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High-profile brand eyes bricks-and-mortar growth


Dyson, the consumer electronics brand best known for it pricey vacuum cleaners, has opened a store in the heart of London’s main shopping district.

The sleek, futuristic-looking store, on Oxford Street, is designed to allow shoppers to see and test Dyson’s complete line of vacuum cleaners, fans, heaters, humidifiers and other products, with some 65 items on display. It also has 64 different dust/dirt samples and four floor surfaces available on which customers can to test vacuum cleaners.

In addition, the store features a salon-like space where shoppers can have their hair dried and styled with the company’s latest invention: the “Supersonic” hairdryer.

Dyson has previously opened stores in a couple of cities, including Tokyo. But the London location (referred to as “Dyson Demo” by the company) is its most ambitious bricks-and-mortar outing to date. The company is also looking at locations in New York, San Francisco and other areas, The Telegraph reported.

“We think it’s important that people can experience our technology, can see and understand the inside of our technology,” Dyson CEO Max Conze said in the report. “Our products have to be so good that if you try it you intuitively understand it.”

Click here to see photos of the store.
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