Philips rolls out vacuum cleaner range

Philips Electronics’ domestic appliances and personal care division is planning to re-enter the UK vacuum cleaner market after an absence of six years.

The new range of Philips vacuum cleaners – called the Specialists – will be launched this month to independent retailers and department stores, and will be available in high street stores, such as Currys, from next year.

In 1995, the company decided to stop making vacuum cleaners, following increasing competition from companies such as Miele, Electrolux and Dyson.

D’Arcy, which handles all work for the division, will produce an ad campaign for the cleaners next year.

Division marketing manager Lorne Maclennan says: “In 1995 our product offering was very good, but it was perceived to be very expensive. Our products were in the £100 to £250 range. Also, because we made only cylinder cleaners, we were not seen as an innovative company. The UK vacuum cleaner market is driven by price and innovation and we waited before re-entering the market.”

The Specialists cleaners, priced between £130 and £170, will target the consumers “who have the money but do not want to buy a Dyson”.

Early this year, the marketing director for the domestic appliances and personal care arm, Barry Coldbreath, retired after nearly five years in the job. Caroline Herold, the company’s marketing manager, replaced him.

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