Dyson brings pioneering technology to Manchester, unveiling second UK store at The Trafford Centre
Full range of Dyson technologies and a haircare Beauty Lab arrive at The Trafford Centre in time for Summer
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The new immersive Demo Store forms a part of Dyson’s global drive to grow its direct-to-consumer retail ambitions, bring pioneering technology to Manchester. It’s home to Dyson’s full portfolio of technologies, helping customers discover, explore and better understand how Dyson technology works in this incredible new space in the heart of The Trafford Centre.
The 130m2 space on the 1st floor of The Trafford Centre has a range of demonstration zones and Dyson Experts are on-hand to educate Trafford Centre shoppers on Dyson’s pioneering technologies. Indoor air quality demonstrations can show live air quality data and shoppers can vacuum up a variety of debris to show the effectiveness of Dyson vacuums. Dyson Demo stores focus on offering shoppers an uninterrupted, hands-on experience with our Dyson Experts. The Beauty Lab boasts three styling stations where shoppers can enjoy a wash and style with Dyson Hair Care technologies.
“Dyson operates more than 300 Dyson stores worldwide and this Dyson Demo in Manchester will add to our ambitious growth plans for the future. Together with our Dyson online store, the store in The Trafford Centre, Manchester forms a part of Dyson’s growing ambitions in direct-to-consumer retail, providing consumers with opportunities to discover Dyson technology in the North of England” says Kristofer Johnson - Dyson Demo Store Manager, Manchester
Zoe Inman, Centre Director at Trafford Centre, said: “The new Dyson store is a fantastic addition to Trafford Centre, we’re delighted to welcome the brand. Selecting Trafford Centre as its very first store outside of London is a huge and equally exciting opportunity for us, thriving to boost our customers shopping experience and strengthen the home and tech offering in the centre”.
Hair science and healthy hair styling - Dyson Beauty Lab: Dyson is dedicated to understanding the science of hair – it is the very foundation underpinning its hair styling technologies. Having researched the science of hair for almost a decade, investing in global hair laboratories across the world and employing thousands of hair scientists, engineers and professional stylists to glean new insights into hair globally.
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The new Demo store has a dedicated space for in-house hair care, equipped with three styling stations. There, 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. From launch day on 2nd July 2022, customers can request styling appointments on a walk-in basis by asking a Dyson expert for available slots as well as booking online at Dyson.co.uk.
Dyson Direct Exclusive Offerings
When buying direct from the people who made it, customers can access exclusive technologies and limited-edition colourways. At the Personalisation Bar, they can also enjoy complimentary case debossing for their Dyson Supersonic™ hair dryer or Dyson Airwrap™ Multi-styler and dryer with a selection of colours for the foil initials and gift-wrapping services.
Bridging the gap between online and offline retail
With the COVID-19 pandemic accelerating changes to the way people experience and buy products, Dyson has enhanced the customer experience through virtual and online settings. The launch of Dyson Demo VR allows customers to trial, test and understand Dyson’s products in an immersive, virtual, online environment. The virtual and online experiences compliment Dyson’s physical stores- bringing the convenience of the virtual world with the best of the physical, offline world.
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