Having started in a coach house in the UK, Dyson has consistently grown since it was established in 1993.
The family-owned and operated business now employs more than 14,000 people globally including 6,000 engineers and scientists.
The brand sells its cult products in 83 markets internationally and now Australian consumers can discover, explore and better understand how Dyson technology works at Dyson’s first-ever Demo store.
Situated on George Street, in the heart of Sydney, the new immersive Demo space forms a part of Dyson’s global drive to grow its direct-to-consumer retail ambitions and has the largest trading retail space of any Dyson store across Asia and Australasia.
It’s home to Dyson’s portfolio of key technologies, helping customers and help owners and potential owners create healthier homes and lifestyles.
One key area is the Beauty Lab where shoppers can have their hair health analysed and be styled with Dyson Hair Care technologies.
A hair health consultation will help the Dyson expert understand the customer’s styling routine, hair goals and how Dyson technologies can help achieve these.
This will be followed by hair science tests to measure hair strength, elasticity and magnify hair up to 200X to evaluate cuticle condition. Based on these insights, the Dyson expert will provide a hair health diagnosis and advice on how to protect hair health, including recommendations on how Dyson technologies avoid extreme heat damage.
The new Demo store also has a dedicated space equipped with three styling stations. There, owners and shoppers can meet a Dyson Stylist who will provide a personalised styling service using Dyson hair care technologies, based on hair type and styling needs.
For the ultimate full salon styling experience, a hair wash basin is also available. Customers can request styling appointments on a walk-in basis by asking a Dyson expert for available slots.
At the Personalisation Bar, customers can also enjoy complimentary case debossing for their Dyson Supersonic hair dryer or Dyson Airwrap styler with a selection of colours for the foil initials and gift-wrapping services.
“Dyson operates more than 300 Dyson stores worldwide and our first ever Dyson Demo in Australia will add to our ambitious growth plans for the future,” says Dyson CEO Roland Krueger.
“Together with Dyson’s direct online store, the new space in Sydney forms a part of our growing ambitions in direct-to-consumer retail, providing consumers with opportunities to discover the Dyson technology through both the virtual and physical world.”
Images from the Demo Store opening below:
