NEW YORK – Reliable Corp., a professional ironing and fabric care manufacturer, is crossing over to the retail business with its first iron aimed at the consumer.

The Toronto, based company introduced the Digital Velocity V95 iron, which uses a tool professionals depend on – pressurized, dry steam – for easier ironing and fast results. Initially, the irons will be sold by Hammacher Schlemmer, e-commerce sites like allbrands.com and later other catalog companies and retailers. Reliable is currently negotiating its first infomercial as well.

While today’s consumers seem less inclined to iron, thanks to causal-dress offices and busy schedules, Reliable President Robert Kahn sees a niche for his business.

“We believe that those who do iron are looking for better tools to work with,” Kahn said. “People are tired of buying disposable products. Nothing we make is a gimmick. Every product has a connection to our heritage of making commercial grade fabric care products. Even our steam cleaners, which we don’t make for professional use, are made with stainless steel tanks instead of aluminum so they will last longer than conventional products.

“One of the reasons why North Americans have not followed Europeans in the world of fabric care is because we haven’t educated the consumer, and we haven’t provided the consumer with real alternatives that are easy to use and familiar looking,” Kahn added.

The company manufacturers products for fabric care, sewing and steam cleaning, including steam-station iron systems geared to the ironing enthusiast or home sewer market. Reliable makes a high end-ironing table with a retail price of $155.00. The company just patented an extension table that keeps tablecloths from falling off during ironing, which quilting enthusiasts would also appreciate.

Other products include a home ironing table with vacuum and blowing that aims to replicate a professional cleaning, for a manufacturers suggested retail price of $425.00, and a Digital Steam Press “for those who simply refuse to use an iron”. Suggested retail is $300.00. – Jennifer White