Belfast Telegraph

Bagless vacuum giant Dyson hoping Belfast pop-up store could see it clean up in the future

By John Mulgrew

Bagless vacuum cleaner giant Dyson could open a pop-up demonstration store in Belfast following the launch of a flagship outlet in London this month, it can be revealed.

It's understood the British manufacturer headed by inventor James Dyson is to open the new store at Victoria Square.

It comes after it revealed its two-floor 'Dyson demo' shop in the capital's Oxford Street.

Other locations across the UK are also being considered for Dyson outlets.

Victoria Square did not wish to comment.

The London shop copies some of the style and retail approach seen in Apple stores.

It doesn't have visible tills, instead opting for an almost art gallery format, with customers able to walk around and examine Dyson's creations.

It has other outlets in Tokyo, Paris and Moscow.

Earlier this year the company revealed it had invested almost £50m in its latest product, the Supersonic hair dryer, which retails for £300.

The move to offering sales in its own stores is a new one. Dyson traditionally retails its vacuum cleaners and other products online or through high street retailers such as Currys.

Independent retail analyst Donald McFetridge said Dyson's concept was "new and fresh and follows very much in the example of Apple".

"In spite of the fact that there are a limited number of Dyson outlets in the world, it appears that they could soon be making a high-profile entry to the Northern Ireland marketplace," he added.

"Their intention in pop-ups and physical stores is to engage more directly with customers by offering them the opportunity to test their products in a variety of home settings.

"Dyson has realised that consumers these days want more than physical products to look at when they enter retail spaces.

"Contemporary consumers want to experiment with products in real-life situations.

"For example, in the new-look, typical Dyson set-up, consumers are encouraged to test the high ticket price products in different areas of the average home: living room, kitchen, bedroom."

Mr McFetridge said it was a "clever move by Dyson, who are keen to open more physical stores in the future".

"If Belfast consumers sufficiently engage with the brand and its products, it is more than likely that - in time - a Dyson outlet could be located here in Northern Ireland.

"Dyson products are not cheap and, by encouraging consumers to test them in real-life situations, the company hopes to boost sales."

Belfast Telegraph