Dyson to enter new product category each year

Dyson plans to enter a new product category each year from 2015, according to a leading executive at the company.

Speaking at the Design Council’s Leading Business by Design summit, Dyson’s global head of compliance and approvals Dr Caroline Simcock said the company plans to expand its product portfolio with a completely new product release annually.

Dyson made its name with the bagless vacuum cleaner and has subsequently released new-category products including the bladeless fan and the Airblade hand-dryer.

The company has also recently brought in the lighting design company founded by Jake Dyson, Sir James Dyson’s son.

Simcock says Dyson spends £3 million a week on research, design and development, and files 450 patents each year.

Discussing Dyson’s design process, she said its new products are fuelled by “technology, performance and frustration” – harnessing new technologies and using them to solve problems.

Simcock says: “Each Dyson product goes through literally hundreds of prototypes.

“We start with paper and cardboard modelling, then look at things like weighting and ergonomics. Finally we make full-size SLS (selective laser sintering) and do a pre-production run.”

Dyson’s recent product launches include a humidifier and intelligent robot vacuum cleaner.