Dyson has opened its first directly run shop in the world in Omotesando, Minato Ward, Nikkei Asian Review reported on 17 April.
Part of a campaign to boost the UK firm’s presence in the Japan market—its second-largest in the world with 20% of overall sales—the 100m2 showroom will display some 20 products. It will offer customers a chance to try its vacuum cleaners on four different flooring samples, including tatami matting.
Nobuhiro Asano, chief of Dyson’s Japanese arm, said: “We want our customers to experience directly how our high prices are justified by the performance”.