Sir Alan Beith, MP for Berwick upon Tweed, re-launched Johnsons Cleaners on Market Street as an eco-friendly GreenEarth store, following a £35,000 re-fit.

The move is part of a national £6million programme to convert 150 stores to GreenEarth technology by 2012.

The branch has re-opened as the only official GreenEarth cleaners in Alnwick, offering the latest eco-friendly cleaning technology.

Johnson Cleaners is the master licensor for GreenEarth in the UK. The technology is available for the same price as traditional dry cleaning but is proven to be kinder to clothes, skin and the environment. GreenEarth uses gentle liquid silicone cleaning solvents that come from naturally occurring sand and gives fabric a softer feel, with no tell-tale dry-cleaning smell.

Branch manager Susan Richardson has worked at Johnson Cleaners for seven years. She oversees a team of four staff.

She said: "It's fantastic we've been chosen to be an official Johnson Cleaners GreenEarth store. A lot of hard work has gone into refurbishing the branch and we've all received additional training on the benefits of using greener cleaning technology. It reflects really well on the commitment of our team."

Paul Ogle, managing director of Johnson Cleaners, said: "The re-launch of our Alnwick town centre store is part of a nationwide programme of transformation across our 506 branches and demonstrates our ongoing commitment to investing in the future of the business.

"Our customers are demanding more environmentally-friendly products and services and we take our responsibilities seriously – to our staff, customers and the environment."