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November 17, 2025
GREEN BAY – Lindeman’s Cleaning – a Green Bay business with more than 70 years of service – is entering a new chapter under new ownership, with all four locations now operating as part of the Martinizing Cleaners network.
The hometown connection, however, remains as the new owners – Cory and Trisha Spice – are lifelong Northeast Wisconsin residents.
A strong foundation
As a CPA, who has also held the titles of chief financial officer and president of The Rennes Group – a senior living organization that operates 12 senior living facilities in the area – Cory said he brings extensive experience in finance and leadership to the business.
He said he has also served on several boards, including Brown County United Way, MyTeam Triumph, Bellin College of Nursing and Peshtigo National Bank.
Cory said he expanded his business ventures in 2020 by partnering with a friend to acquire Wisconsin Document Imaging, an office technology company.
“We grew that for five years, and my partner, at that point, decided to retire, so I had a decision to make,” he said. “I could either buy him out, or we could take an offer that was on the table, so we sold the company in 2024 to an organization called Metro Sales out of Minnesota.”
Cory said the business continues to operate in De Pere.
This blend of local roots and business experience, he said, helped set the stage for their vision for Martinizing Cleaners.
Keeping local, local
Earlier this year, Cory said he learned Lindeman’s was seeking a buyer.
“I’m very familiar with Lindeman’s, because I’ve used their services for quite a few years,” he said. “They have a great reputation. I started looking into it, talked it over with my wife and we ended up pulling the trigger on it.”
Part of his interest in Lindeman’s, Cory said, was the strong, hometown roots the business has in Green Bay.
“I love small, local businesses,” he said. “These businesses give back to their communities. We live in a great place here in Northeast Wisconsin, so I love that aspect of it.”
Trisha said she was equally motivated by a desire to support hometown businesses.
“Our family is grateful to call this community home,” she said. “This is more than just dry cleaning – this is giving people back valuable time, supporting local growth and investing in the place we love.”
Cory said he also missed the camaraderie of working with a team and being part of a close-knit group.
“So, knowing Lindeman’s was such a great company and was a locally owned business, it was very important to me and attractive to me to try to keep that business local,” he said.
Last spring, Cory said the owner of Lindeman’s sold the business’s four locations to Clean Brands, which had acquired the Martinizing chain in 2021.
Around the same time, he said Clean Brands also purchased another Green Bay store that was already operating as a Martinizing Cleaners franchise.
Cory said these five locations were then packaged for sale to them as franchises.
Environmentally friendly focus
Cory said he and Tricia were drawn to Martinizing Cleaners’ environmentally friendly focus.
Founded in Buffalo, New York, in 1949 – per martinizing.com – Chemist Henry Martin developed a solvent that enabled a much faster cleaning process, inspiring the company’s longtime “One Hour Martinizing” branding.
Today, per the website, there are more than 350 Martinizing Cleaners locations across six countries.
“They use GreenEarth Cleaning technology, which doesn’t use the nasty chemicals typically found in the dry cleaning industry,” Cory said. “GreenEarth is absolutely the best out there in terms of a non-toxic, environmentally friendly cleaning solution. My wife was very excited about that aspect of it, because our daughter has extremely sensitive skin, so this is an issue that’s important to us.”
Learning the ropes
The Spiceses said they understand the concern a name change might bring to a business’s longtime customers.
“They may think, ‘Oh, is something going to change?’” Cory said.
But with the previous owner, Dennis Schmitt, guiding them, the new owners said they are learning the ropes while keeping the Lindeman’s legacy alive.
“He is outstanding in terms of teaching,” Cory said. “The guy is an expert spotter. He can get out any kind of spot on any kind of fabric. He’s been gracious enough to stay on and help on a part-time basis and help me learn the industry and train the team.”
Though they are the new owners, Cory said Lindeman’s entire leadership team has remained, so people will see familiar faces when going to get their clothes cleaned.
“I love the fact we have the same people, because I’m learning from all of them as well,” he said. “I’ve got a big business background, but I’m new to the industry, and I want to make sure the quality stays as high as it has been. That’s really important to me – that people feel value in what they’re paying for.”
The husband-wife duo said it’s been a fast-paced learning experience for them, full of unexpected twists as they navigate their new business.
For example, Cory said he learned early on that the person behind the counter is not just a person behind a counter.
“There’s a lot of detail that goes into every garment that comes in – the person [behind the counter] needs to know every type of garment, every type of fabric, every type of stain and the different, intricate ways to clean them,” he said. “What has to be laundered versus dry cleaned? Some items can be pressed, others not at all. Before I owned the company, I had no idea about these complexities.”
In addition to the new GreenEarth technology, Cory said customers will see upgrades to each location, including new floors, new lights and new paint, as well as a new emphasis on all of the services the business provides.
“People know us for the dry cleaning side of things, especially for business clothes,” he said. “They know us for alterations – we have a full-time alteration staff. They know us for wedding gowns. We are very popular in the area for the preservation of wedding gowns.”
Along with dry cleaning, Cory said all locations provide leather cleaning, wedding gown cleaning, shoe repair and cleaning, wedding gown preservation and comforter and rug cleaning.
“[I don’t think many people are] aware of the fact that we do delivery – pick up and delivery,” he said. “We’ll come straight to the house or place of employment – and for a cost that’s less than you can get on DoorDash. I know I was not aware of that as a customer, so we’re going to get the word out [on those services].”
Another lesser-known service offered at Martinizing Cleaners of Green Bay – and one the Spices said they plan to expand – is wash-and-fold laundry by the pound.
“We will pick up their laundry and get it back to them in a couple of days,” Cory said. “Obviously, we’re all busy with careers, running kids around and other demands on our time. If you can buy a little of your time back, I think a lot of people are going to be interested in that.”
Carrying forward a legacy
Continuing Lindeman’s legacy of giving back, Cory said the business recently sponsored the Salvation Army’s Coats for Kids campaign and has a holiday food drive planned.
These are just some aspects of the Lindeman legacy the Spiceses said they plan to continue.
“We’re going to try to keep growing and uphold the reputation that Lindeman’s has built,” he said. “We’re essentially the same team – just a different name.”
Cory said they are proud to carry forward the 70-plus-year legacy many customers have grown to love.
“We’re thrilled to carry forward that legacy while strengthening it with the power and reputation of the Martinizing brand, and at the same time embracing the future of garment care with modern, eco-friendly solutions,” he said.
The five Martinizing Cleaners of Green Bay locations include:
- 1233 South Military Ave. in Green Bay
- 1231 S. Monroe Ave. in Green Bay
- 1620 Lime Kiln Road in Green Bay
- 705 Cardinal Lane in Howard
- 900 George St. in De Pere
