Sometimes a name can cause problems, we use more than one name, the most common one being BRIGHTER HOMES which, unfortunately, is also used by a rogue shopfitting outfit, who never pay their hotel bills and don't have a Y/P presence, so we get regular calls from irate hotel managers.
We also use "clean'n'dry"
Quite honestly, the name, chem dry, does nothing for their marketing it was based heavily, on Bubbles and a cartoon character !!!
Be memorable, or stimulate interest !