Other APAC markets record significant growth.
Dyson has cemented itself as market leader in cord-free vacuum cleaners, purifiers, heaters, cooling fans and humidifiers, in the Australian market, which experienced one-third growth in 2016. Key highlights for the year included the Dyson Supersonic hair dryer and V8 cord-free vacuum cleaner, which became the fastest-selling Dyson vacuum ever launched.
Most notably, newer markets in the APAC region such as Indonesia (266%) and the Philippines (200%) enjoyed significant boosts. In Japan, revenues grew 30% and Korea doubled. China is now in its third year and 2016 growth remained strong at 244% backed by investment in a new Shanghai office and a tripling of the local team.
Globally, turnover increased by 45% to 2.5 billion Pounds ($4.1 billion) for 2016. Furthermore, earnings before interest and tax (EBITDA) were up 41% to 631 million Pounds ($1.04 billion).
Dyson demo store in London
Dyson CEO Max Conze said, “2016 was one of our best years yet, driven by new technology and international growth. Our future is best understood by looking at the new Dyson demo stores. They get people hands-on with Dyson machines to understand the intelligent technology inside. We will have twenty five flagship demo stores by the end of the year including Fifth Avenue in New York.”
In April 2016, Dyson launched the Dyson Supersonic hair dryer. Since launch, over 90% of reviews award the machine 4 or 5 stars out of 5. Within one month it was the best-selling hair dryer in the UK and, in the run up to Christmas, the machine was the second most sold item online at John Lewis (UK).
The Dyson V8 cord-free vacuum has become the fastest selling Dyson vacuum cleaner ever launched. Dyson is market leader in major markets including UK, France, Germany, Australia, China and Japan, as well as Taiwan and Korea.
Purification technology is taking Dyson into new households with 63% of US Dyson purifier owners being new to Dyson and 56% in Japan. Since the launch of the Dyson Pure Cool Link purifier fan, Dyson has achieved number one in value share for purifiers across Australia, France and the UK. In Australia, Dyson is number one in value share for purifiers, heaters, cooling fans and humidifiers.
The US remains Dyson’s largest market and in 2017 Dyson will open flagship Dyson demo stores including one on Fifth Avenue in New York. In 2016, the US was buoyed by the launch of the Dyson Supersonic hair dryer which previewed during New York Fashion Week, with 65% of people buying the product new to Dyson. To support the growing business, in 2017 Dyson US will move into a new, larger space in Chicago’s West Loop neighborhood.
Dyson extended its number one position in cordless in Europe and leads the market in all major EU countries. The floorcare category in Europe grew 37% and Dyson was responsible for more than half of that growth. The UK, Dyson’s most established market, grew by a third, as it launched new technology and reinvented its business model, selling direct to consumers. The Dyson demo on Oxford Street was the first Dyson store in Europe. Dyson was voted number one vacuum brand in Germany by the German Institute for Service Quality in January 2017.