Dyson has opened its first store in Israel in the BIG Glilot shopping center north of Tel Aviv.
For over 30 years, Dyson marketed its products in Israel through Zvi Cohen and George Horesh’s BNZC Import and Distribution Ltd.
But in February, the Dyson concession as sole importer and distributer passed to FOX Group (TASE: FOX), owned by Harel Wiesel.
For FOX, which is primarily associated with fashion, footwear, and lifestyle products, this marks its first foray into the home appliance sector, secured via an exclusive five-year distribution agreement.
For UK firm Dyson, this represents an effort to expand its operations in Israel, specifically within categories where it has previously lacked a major local presence, such as oral hygiene and hair care.
However, the more compelling development lies in a sector where Dyson aims to reclaim its former success: robotic vacuum cleaners.
In recent years, this market has evolved into a major competitive arena, with Chinese manufacturers like Dreame and Roborock rapidly rolling out advanced model, which has seen Dyson lose market share.
According to data obtained by "Globes," Dyson products currently account for roughly 10% of total vacuum cleaner unit sales in Israel and about 12% of total revenue in the category.
At a launch event last week, Dyson unveiled the Spot+Scrub AI - a robotic vacuum cleaner that combines vacuuming and mopping.
It is capable of identifying nearly 200 household objects and can return to a specific spot repeatedly until a stain is fully removed.
Will this be enough for Dyson to return to the days when it dominated the market? Critical test For Wiesel, this is a critical test.
Can he successfully expand the brand’s presence in the....
