Roidmi, the cordless vacuum cleaner brand, is being given a lift with a month-long elevator wrap promotion in famous London luxury department store, Harrods.
All six of the store’s main elevators have been covered in full-size Roidmi artwork, promoting the brand to visitors, which can top 300,000 on peak days. The artwork highlights the Nordic designer style of the brand across its stick-vac, mopping stick-vac and handheld ranges.
The brand, available from Witt in the UK, has gained significant market share since its launch late last year thanks to its award-winning design and technology. Featuring high-power digital motors, premium batteries and a five-year guarantee with class-leading two-year battery warranty as standard, the line-up is proving a popular alternative to the margin-squeezed mainstream premium vacuum brands.
Commented Witt UK and Ireland Sales Director, Geoff Johnson: “Harrods is a great win for Roidmi’s market development, underlining the brand’s premium quality to the highest customer footfall of any retail store in the UK.
“Harrods serves over 65 million customers per year, many of whom simply browse the store to see the best new products available. The elevator wraps drive home Roidmi’s style and design message and will create a huge market awareness for the benefits of all Roidmi retailers.”
Harrods has joined Euronics members and Selfridges as an approved retailer for the six-strong line-up of Roidmi’s cordless cleaners in August. The core stick-vacuum range spans £269-£569 price points with features that include anti-tangle roller brushes, powered pet/mattress brushes, sleek magnetic wall docks and, on the range-topping models, the ability to vacuum and wet mop simultaneously.
The Roidmi range is being expanded in October with a new flagship model, the RS60, which adds OLED display, second generation antibacterial water tank for the mop function and ZiWei licensed silver-ion sterilisation system in the vacuum. The latter offers four-stage sterilisation, from the roller to the final stage filter, proven to help kill bacteria and restrict virus replication in the exhaust air released back into the room.
Mr Johnson added: “Roidmi has partnered with Toagosei and Toray in Japan to create a unique quadruple sterilisation system, leveraging the power of silver-ion nano particle technology.
“While the technology is actually rocket-science, the result is simply the cleanest exhaust air of any vacuum at microbe level. The RS60’s ability to kill bacteria and viruses sets a new standard in room-air cleanliness post vacuuming.”