April 24, 2024

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[THE INVESTOR] British technology company Dyson might directly enter South Korea, according to Sports Seoul on Nov. 17.

The UK company best known for its vacuum cleaners and bladeless fans is being distributed here by Cosmo Global, whose sales agreement ends in June 2017. 

The South Korean market has widely surpassed Dyson’s initial expectations. It is one of the top ten markets for the appliance company since 2014 and its revenue from the country surged 185 percent on-year in 2015.

There has been rising voices of dissatisfaction in particular over the prices set much higher than other countries, and almost non-existent after-sales service.

The internet-savvy customers here have purchased up to 15,000 Dyson products direct online instead, pushing the UK headquarters’ plan to set up a branch in South Korea.

By Hwang You-mee (glamazon@heraldcorp.com)