CLEAN LIFESTYLE Dr.
CLEAN LIFESTYLE Dr. Heinz Fischer, Chairman, Royal Appliance International and its sub-brand Vax, makers of the Dirt Devil, tells us how the company was formed, and what his plans are for the European rollout of the brand... Founded in the 1970s, Vax is the number one floor-care company in the UK, and I am very proud to be in a position to be introducing the Vax brand around continental Europe over the next few months. Thanks to the success of Vax in the UK, we have started with a large range of products, and we will be celebrating that fact at IFA. Our range includes both bagless and traditional bagged cleaners in various different sizes. Our aim is to internationalise the Vax brand, both in Europe and in other countries around the world. What is happening with the rollout? Is IFA the starting point for this or are you actively selling already? We have indeed started to distribute already, but IFA is a hugely important event for Vax. It’s such a big show for the global market so our main launch of the products is here in Berlin. In the leadup to IFA we did some prelaunch activities, and started some distribution with key dealers here in Germany. Based on their feedback we are now preparing the launch of Vax in other countries. What is different about Vax’s machines and about the company? The main difference is that we invest a lot of time and effort in listening what the consumers want. To explain that further, one of the things we kept hearing was that just having a vacuum cleaner with strong suction is not enough, for many people the amount ofnoise is a huge factor as well. Typically cyclone vacuums are pretty noisy, but we developed a product called Zen, a multi-cyclonic cleaner where there is no loss of suction, no compromise anywhere except that it is one of the quietest vacuum cleaners on the market. You Vax Comes to Europe Leading UK vacuum cleaner maker begins distribution on the continent can easily talk to someone else in the room while it’s working. We have a second product called Air, which is light but is nonetheless a very strong cleaner. It’s also very compact and easy to manoeuvre. I’m sure that our willingness to listen and do market research gives us an advantage over our competitors, and it’s why we say that our products are designed with the customer in mind. Do you also make handheld models? We do but we haven’t introduced them into Europe just yet. It’s something that we are tentatively planning to do next year. We also have a range of cylinder and upright cleaners which are very popular in the UK, and they will also be introduced at IFA. » PASSAGE HALL 3.1 / 5.1 STAND 101 Dr. Heinz Fischer Chairman, Royal Appliance International “Our willingness to listen is why we say that our products are designed with the customer in mind.” SEE THE VAX AIR AT IFA The Vax Air combines high suction power and a large dust container in a lightweight and compact unit. 12 cyclones swirl the dirt from the air and catch it in the dust bin. The HEPA filter removes fine dust, pollen and other allergens, so that the air leaving the unit is clean and pure. Accessories include a crevice tool, dusting brush, upholstery nozzle and a parquet brush. The Vax Air » PASSAGE HALL 3.1 / 5.1 STAND 101 34
Special Feature A Breath of Fresh Air Purifiers and humidifiers to help the world breathe easier The air inside our homes can be up to 100 times more contaminated than the air outside on the street. IFA International takes a look at the products on display at IFA designed to clear the air… Most of the human race spends about 90% of its time indoors, where there are typically up to 20 million particles in 10 cubic metres of room air, from house dust, mites and pollen to viruses, bacteria, animal dander and tobacco smoke. The impact of dry or impure air on our health and wellbeing can be severe, with potential consequences including allergic reactions, respiratory disease, skin irritation, headaches and nausea. Indeed, the US Environmental Protection Agency classifies indoor air pollution as one of the five most dangerous environmental threats to our health. Fortunately, help is at hand — and it’s here at IFA. Take Air-O-Swiss, which has been “helping the world breath more deeply” for the last 40 years. Among its latest household humidifiers and air washers is the W520 from Plaston, which combines quiet performance with stylish good looks and high efficiency. An air air washer and humidifying in, the multi-tasking device produces up to 400 grams of humidity per hour. It is particularly suitable for people with allergies and children whose immune systems are affected by polluted air. Also setting its sights on asthma and allergy sufferers is Brazil’s Airfree Products. The company’s environmentally friendly Airfree range is based on its sterilising TSS technology, which destroys airborne bacteria, viruses, mould, organic allergens and microorganisms at temperatures of 200°C. Airfree is showcasing its award-winning E and P model series at IFA, which claim to eliminate up to 99.99% of air impurities. Other benefits include silent operation, no maintenance, low energy consumption, a compact and portable design and, on the P model, a dimmer-controlled blue anti-stress light. ECOVACS, meanwhile, is offering a robotic solution. Its A330 air purifier automatically roams around your home, detecting poor air quality and automatically purifying it. vThe system features three filters to sift out VOCs and airborne particles down to 0.3 microns, along with a brushless motor designed to avoid secondary pollution. It can also rise — literally — to the occasion in order to cleanse the air at the top of the room. And if improving your home climate is not enough, you can also programme the A330 and A320 models to play you a selection of music while they purify. The W520 from Plaston: an air washer and humidifier in one LIVING A PURER LIFE The Sinbo SAP-5501 and 5502 air purifiers combine the effective removal of unpleasant odours, harmful gaseous substances, dust and allergenic particles with low-noise operation and ease of operation. The stylish, three-speed models use no chemical additives, purifying the air via a four-filter system. Other features include an ion function to deliver fresh, electrostatically neutral air, simple filter change thanks to a compact, washable cassette, an LCD display, a remote control and a timer setting. The Sinbo SAP-5502 air purifi er AS FRESH AS SWITZERLAND The new Air-O-Swiss S450 steam humidifier eliminates bacteria from the air, achieving an indoor environment that is as clean and as fresh as the great outdoors. Developed by Plaston and aimed at families with children, the S450 automatically sets the optimal humidity level of 55% and instantly reduces its performance once that value has been achieved. With its humidification capacity of up to 550 grams per hour, the unit is suitable for room size of up to 60 sq m. No filter mats or other accessories are required and, thanks to a fragrance container, it can also enhance your home with essential oils. » HALL 8.1/ STAND 119 Air-O-Swiss S450 steam humidifi er » HALL 8.1/ STAND 204 IFA International • Wednesday 5 th September 2012 35
