UK: DYSON'S CLEAN SWEEP.

UK: DYSON'S CLEAN SWEEP. - The revolutionary Dual Cyclone vacuum cleaner is wiping the floor with the competition - indeed, sales now top £8 million a month, more than either Electrolux or Hoover.

by Hugh Aldersley-Williams.

The revolutionary Dual Cyclone vacuum cleaner is wiping the floor with the competition - indeed, sales now top £8 million a month, more than either Electrolux or Hoover.

In the spring of 1993 Hoover launched what was to become perhaps the greatest disaster in the history of sales promotion. In a few short months, it sold hundreds of thousands of vacuum cleaners by offering free flights to America with each sale. But managers underestimated how many people would respond to the offer, and the miscalculation has done the company lasting damage. Just then, into this already saturated market, came James Dyson with the product that bears his name, the Dyson Dual Cyclone. In a sector not known for its progressive ideas, the Dual Cyclone represented perhaps the greatest leap forward since electric-powered suction did away with the need for manual bellows.

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