Floor Care and Appliances sales were HK$7.8 billion, accounting for 29.5% of total TTI sales. This represented an 11.1% increase compared to the same period last year. The business segment result grew by 161.9%. The impressive improvement reflects the benefits of the recent product line streamlining activities and aggressive cost improvement programs. New products are a primary business driver and accounted for one third of sales during the year.
DIRT DEVIL® sales were driven by the introduction of a new range in its traditional red color and the brand’s expansion into outdoor cleaning products. New products including cyclonic quick vacs, 2-in-1 cordless stick vacs and electric pressure washers were introduced at strategic price points. The expansion of product offerings beyond floor care to electric pressure washers offered a simple and intuitive solution to outdoor cleaning tasks. Targeted promotional activities combined with refreshed packaging supported the DIRT DEVIL® performance in 2010.
In Europe, we achieved double-digit growth through channel expansion and new products under our DIRT DEVIL® and VAX® brands. DIRT DEVIL® continued to expand distribution and solidified its position as a leader in Germany. The brand also ran a highly successful advertising campaign to celebrate the 20th anniversary of DIRT DEVIL®. UK sales were led by the success of the VAX® ultra light weight Mach Air® vacuum which was supported by aggressive marketing and advertising campaigns, and new steam cleaning products.