March 2020 ertonline.co.uk


Pictured: The Roidmi S1E brush head. Below: The S1 handheld. Bottom: The S1E model. Right: The top-of-the-range X20 cleaner.


13 The X20 is a “top-class cordless vacuum cleaner”


The dealer support does not end at the guarantee T&Cs though. Witt has invested heavily in bringing the brand in the UK market, including employing new sales merchandisers to cover the North and South of the UK, Wales and Ireland. “Sales literature and spec sheets are not the easiest way for staff to learn about a new brand and new products,” adds Mr Johnson. “This is where our account managers and merchandisers come in. We aim to support independents with knowledgeable Roidmi team members regularly visiting stores to train staff and help with POS and merchandising. That level of service and support has been in severe decline over the last decade with many brands opting to deal with independents remotely, if at all. At Witt, we have always believed in the power of the independent retailer and will continue to support the channel and retailers that work with us.” That support extends to ‘real’ brochures and dedicated Roidmi presentation displays. Qualifying retailers can benefit from these custom, modular Roidmi in-store display stands, designed and built at Witt’s own facility in Denmark. The black stands highlight the predominantly white cosmetic of the cleaners to show-off the design aspect, as well as keeping display models docked, charged and ready to demonstrate. Depending on the configuration, the


stands offer a neat display


Roidmi’s optional tools, accessories and consumables to assist trade- up and return sales.


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The Roidmi investment by Witt includes above the line advertising in titles like the Mail on Sunday, and an extensive PR and reviews campaign across traditional, digital and social media. The campaign has already delivered a raft of


great consumer reviews and five-star accolades, with TechAdvisor commenting that the Roidmi S1 is “one of the best vacuums we’ve seen to date” and ExpertReviews saying “top-class cordless vacuum cleaner” of the X20. The great reviews are perhaps not surprising given that Roidmi’s technical specifications compete favourably with premium household-brand models at considerably higher prices. For example, the flagship Roidmi X20 delivers 145 Air-Watts of suction power, five Air-Watts more than the Dyson V10 and it is lighter, quieter and runs for longer than the Dyson V11. The X20 tops this specification with a wide range of tools, including the wet mopping accessory that allows users to vacuum and wipe over hard floors at the same time.


The Roidmi S1E model boasts 100AW of suction power, up to 40 minutes run-time, two motorised floorheads, including a mattress/ pet-bed tool, crevice tool, dusting brush and a magnetic dock. The S1S (special) ups the power to 120AW and adds interchangeable brush bars, flexible extension hose, cleaning brush and a splash of bright red colour.


The Roidmi S1 is a smart cordless cleaner with a magnetic charge dock, Bluetooth connectivity and a dedicated app, which


is optional to use but brings a raft of data about battery condition and charge level, when filters need cleaning and even how many calories the user is burning as they vacuum their home. The flagship X20 builds on this with 145AW of


power and the unique magnetic mopping accessory. This simply slots onto the back of the floorhead and slowly feeds water from its built-in tank into a microfibre floor pad, saving time by enabling vacuuming and wet-wiping hard floors at once. “Roidmi is not standing still and we have already seen some exciting new models set to launch in the summer,” Mr Johnson explains. “These will extend the cordless cleaner range at both ends, adding two new budget models to the line up as well as special editions and new flagship models at the top. The latter uses several licensed anti-bacterial filtration technologies that will establish it as the healthiest, most hygienic vacuum cleaner on the market.” With Roidmi’s R&D expertise and Witt’s scale in


Europe, creating bespoke models or colour options for buying groups like CIH is all part of the growth strategy and could be rolled out as soon as this year. Members can sell truly unique products from this dynamic new brand, while solus independents will have unrivalled access to the core ranges. “Roidmi has arrived in the UK and, backed by


Witt, is set to dramatically disrupt the established status quo in the UK floorcare market,” continues Mr Johnson. “CIH members can investigate Roidmi on Agency right now, with the full range available to all independents through Witt.”


CIH members can see the Roidmi cordless vacuum cleaner range in action at CIH Showcase, NEC Birmingham on 19-20 April 2020.


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