yson’s technologies and experience them in person prior to making a purchase.  “We know that people increasingly want to buy from Dyson direct so we developed our Dyson Demo store – Service Centre, with Dyson experts providing expert advice, help and guidance – using live demonstrations and educational experiences to help bring the intelligence of our technologies to life,” he said. Dyson opened its first permanent bricks-and-mortar location in Australia in 2019 when it opened its ‘Beauty Lab’ in Sydney’s Queen Victoria Building. Customers can book hair styling appointments, drink prosecco and try out the brand’s hair products in the store.  Investment in product education For the latest opening, Dyson expanded its local team of 221 customer service experts with seven new roles at the Castle Hill store. The store features a walk-in service bar, where experts are available to coach owners on resolving machine faults at home, and a retail area for live demonstrations and expert advice on choosing the right machine. This area includes a digital touchscreen which helps customers discover the most suitable vacuum for their home.  “Fundamentally, we want people to understand why Dyson engineers develop and use technology to make better machines that create healthier spaces and hair styles. It’s only by experiencing the performance, that you can truly understand how the technology makes them different,” a Dyson spokesperson said.  There’s also a personalisation bar for gift wrapping and personalised case debossing for certain products. New and existing owners of the Dyson Supersonic hair dryer or Dyson Airwrap styler can personalise their case for free with a choice of coloured foils and blind debossing options.  Dyson has become a big name in haircare in recent years with its Supersonic hair dryer frequently demonstrated by influencers across social networking sites. The company is using its position in the haircare market to tap into this demand for styling advice. Dyson’s in-store experts provide hair styling tips and live demonstrations to help customers find the right tools and attachments for their individual needs.  “From Coanda rigs to hair drying and straightening demonstrations, [customers] can learn about the hair science expertise behind Dyson’s HairCare technologies and how they’re engineered for all hair types,” Dyson said.  “[Customers] can get a deep understanding about the problems they solve, including how Dyson styling technologies feature intelligent Heat Control, maintaining consistent heat output to protect hair from unnecessary heat damage.” Sustainability goals The local service centre aligns with Dyson’s sustainability goals, most notably its global ambition to triple repairability capability by the end of the year. The tech company says these local service centres reduce the need for unnecessary shipping of machines for repairs and provide an on-shore location for spare parts.  “When our engineers design our technology, they are never built in obsolescence. They use the most robust parts and materials to ensure our machines will last as long as possible,” the spokesperson said. To ensure durability of the products, Dyson says its technology goes through “the equivalent of years of abusive testing”, this includes pressing buttons thousands of times, dropping machines from a height repeatedly, and exposing components to extreme temperatures and humidity. “For this reason, we want to be able to repair and refurbish our machines as much as possible, because the materials and technology we include in our machines are built to last,” Dyson said.  All Dyson vacuum cleaners, fans, purifiers, hair dryers and stylers come with a two-year warranty covering parts and labour, as well as automatic product registration, meaning that customers will be notified when items such as purifier filters need replacing. Following registration, Dyson can also communicate product usage and maintenance tips and direct customers to spare parts and accessories. Dyson hinted that there are plans to further expand its store network and team in Australia to meet growing demand.  “In the coming months, we intend to be there for our owners even more with a growing number of people and spaces,” the spokesperson said.