Dyson whips up a storm with new fan heater

Vacuum pioneer Sir James Dyson hopes his new product will become the latest hot seller.

by Elizabeth Anderson
Last Updated: 06 Nov 2012
Having found the solution for bagless vacuum cleaners and fast hand dryers, Dyson has turned his hand to reinventing the heater.

The entrepreneur and inventor first unveiled his bladeless fan two years ago, but this time there’s a twist: the new fan is designed to warm rooms by acting as an electric heater.  Named the Dyson Hot, it can reach temperatures of 37 degrees Celsius and will retail for around $400 - or £270.

That price tag might not get cash-strapped consumers rushing out to buy the latest model, but Dyson is optimistic about the heater’s success. Sir James Dyson, who last year stepped down as the company’s chairman but remains chief engineer, is hoping a big selling point will be its more aesthetic appeal.  Dyson’s heaters aren’t as noisy the traditional fan heaters and avoid having that ‘burnt dust’ smell.  ‘I was brought up in front of a one bar electric fire with ice on the inside of the windows when fan heaters smelt horrible,’ he told the Telegraph.

There are also environmental benefits and improved safety features, according to Dyson. Following a similar design to the loop style seen in his original fans, the heater is designed to waste as little energy as possible - once it reaches a certain temperature, it cuts out.

Dyson is hoping the idea will cause ripples around the world, aiming to achieve annual sales of $150m in the first three years.  And if the company’s recent financial results are anything to go by, Dyson has a loyal following globally. Some 80% of the company’s sales come from outside the UK. The company sells in 52 countries and employs 1,200 staff overseas – on top of the 1,500 employees in the UK.  Profits jumped by almost 9% to £206m during 2010, figures released last month showed.

Consumers are clearly willing to pay the extra cost for the Dyson brand - let’s see if the new fans will be just as hot.   

Find this article useful?

Get more great articles like this in your inbox every lunchtime

Subscribe

Get your essential reading delivered. Subscribe to Management Today