At 11:00am on Friday 17th April 2015, another piece of Dyson history was created: the very first Dyson store. Opening in Tokyo's exclusive Omotesandō shopping district, it represented our inaugural step into high street direct selling. This was quickly followed with a second store opened in Oxford Street, London in July 2016.
Stocking only 65 products, the purpose of the Dyson Demos is not about retailing, but about experiencing our products. “It is by experiencing Dyson products that you are able to understand why and how we use new technology to improve performance. Our Dyson Demo stores encourage people to be hands-on.” Explains Jake Dyson, Research Design and Development Director.
Like everything at Dyson, our stores are designed with customers in mind. The latest Dyson technology is on hand for shoppers to explore, creating an interactive experience our customers won’t forget. 64 varieties of dust and dirt and a range of floor types allow visitors to put our machines to the test. Lighting is provided by Dyson Lighting's Cu-Beam™ suspended lights. And the Supersonic salon introduces hair science to the high street for the first time.
The venture is part of the next stage in our continued growth – direct sales. Both online through our growing web stores, and in an expanding chain of Dyson Demo locations across the world.
For Dyson, it marks a pivotal shift towards a new kind of retail relationship with our owners. One that's not just best for our business, but best for delivering the authentic Dyson retail experience to our customers.