The Electrodry Story

Over 40 years ago, Paul Burchell was working at a large accounting firm in Sydney when he felt the pull to do something different. He left the corporate world behind and started a small cleaning business focused on hotels. After relocating his family to Newcastle, Paul launched one of Australia’s first carpet steam cleaning companies—Monster Magic.

Monster Magic quickly became a local name, thanks to TV ads featuring Paul grinding mud into his mother-in-law’s carpet (yes, really) and then cleaning it to perfection. It was simple, bold marketing—and it worked.

In 1983, Paul sold Monster Magic and founded Electrodry. He set out to create a better way to clean carpets—one that didn’t leave them soaked for hours—and teamed up with chemists in the United States to develop a dry-cleaning process unlike anything else in the industry.

The result? A unique cleaning method that uses a combination of acidic and alkaline solutions, along with heat, to break down stains and lift out the oils that trap dirt in the fibres. The solvents evaporate completely, leaving behind no sticky or chemical residue. No soggy carpets, no heavy equipment, and no mess—just a deep, effective clean.

That commitment to creating a “super clean” shaped not only the service, but also the brand. Inspired by superhero themes, Electrodry’s early branding drew from the colours and confidence of Superman—something that still echoes in the brand today.

Electrodry went on to become one of Australia’s first major cleaning franchises, growing to over 140 franchisees nationwide. Today, Electrodry takes over 7,000 calls a week, with a team of 35 people handling customer enquiries from the Wallsend head office in Newcastle—where it all began.

Paul’s sons are now part of the business, and the company continues to innovate. What started as a better way to clean carpets has grown into a full suite of specialised services, including air conditioner, mattress, mould, leather, tile and grout, and upholstery cleaning. Electrodry also offers emergency carpet restoration, and all services are backed by a 14-day satisfaction guarantee.

With decades of experience and a focus on continual improvement, Electrodry is proud to be a leader in the Australian cleaning industry.