Floor Care and AppliancesFloor Care and Appliances sales rose by 0.7% over 2010 to US$1.0 billion, accounting for 27.4% of Group turnover. We are an industry leader with a strong portfolio of brands: HOOVER®, VAX®, and DIRT DEVIL®. The business continued to generate innovative products coupled with tight control of operating costs and supply chain efficiencies to offset rising input costs.
In North America, HOOVER® continued to grow market share in both the carpet washer and upright categories. Despite macro-economic headwinds, HOOVER® increased its penetration in key categories for the second consecutive year. HOOVER®‘s highly rated MaxExtract® deep cleaning carpet washers continue to deliver impressive sales results. A range of proprietary cleaning solutions for the MaxExtract® technology has proved an incremental revenue stream. HOOVER® continued to grow in the core upright vacuum category, driven by a number of innovative products and promotions. The DIRT DEVIL® range benefited from a rebranding and the introduction of new cyclonic stick and steam cleaners. Both HOOVER® and DIRT DEVIL® vacuum cleaners received approval ratings from a well-regarded consumer publication during the year, with HOOVER® winning the top ratings in the two upright categories and also the “best buy” recommendation.
Sales of VAX® and DIRT DEVIL® increased steadily in Europe and the rest of the world. VAX® expanded sales in core categories, in particular carpet washers, and entered new distribution channels. The newly launched VAX® Mach Air™ premium product series was successful and supported by a consumer marketing campaign with our retail partners. The business continued to drive expansion into new customer channels for both brands and develop a management team to support future growth.
- The HOOVER® T-Series™ WindTunnel® Rewind Plus has No Loss of Suction Technology to thoroughly clean embedded dirt. With On-Board tools, a 27-foot power cord that conveniently rewinds, and system check indicator for easy maintenance.
- The HOOVER® Zen™ Whisper™ Multi-Cyclonic Canister by HOOVER® gives you a quiet clean without sacrificing the performance. A 21 foot power cord rewind and 6.5 foot hose allows users to reach further for a floor to ceiling clean.
- The DIRT DEVIL® Easy Lite® Quick Vac is perfect for smaller living areas with a slim profile design. This lightweight vacuum packs a punch with cyclonic filtration and bagless technology to help Fight Dirty® in your homes.
- Vax® Mach AirTM bagless upright vacuum cleaners use powerful multi-cyclonic suction, so filters do not get blocked and the machine cleans as good as the first time, every time.