ROIDMI: cleaning up the floorcare sector
As Euronics takes a seven-strong line-up of ROIDMI cordless vacuum cleaners into Agency, we talk to distributor Witt’s UK sales director, Geoff Johnson, about the brand and the market.
ROIDMI Z1 Air cordless cleaner
Alert: Can you give us some background on the ROIDMI brand? Geoff Johnson: Back in 2019, Witt in Denmark took on the Scandinavia, UK and Ireland distribution of a then unknown vacuum cleaner brand, ROIDMI. ROIDMI stood apart from other ‘challenger’ floorcare brands
Witt had considered, as it was a premium design with Scandinavian- inspired styling, ultra-lightweight and with cutting-edge technology, including high speed digital motors, anti-viral technology and even app-based information on the top-spec models. ROIDMI is part of the giant Xiaomi technology group, which
invested heavily in R&D before launching the first series of ROIDMI cordless vacuums with key USPs like the 270-degree easy to hold handle, 2.5kg weight including the motorised floorhead, and extremely long run times thanks to battery packs using premium Samsung cells. ROIDMI backs up this high-end design with a five-year guarantee on all its full-size cordless cleaners.
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Unlike the big players in the UK floorcare market, ROIDMI does not have a direct-to-consumer channel, and all our advertising promotion is directed back to retail stores
Geoff Johnson, Witt UK sales director
Alert: The floorcare market is very competitive and is full of long- established brands. How can you make a difference? GJ: Differentiation is key in the very crowded cordless floorcare market, and ROIDMI offers stand-out looks and features. The sleek design and cool white and silver finishes are in stark
contrast to the gaudy coloured plastics and aggressive design of the UK’s major floorcare brands – and that is something that people really appreciate when a cleaner is docked and charging in the living room or kitchen. ROIDMI’s magnetic wall-dock is much smaller and easier to use than the majority of cordless wall-docks and, pound-for-pound, performance, run-time, and features of ROIDMI models are superior, or at the very least equivalent, to similarly priced models from the major vacuum brands.
Alert: Tell us about some of your latest products and their features and consumer benefits? GJ: With seven models from £199 to £499 RRPs in the new ROIDMI range for Euronics members, that is quite a question.
Taking models at either end of the price range, the Z1-Air is our entry-level cordless vacuum cleaner boasting twice the run time, 10 percent more suction power and 20 percent larger bin capacity than the Dyson V7. It’s also £50 cheaper. This model features ROIDMI’s on/off trigger that doesn’t need to be held down – something particularly elderly customers really appreciate from our research. Our flagship model is the forthcoming X30VX, with multi-floor
vacuum head and a separate twin rotating wet floor mop for hard floors, complete with its own pad-cleaning floor stand. This model offers a colour OLED display, 6-stage antibacterial
filtration, anti-viral ZiWie silver-ion air purifying system, smart app monitoring of parameters like filter condition and a 20 minute longer runtime than the equivalent Dyson V15. All ROIDMI models in the Euronics portfolio come with a five-
year guarantee to give consumers real peace of mind buying into the brand.
Alert: What’s your route to market? Are you offering Euronics members exclusive models? What’s the appeal to Retra members? GJ: ROIDMI is a strictly retail-only brand and the recent Agency deal with Euronics means that seven of the brand’s key models are exclusive to Euronics retailers. Unlike the big players in the UK floorcare market, ROIDMI does not have a direct-to-consumer channel, and all our advertising promotion is directed back to retail stores. Witt employs a well-known UK PR agency to drive ROIDMI
brand awareness and product reviews across UK national press and social media, and a quick search for ROIDMI on Google will show you the scale of the coverage. That media exposure continues, and relevant ROIDMI model
coverage now directs consumers to the Euronics website and retail stores. How many brands in our industry, floorcare or otherwise, can say all that?
Alert: What kind of trends are you seeing in the floorcare market? GJ: With such a burgeoning choice on offer, the cordless floorcare market is not as brand-centric as it once was. The way consumers research products and their route to
purchase is convoluted – as highlighted by Google’s Richard Hartigan and his ‘messy middle of the customer journey’ at the Retra conference. That has opened the door for cutting-edge modern brands to
do things differently, drive online conversation with a completely unique style and offering in the sector, and successfully take on the big brands.
Just think of Tesla cars against even 100-year-old motor brands
like Ford. ROIDMI is that dynamic challenger brand in the floorcare market and the future for the brand is looking very bright indeed.
Associate Insight: Witt 49
Associate Insight: Witt
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