeclean that stood out from the crowd with their professionalism, support and product quality.

Now having run his business for over 20 years, when asked what gives him the greatest sense of achievement, John says: “It’s every time the phone rings because I know then I’m marketing my business well and reaching the right people.

“The physical cleaning itself is the easy part but making your cleaning services known to the general public isn’t as easy. I genuinely enjoy the physical work but it’s mostly about going to meet new customers and being welcomed warmly into their homes, this brings great job satisfaction.

“I know my successes have come from hard work and being committed to put the hours in, so if asked whether I would recommend franchising I would say ‘yes, it’s worthwhile’, but your business is what you make it, and hard work pays off.

At this years 2022 national conference, John received a Special Recognition award.

Over the years John has built a very solid business. He offers an exemplary service, and we never hear of any complaints or even a bad comment about him. He just gets on with the job and completes the work – if he is ever unable to work, he calls us in advance and lets us know so none of his customers are ever let down. His communication with head office is brilliant. John always makes himself available to have a chat and catch up.

Looking towards the future, he adds: “My aspirations for this year are to continue to grow my business and continue to provide a high-quality clean.”

Geraint Williams

With over 50 years’ of franchising experience, Safeclean by Guardsman is proud to be one of the longest-standing franchises in the UK, with years of industry experience and knowledge including being a founder member of the BFA. While some have come and gone over the years, one franchisee has loved and thrived on the success of his Safeclean franchise so much, that he’s still there 40 years later!

Geraint Williams is one of Safeclean’s longest serving franchisees, having started his franchise on the 1st of May 1982. He invested in the franchise through the Safeclean founder, Desmond Cook.

“I wrote to the BFA for a list of franchises in my price range and Safeclean was one of them,” remembers Geraint. “I liked Safeclean immediately because I bonded so well with the owner. He was personable and interviewed me whilst he was working; it was that dedication to the business that initially inspired me.

“Once I started, I took to the business like a duck to water. To think now that I run a business of three cleaning technicians on the road, I am proud to have grown it to the business it is today, allowing me and my family to enjoy long periods of stability and to develop the sense that our future lies in our own hands.”

When asked about the best change that has come in his 40 years of owning a Safeclean franchise, Geraint says that it is the modernisation of the systems and constant innovation. “When I first started, we’d literally be cleaning on our hands and knees. I loved it at the time, and it was never as bad as people thought, but sooner or later, you’re going to wear your body out. Now the home cleaning system has been fully mechanised and the chemicals we use are the most effective they have ever been.”

As is evident from the length of his ownership of the franchise, it has provided long term security to Geraint and his family. “Over the years, many people have asked me whether I should set up on my own, but with the support from the franchise networks and the knowledge and experience the franchise team have, they have helped me build the business to where it is today. I really don’t think it would have been the same without them.”

Geraint’s success has gone from strength to strength and is still receiving recognition for his business. At the 2019 conference Geraint picked up the award for Marketing Excellence as he is still as committed and determined effort to market and promote their Safeclean franchise. He regularly attends social media training courses and sets himself goals to understand modern promotional techniques to supplement the traditional methods he has been using since he started his business.

Geraint quoted “it is my accomplishment in winning this award in 2019 which reflects my greatest achievement for this year.”

As for the future, well Geraint only sees one thing: “To drive the business even further forward, increasing the customer base by constantly improving the service.”

Safeclean congratulates Geraint on his hard work and support to the franchise over the past year and hope he still enjoys and thrives on the Safeclean franchise over many more years to come!


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