An Acton dry cleaning company has installed two 'revolutionary' washing machines which are virtually water free.

The Xeros appliances have been installed at White Rose Laundries and use polymer beads to gently agitate stain and soil from textile surfaces. It means that typically 70 per cent less water, 50 per cent less energy and 50 per cent less detergent is required and the beads are resilient enough to be used for hundreds of washes.

Ejaz Osmani, managing director of White Rose Laundries, said: "The machines are already proving highly beneficial to us. On top of their other benefits, they mean we don’t have to separate most colours, as the beads absorb stray dyes, and the gentler cleaning action and lower temperatures mean our customers’ clothes stay new for longer. We have already noticed the clothes smell fresher and shirts are easier to finish with less touching up required."

Family-owned White Rose Laundries was established in 1972 and has three London retail outlets. Its clients include London hotels, clinics, law firms and financial institutions, and the average length of its trading relationships is 15 years.

Xeros says it is manufacturing and marketing the first genuine innovation in laundering for 60 years. Based near Sheffield, the company says there is significant and rapidly-rising interest in its products, not just in the UK but the US and other countries too.

Andy Hewitt, commercial director, Xeros, said; “We’re delighted White Rose Laundries are now using our machines and not surprised their early impressions of them are so positive. We have no doubt washing clothes the Xeros way will become the norm in their industry in the future, as conserving water is something we should all be looking to do, as well as using our energy resources efficiently. Our systems also deliver great clothing and fabric care, with better cost control, plus less waste.”