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Ben Jones joins Direct Machinery

Ben Jones has joined the Direct Machinery team as Vice President of Sales. Formerly a Sales Engineer for Kannegiesser, Ben comes with tremendous success in selling industrial laundry equipment over the last 7 years.

Previously, Ben was focused on selling industrial laundry systems including tunnel washers, large capacity dryers, industrial ironers, folders, boilers, lint filter systems, heat recovery systems and ancillary support components. 

At Direct Machinery, Ben will now have access to the best brands in the on-premise laundry market as well. This includes Milnor washers and dryers, Chicago feeders, folders and ironers, Fulton and Natco boilers, Unipress finishing equipment, Maytag, and many more.

“I’ve always enjoyed walking into a laundry, assessing needs, and helping a customer make intelligent, cost-effective decisions to improving their business. With Direct Machinery’s stellar product line, and great local factory-trained technicians, I have more options and solutions to provide. I am really looking forward to working with the amazing sales team at Direct and serving the best customers in the world,” said Mr. Jones.

For more information, or to become a valued customer of Direct Machinery, please call (516) 938-4300 or visit online at

DM joins Laundrylux

Direct Machinery sees bright future ahead

HICKSVILLE, NY, NOVEMBER 1, 2019 – Direct Machinery and Laundrylux have joined forces to bring the best possible resources to all laundry facilities throughout the five boroughs of New York City, Long Island, northern New Jersey and southern New York state.

Established in 1966 by Andrew Hirsch, Direct Machinery has grown to be one of the largest, most-respected laundry machinery dealers in the country. They distribute many of the most respected brands including Milnor, Chicago, Wascomat, ADC, Maytag, Natco, Colmac and Fulton. Founded in 1955, Laundrylux is the exclusive importer of Wascomat and Electrolux products in North America and is the largest integrated distributor of laundry equipment in the world.

Ron Hirsch, President of Direct Machinery and son of the founder, states “I’m proud to say this is a great partnership between Direct and Laundrylux which will allow us to increase our sales force and service staff, upgrade our internal systems, and take advantage of the many benefits affiliation with a larger organization can bring. It was imperative that our distribution of the Milnor and Chicago lines continue.”

Hirsch emphasizes “We value these manufacturers as the industry’s most progressive and reliable lines, and growing the industrial laundry business is our #1 priority. Both Jim Pellerin, owner of Pellerin Milnor, and Bruce Johnson, owner of Chicago Dryer, were supportive and excited by this new development, expecting it will accelerate Direct’s continued growth. We could not ask for a better outcome for our customers and ourselves.”

Jerry Foster, Director of Marketing at Direct Machinery says “our core products, our core focus, and our core beliefs will not change. We are, and will continue to be, one of the country’s top Milnor and Chicago dealers, serving commercial customers and on-premise laundries in hotels, motels and assisted living facilities. We will provide our customers with reliable products, knowledgeable sales engineers, talented and responsive service technicians, and fast parts availability. By joining the Laundrylux Distribution family, we are able to deliver even more to our valued clientele and future customers for many years to come.”

“Everyone in our company is incredibly excited about this new relationship that will blend the best of the best together,” Mr. Hirsch further stated. “What I am most excited about is that I can spend more time visiting our valued clients, helping them understand the industry’s new technology and new equipment, and showing how it can generate a fast return on investment. We can secure funding and incentives from different sources to help provide an even faster payback. We offer trade-in allowances toward new, innovative, energy-efficient equipment, and have implemented an in-house rebuilding program which provides cost-effective equipment options. The new opportunities are countless and what we have to offer is truly unique!”

Like Direct Machinery, Laundrylux is a privately-owned, third-generation, family-run company with a combined 115 years in business! Both companies know that in order to succeed in this industry, in the most competitive USA market, you must do your very best for every customer, and you need to treat them like family. This is why both companies have customers—and many employees—that have been with them for decades.


For more information, or to become a valued customer of Direct Machinery, please call (516) 938-4300 or visit online at

Direct Machinery Halloween 2019

Happy Halloween!

Once again our fabulous staff celebrates another Happy Halloween!
Thanks for the holiday cheer, Cathy, Joannie and Julie!

DM declared “Best of the Best”

June 1, 2019 – Clean Show, New Orleans, LA

At an awards breakfast at The Clean Show in New Orleans, Direct Machinery was recognized as the “Best Of The Best” by Chicago Dryer Company. This is the 5th time in the last 8 years that DM has received this prestigious award. Chicago Dryer manufactures flatwork finishing equipment for every on premise laundry, from small piece folders and tablecloth ironers, to large combination systems that feed, iron, fold and stack. Direct Machinery’s success reflects how well Chicago machines operate. Five-star hotels, hospitals and large laundry processing facilities all throughout the New York metropolitan area rely on Chicago products and Direct Machinery’s support. For more information, please contact Jerry Foster, DM’s Director of Marketing, at (516) 938-4300.

DM in Top 10 of Milnor Dealers

June 1, 2019 – Clean Show, New Orleans, LA

At a national awards ceremony, Direct Machinery was recognized as the Number 9 Milnor Dealer in Sales Volume for 2018–up from 12th place the year before! Milnor manufactures the most reliable, best engineered washer/extractors in the laundry industry. Direct Machinery’s success reflects how well made Milnor machines are, and how well they perform for facilities washing just a few hundred pounds of laundry a day to more than 15,000 pounds an hour or more. Five-star hotels throughout the New York metropolitan area as well as most major sports teams all rely on Milnor products and Direct Machinery’s support. For more information, please contact Jerry Foster, DM’s Director of Marketing, at (516) 938-4300.

DM #1 Boiler Dealer in New York Area

January 1, 2019 – Hicksville, NY

Once again Direct Machinery is recognized as the leader in boiler sales for Fulton Boiler for 2018. With so many laundry installations requiring reliable boilers, it’s really no surprise that Direct Machinery’s sales engineers and installation technicians are on top once again! For information on how we can help you with your boiler needs, please call us at (516) 938-4300

DM gets a Face Lift!


August 15, 2018 — Hicksville, NY

Things are really popping here at Direct Machinery — inside and out! While we were retooling our rebuild department we decided to spruce up our curbside appeal with a new awning. Don’t worry…for those of you that miss the old sign, I hid an “R” from the old sign in Ron’s office. Stop by any time and see if you can find it!

Jerry Foster
DM Marketing and a whole lot more

Another Hirsch joins our ranks!

August 6, 2018 – Hicksville, NY

Direct Machinery is happy to announce the latest addition to our sales force — Blayne Hirsch! The granddaughter of Andrew Hirsch, our founder, Blayne is ready to hit the bricks and serve our customers and prospects with the very best in product and laundry advice. With Blayne’s hire, Direct Machinery has become one of the few third-generation laundry businesses, joining the ranks of Milnor, Chicago Dryer, and Laundrylux. So if you are looking to make your laundry as efficient and as green as possible, call today and let Blayne show you how!

Ron Hirsch wins President’s Award

November 15, 2016 — Synergy, Pheonix, AZ

At the Synergy Awards Ceremony, Ron Hirsch received the President’s Award from both Milnor and Chicago Dryer.

Rick Kelly, Milnor’s VP of Sales said: “The Synergy President’s Award truly defines the Synergy concept. Chicago Dryer and Pellerin Milnor can point to this individual as one who strives to promote our companies as part of his own.  Ron Hirsch, of Direct Machinery, is always committed to doing what is best for the customer while endorsing the Milnor and Chicago products and solutions.”

Shown in photo (LtR): Bruce Johnson, President of Chicago Dryer, Ron Hirsch, President of Direct Machinery, Rick Kelly, VP Sales of Milnor.

DM Celebrates 50th Year!

June 23, 2016 – Hicksville, NY

On a sunny afternoon on June 23, 1966, Andrew Hirsch walked out of this office at Washex, crossed the street, and launched his own company, Direct Machinery. Since that day we have grown to be one of the most respected laundry equipment dealers in the New York tri-state area. With more than a dozen factory-trained service technicians and a staff of sales engineers, our sales, service and advice is second to none. Our clients include 5-star hotels, professional sports teams and mom-and-pop laundromats from Warren County to the Eastern tip of Long Island. Today we represent the best-made, most reliable equipment manufacturers including Milnor, Chicago Dryer, Maytag, Wascomat and others. With the addition of Blayne Hirsch, granddaughter of our founder, Direct Machinery has become a third generation, family-owned business.

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