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Winds Of Change At Dyson

Winds Of Change At Dyson Co Design business design


Dyson is aiming for a bold and potentially risky expansion of his brand, which some employees have taken to calling "Dyson 2.0." Last year, the company broke ground on a more than $400 million technology campus adjacent to the Malmesbury headquarters. When it is completed next year, it will house 3,000 designers and engineers. Already, the company has brought in hundreds of software and computer hardware specialists and tripled the size of its engineering staff. The company currently funnels $2.5 million into R&D every week; it has spent $8 million on a cutting-edge robotics research lab at Imperial College, in London, and put another $15 million in the American-based solid-state battery company Sakti3.

In coming months, the technology campus will serve as a launching pad for a range of new verticals, some of which Dyson has disclosed (robotics), some of which seem imminent (the Sakti3 investment appears to indicate a further interest in household electronics), and some of which are entirely classified. Meanwhile, a few months before I arrived in Malmesbury, Dyson announced it was acquiring the LED lighting company founded by James’s eldest son, Jake, and bringing Jake on board as a senior executive. (Jake and his younger brother, Sam, the owner of a record label, Distiller, both have seats on the board of directors.) Jake’s lights will be sold under the Dyson name; all manufacturing will be transferred to the Southeast Asian facilities used by Dyson proper, and Dyson will gain market share in yet another industry.

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Funny to think of Dyson going into other "verticals" like lighting, since the brand stands for vacuums.

I guess they want the brand to stand for design and engineering excellence.

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