September 2026 ertonline.co.uk


researching products in far greater detail,” he says. “They’re comparing mopping systems, hair handling, obstacle avoidance, maintenance burden, and how reliably the product performs in a real home over time.” At more affordable price points, ratings,


reviews, recommendations and brand reputation can carry greater weight. For Mr Mehdi, this demonstrates how robot vacuums are gradually moving away from being considered gadgets and towards long-term home appliances. There is an important opportunity here for


Tower Aquajet Pro Spot Cleaner with Steam


Looking ahead, Miele has previewed its next-generation Duoflex HX2, which combines vacuuming, mopping and self-cleaning. Depending on the model, features include automatic dust-container emptying, AutoCut hair removal and AutoClean wet-roller cleaning. For independent retailers, the growing variety within floorcare makes demonstration and questioning increasingly important. Mr Barton encourages retailers to let customers handle different products and understand how they fit their individual cleaning habits. Flooring type, pets, stairs, wet cleaning and whether the product will be a main or secondary vacuum can all influence the right recommendation. “That is where an independent retailer


can really differentiate itself from a purely transactional online purchase,” he says. “Instead of simply selling on price or specification, it can recommend the right product for that particular household.” And there is another milestone approaching: 2027 will mark 100 years of Miele vacuum cleaners, with heritage models planned to celebrate the anniversary.


Another one bites the dust Robot vacuums have come a long way, and today’s consumers are increasingly interested in what they can actually achieve around the home rather than simply chasing the biggest numbers on a specification sheet. Faraz Mehdi, Managing Director of Anker UK/ Ireland/Italy/Spain/Portugal, says expectations


are now centred around three areas: deeper cleaning, greater automation and bringing flagship features to more accessible price points. “What people want from a robot vacuum today is becoming much clearer: they are looking for real cleaning outcomes, not just bigger numbers on a spec sheet,” he explains. That means looking beyond suction power


towards edge cleaning, stain removal, pet hair and allergen pickup, alongside how consistently the machine performs over time.


Automation is becoming equally important.


Auto-emptying, mop washing and drying and anti-tangle systems are all helping remove more of the work traditionally associated with floorcare. These trends can be seen across eufy’s latest line-up. At the top end, the Omni S2 combines its HydroJet Self-Cleaning Mop with AeroTurbo 2.0 suction and CleanMind AI. Its upgraded mopping system electrolyses tap water, while the S2 also introduces a built-in aromatherapy system. The Omni E35, meanwhile, combines


HydroJet mopping with 35,000Pa suction and a multi-cyclone filtration system designed to prevent fine dust reaching the filter and maintain suction performance for up to 365 days. For shoppers looking at a more affordable option, the Omni C30 Edge also offers 35,000Pa suction alongside dual-rotating mops, an extending mop head for edge cleaning, an anti- tangle roller brush and an automatic base station. But Mr Mehdi believes the way consumers shop the category is changing too. “At the upper end of the market, buyers are


retailers. Robot vacuums can be difficult to fully understand from a box or specification alone, making demonstration particularly powerful. eufy has already run live demonstrations in Costco stores, while dedicated demonstration areas are being established in selected John Lewis stores. “A robot vacuum is something you really need to see working to understand,” Mr Mehdi concludes. “A dedicated live demonstration area gives shoppers that first-hand experience, which is where we see the strongest conversion.”


Suck it up


Consumers increasingly want floorcare appliances to do more than one job, with multifunctionality becoming a key direction for the category. According to Bluestem Group, owner of Ewbank, shoppers are looking for products that save space and money, while automation, chemical-free cleaning and energy efficiency are also influencing purchasing decisions. The Ewbank HYDROSV 2-in-1 Steam


Vacuum Cleaner reflects this shift, combining vacuuming and steam cleaning using water rather than cleaning chemicals. It can also convert into a handheld steam cleaner for tackling other surfaces around the home. >>


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