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22 - 26 March

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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Dyson keeps mystery device under wraps

Dyson is employing an Apple-like level of secrecy around its latest invention, to be unveiled in a fortnight’s time, other than to say it will not be a vacuum cleaner, washing machine or hand dryer.

Dyson secretive about invention

This scotches rumours that Dyson’s engineers were ready to roll out a robot vacuum cleaner capable of cleaning rooms without the need for human intervention.

Dyson’s latest vacuum cleaner, the DC37 sporting Dyson’s patented “Ball” technology, has seen its UK launch delayed as a result of the mystery device - which will be launched internationally later this month.

Dyson has become synonymous with British engineering after pioneering a number of innovative designs which have come to international attention.

It will be the first new device to roll out of Dyson’s factory since 2009’s Air Multiplier fan, a follow up to the 2006 Airblade.

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