Brand Portfolio
At TTi - Techtronic Industries Co. - our brands are red-hot and our growth leads the home improvement industry. While driving our revenues from $300 Million to $3 Billion in just five years, we've exploded our share of the U.S. electric power tool market from 5% to over 20%.
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BRAND OVERVIEW
In 1981, a small group of investors saw an opportunity to purchase Royal Appliance and to bring a fresh sales and marketing strategy. With this new leadership, our sales grew from just under $5 million in 1981 to approximately $408 million in 2000.
The new marketing approach included an aggressive advertising strategy and new distribution into mass retail outlets such as Kmart and Wal-Mart. In 1984, Royal introduced an innovative new product, the Dirt Devil®Hand Vac, which has grown to become Royal®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. We strive to recognize the needs of our customers and 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.
