UK brand now in Cebu after posting 100% growth in Philippines

CEBU, Philippines - After posting a hundred percent growth since it entered the Philippine market, UK-based home technology brand Dyson is now in Cebu prompted by the upbeat real estate and commercial developments here.

Popular for its premium vacuum cleaners and electric fans, Dyson is exclusively distributed in the Philippines by Whiteplanet Inc.,

"We have high hopes of growing here because since we launched the product in Manila we received many inquiries from Cebu. Back then the limitation was on shipping the items," said Warren Sy, managing director of Whiteplanet Inc.

According to Sy, Cebu's obvious transformation to embrace the modern urban lifestyle, specifically with the popping up of residential condominiums, prompted Dyson to make its entry in Cebu, through its retail partnership with Rustan's Department Store.

Since its entry to the Philippine market last year, the British technology company registered 100 percent growth, and cornered 15-20 percent in the country's vacuum cleaner market.

The fast market recognition of the brand in the Philippines is one of the testaments that the country's customer-base is becoming more discerning, and sophisticated, said Sy.

For this reason, the brand aims to grow significantly in the Cebu market and the rest of Southern Philippines, as it is also tapping the growing institutional customers.

The brand is heavily banking on the growing middle class in Cebu to grow the brand in Cebu.

He reiterated the robust real estate developments like condominiums, hotels and office buildings as potential market for Dyson.

"We now have a growing middle market. Unlike before where there is a big disparity between middle and premium market," Sy added.

Besides, consumers now are heading towards the "do-it-yourself" concept, with extra emphasis personal touch to the interiors and decorations, and even picking the right appliances at home.

James Dyson, founder and inventor, created the world's first bagless vacuum cleaner.

At present, there are Dyson machines in over 67 countries around the world. It is supported by 1,500 engineers constantly improving the technology.