Dyson launched its first brand store in Israel, will it compete with rivals?

Dyson has opened its first brand store in Israel at the Big Glilot complex, following Fox Group's acquisition of the franchise. Guy Turner, a senior Dyson global executive, stated that the company is not afraid of competition. The new product is the Spot+Scrub AI robotic vacuum, which identifies nearly 200 objects.

Dyson launched its first brand store in Israel at the Big Glilot complex, as part of the franchise agreement that passed to Harel Wizel's Fox Group last February. The store opened a week earlier, and the group plans additional branches. For Fox, this is its first entry into the electrical appliance sector, with an exclusive distribution agreement for five years. Dyson is trying to expand its activity in Israel, especially in the areas of oral hygiene and hair care. The main innovation is a new robotic vacuum, the Spot+Scrub AI, which combines suction and washing and identifies nearly 200 household objects. According to information that reached Globes, Dyson products account for about 10% of vacuum cleaner sales in Israel and about 12% of monetary sales. Guy Turner, a senior robotics executive at global Dyson, said the company is not afraid of competition and focuses on developing market-disrupting technologies. The article notes that Chinese competitors Dreame and Roborock have taken a significant place in the robotics market.