Dyson expands physical retail offering unveiling its 4th UK store at Bluewater Shopping Centre

• Full range of pioneering Dyson technologies and a haircare Beauty Lab arrive at Bluewater Shopping Centre, Kent
• Dyson’s fourth UK Dyson Demo store opens at Bluewater Shopping Centre, Kent, making this the first store in the Greater London area.

The UK’s fourth Dyson Demo store opens at Bluewater Shopping Centre, Kent, making this the first store in the Greater London area. Since 2022, Dyson will have opened three new Dyson Demo Stores in the UK. Bluewater has been home to Dyson technology for seven years, previously being home to a successful Dyson Demo Zone which the new immersive store has replaced. There was appetite for a larger retail space for Dyson technology and this new Demo Store forms a part of Dyson’s global drive to grow its direct-to-consumer retail ambitions, bringing pioneering technology to Bluewater Shopping and Leisure Destination. It’s home to Dyson’s full portfolio of technologies, including the new Dyson Zone headphones. Dyson’s new retail space will help customers discover, explore and better understand how Dyson technology works in this incredible new store in Kent.

The 181m2 space on the Upper Floor has a range of demonstration zones and Dyson Experts are on-hand to educate Bluewater shoppers on Dyson’s pioneering technologies. Air quality sensors can show live air quality data for the local area and shoppers can vacuum up a variety of debris to show the effectiveness of Dyson vacuum cleaners. Dyson Demo stores focus on offering shoppers an uninterrupted, hands-on experience with our Dyson Experts. The in-store Beauty Lab boasts three styling stations where customers can enjoy a wash and style with Dyson Hair Care technologies, including the popular Dyson Airwrap multi-styler.

Bluewater shoppers can experience Dyson’s latest technology, the Dyson Zone -high fidelity, active noise cancelling headphones with air purification when you need it. Dyson experts will guide customers on how to use this ground-breaking new technology with the ability to get hands-on in-store with access to the Dyson Direct Exclusive – Prussian Blue and Rich Copper Dyson Zone headphones with an exclusive explorer case.

“Having had a successful Dyson Demo Zone at Bluewater for seven years, we’re thrilled to upgrade our retail offering and owner experience with a new dedicated space for shoppers to get hands on with our technology. Shoppers can now have the full Dyson experience including having their hair styled at our exclusive Beauty Lab salon and explore our latest technology including the Dyson Zone headphones. As a Store Manager, I am particularly excited about the personalised services on offer, including complimentary debossing which will make our customers shopping experience even more enjoyable,” said Zita Ebunam Dyson Demo Store Manager, Kent Bluewater.

James Waugh, Centre Director at Bluewater, commented: “We are delighted to see Dyson upsizing their retail space here at Bluewater. We are confident that our guests will be eager to explore the new Dyson Demo Store and the services available at the Beauty Lab.”

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. Last year, Dyson conducted its largest global hair study, revealing misconceptions around hair damage and unhealthy styling habits from 23,000 respondents in 23 markets.

The new Demo store in Bluewater 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. 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.

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^TM hair dryer or Dyson Airwrap^TM Multi-styler with a selection of colours for the foil initials and gift-wrapping services.

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.