Black & Decker moves into floorcare market

Black & Decker, the power tools and domestic appliances company, is launching its first range of own-brand vacuum cleaners. The Click & Go range will be supported by a £1m television campaign.

The range of cylinder vacuum cleaners, which consists of five models, will launch in Argos at the end of April. It will be rolled out across the country in May. A campaign to support the launch is being created by McCann-Erickson. The move is the first time the company has entered the floorcare market under the Black & Decker brand. It has an existing range of hand-held and specialist vacuum cleaners under a range of brands including DustBuster, SteamBuster and FloorBuster.

Black & Decker brand and communications manager Andrzej Aleksander says that the brand has decided to develop its floorcare portfolio because it has much experience and heritage in the segment, but it does not have the brand awareness.

The Click & Go range, which will cost between £59.99 and £99.99, aims to be more convenient than other cylinder cleaners. Each of the five products in the range will come with accessories that do not need to be attached during use. The extension tubes are already set up and are released at the touch of a button.