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ROIDMI: GEOFF JOHNSON THE ERT INTERVIEW


Focused


on the future of floorcare


18


With a growing reputation for its impressive tech, ROIDMI is rapidly becoming a significant player in premium floorcare. Here, Geoff Johnson, Sales Director at the brand’s exclusive UK distributor, Witt UK&I, chats to Jack Cheeseman about the changing market and how ROIDMI’s vacuums are driving innovation forward.


C


ordless vacuum cleaners from ROIDMI launched in the UK in 2019, on the strength of the brand’s success in mainland Europe and the Nordics, distributed through Witt


UK and Ireland. The Scandinavian-inspired design has already won six international design awards, and the high-tech engineering comes courtesy of R&D funded by tech giant, Xiaomi. The result is a range of models with an appealing combination of class-leading features, great looks and even better floor cleaning performance. Some of the technology highlights include


efficient high-speed digital motors, top-spec Samsung or LG battery packs, gas-flowed air pathways for maximum suction and air-purifier level filtration across the range. The step-up models offer a wealth of features that can be


used to encourage a trade-up sale in store, including magnetic wall chargers, vacuum and simultaneous wet-wiping for hard floors and a broad range of tools. Flagship models feature OLED displays and an


accompanying app that monitors every facet of the cleaner, even including calories burned while cleaning! Every model in the ROIDMI range is backed by


a two-year guarantee that, unusually for cordless cleaners, includes the battery, plus a five-year warranty on the motor. ROIDMI is very much a premium brand, with


the core of the range selling in the mid to upper sectors of the floorcare market between £250 and £600 at SRP. That puts the brand on par with cordless models from big names like Dyson, Shark and Samsung.


“The premium floorcare sector has been a


challenging place to launch a brand, given the commanding market share of just a few big players,” says Geoff Johnson, Sales Director at Witt UK and Ireland – the exclusive UK distributor for ROIDMI vacuum cleaners. “Yet ROIDMI has gained traction thanks to its design, performance and excellent reviews; our models have consistently been rated on par or better than the similarly priced competition.” Mr Johnson tells ERT this has inspired many


retailers to take the brand on board, from high street independents across the UK and Ireland to ultra- prestigious outlets, including Selfridges and Harrods. “Backed by various consumer campaigns,


ROIDMI is rapidly becoming a significant player in premium floorcare with a steadily growing market share,” he says.


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