Any other business
Dyson hits new heights in Asian market as it launches new product
2 min read
31 March 2015
Engineering business Dyson is proving popular in Asia, with record sales in China and projected double-digit growth in South Korea for this year.
New figures from the company, corresponding with the launch of its new Pure Cool purifier fan specifically designed for the Asian market, revealed that in the first quarter of 2015 Dyson sold a record number of cordless machines in China – already half the number sold in the whole of 2014.
Dyson, led by entrepreneur James Dyson, said its product range was “proving a recipe for success in a market that increasingly wants the best technology”.
China, where its products are sold in 200 stores across 45 cities, is Dyson’s fastest growing market – having tripled the size of its business in 2014.
Overall in Asia, Dyson is market leader by value and volume in the Japanese floor care market – with leadership positions also in Taiwan, Singapore and Hong Kong. Overall, floor care volumes in Asia this year are up 141 per cent, while Taiwanese sales are up almost 250 per cent in January thanks to the launch of the Dyson Fluffy vacuum cleaner ahead of the Chinese New Year.
The business also doubled its business in South Korea in 2014 and “will be going for double again” in 2015.
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The group revealed its new Pure Cool purifier fan will only be available in Japan and China from this April. It claims to remove almost 100 per cent of potentially harmful ultra-fine particles from household air trapping them in a filter and “projecting cleaner, purified air around the room evenly and quietly”.
Dyson explained: “There is more to air than meets the eye. Dyson engineers focused on capturing ultra-fine particles as small as 0.1 microns. It means we can capture 99.95 per cent of particles.”
Dyson said it had already hired over 50 new members to its team so far this year, and hopes to have another 70 on board by the middle of this year. Over the last four years the group has taken on over 1,000 new engineers – taking it to a total of 2,000 engineers and scientists.