Cordless Power Drives Dirt Devil’s European Strategy

Dirt Devil is looking to consolidate its growing European market share at IFA with several key product launches. Its flagship Dirt Devil Blade – which has already won a Plus X award – will look to cut a swathe into the booming cordless vacuum cleaner market by combining powerful performance, light weight and long battery life. Both 24V and 32V Lithium-Ion battery models are available and offer up to 35 or 45 minutes of continuous running time.

“Our focus is on cordless technology,” said Markus Monjau, Managing Director of Sales & Marketing at Royal Appliance International, responsible for the Dirt Devil and VAX brands and part of the broader TTI Group that designs, manufactures and markets a broad range of electrical appliances. “As we belong to TTI, we have leveraged decades of battery technology,” he added.

According to Monjau, the Dirt Devil Blade achieves relatively high eco efficiency while not compromising on pick-up power. This is due to new Direct Helix Technology designed for maximum performance and optimised airflow via a horizontal cyclone unit that gives more consistent power. The cordless machine also features an intuitive, user-friendly Smart Control that allows one-touch operation of the various cleaning modes, and includes a clear LED battery display

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