Dirt Devil Products


In 1981, a small group of investors saw an opportunity to purchase Royal, a small vacuum cleaner company to bring a fresh sales and marketing strategy to the industry. The new marketing approach included an aggressive advertising strategy and distribution into mass retail outlets. In 1984, Royal introduced an innovative new product, the Dirt Devil Hand Vac, ...Read More

Dirt Devil Products

In 1981, a small group of investors saw an opportunity to purchase Royal, a small vacuum cleaner company to bring a fresh sales and marketing strategy to the industry. The new marketing approach included an aggressive advertising strategy and distribution into mass retail outlets. In 1984, Royal introduced an innovative new product, the Dirt Devil Hand Vac, which has grown to become the company’s signature product and the largest selling hand-held corded vacuum cleaner in the United States. Since its debut, more than 23 million Dirt Devil Hand Vacs have been sold. This success has opened the door for many new product introductions under the Dirt Devil brand name.

Today, Royal (now TTI Floor Care North America) enjoys 98 percent brand name awareness in the Dirt Devil name and manufactures uprights, hand vacs, stick vacuums, canister vacs, and carpet shampooers. These products are now sold through major retailers nationwide. TTI Floor Care North America's mission is to be a premier consumer products company that strives to recognize the needs of their customers to supply them with quality products that solve their cleaning problems. These philosophies have enabled Dirt Devil to build brand loyalty derived from strong consumer satisfaction.

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