Dyson Business Model and SWOT Analysis – How Does Dyson Make Money?


Dyson is a multinational technological business specializing in the manufacture of vacuum cleaners. Since then, it’s evolved to include a broader range of home goods and technological endeavors.

Everything about this organization has been established with a strong work ethic and an open-door policy encouraging employees to express their thoughts without fear of reprisal.

It is estimated that products from this brand are sold in over 50 nations worldwide. What is more, The company continues to prosper in competitive sectors, and its earnings have grown steadily over the last several years.

Company Profile

Company NameDyson Limited
FoundersJames Dyson
Key PeopleJim Rowan – CEO / President, James Mullen – CFO Dyson Americas, Jeff Gunderson – Vice President Sales, Clare Dunbar – Vice President Marketing – US, Sheri Bernal – VP People and Places, Dyson Americas, Cindy Knowles – Vice President: Program Management and Strategy, Ester Jimenez – VP IT Americas
HeadquarterSt James Power Station, Harbourfront, Singapore
Company Revenue8.2 billion USD
Key CompetitorsVenture Corporation, Samsung Electronics, Kin Yat, Bosch, Electrolux and  Whirlpool

What is Dyson? A Brief History

James Dyson started this UK technology business as Dyson Limited in 1991, with its headquarters in Malmesbury, England.

Since then, the founder has pioneered the cyclonic and bagless vacuum technique used today. But unfortunately, despite his best efforts, he could not get a license from any vacuum producers.

Although being sued for patent infringement, Dyson produced his own vacuum cleaner multiple times.

 Because of technological advances, the company went on to make things like fans and hand dryers. They also made things like robot vacuums, air purifiers, and electric cars in the future, and they are all obtained with patented IP.

The business has developed from one enterprise and one product idea to a worldwide technology corporation with more than 1000 engineers. As of February 2018, Dyson has approximately 12,000 workers globally.

How Does Dyson Work and What Does it Offer?

So how exactly does Dyson work?

As a general rule, engineers always research and develop innovative product features, starting by identifying and solving the problems on hand.

Our team devotes months to brainstorming the most extreme ideas possible to develop a solution to a specific issue.

Throughout the years of imaginative thinking, dedicated labor, and projected investment, the technologies at the heart of Dyson devices have been refined and improved.

The company prides itself on the groundbreaking and patent-protected technology, and it will keep developing its devices and influence people’s daily routines.

What does Dyson offer to its consumers?

Dyson is the go-to brand for everything from air purifiers to vacuums to heaters and lighting when it comes to home appliances.

The company’s value proposition on the new product is its capacity to meet all users’ cleaning demands with wireless ease and interchangeable batteries.

Cordless vacuums will be made more generally accessible as a product that can be utilized in the house and the workplace by overcoming any possible roadblocks that stand in their way.

Dyson Business Model

Dyson has established the critical business models to ensure effective development:

1. Make significant investments in research and development

There are no exceptions to the company’s goal of producing the finest product in its respective market. R&D expenditures account for around 20% of total corporate revenue.

2.  Offer at a High Price

Dyson is known for charging a premium for its products. At $700, the company’s standing vacuum cleaner is the most outlandish price on the market, compared to a $40 choice.

3. Branding Value

Dyson succeeded in building a brand by shifting the boring household appliance industry into one brimming with contemporary technology and slick product designs. As a result, it is commonly referred to as the “Apple of household appliances” for its meticulous quality control.

Dyson Unique Selling Propositions

The company’s unique selling proposition has been seen in the following two aspects to strengthen its competitive advantages in the market.

Advocacy for Patents

The company has a slew of patents to protect its cutting-edge product designs. For example, this entity invested $71 million and submitted 100 patent portfolios to create the Supersonic Hair Dryer. According to reports, patent litigation costs the corporation about $6.5 million a year.

Distinguish between Excellent Products and Superior  Services.

Using its technology, Dyson strives to be the best in every market in which it operates. As an example, the technology in its vacuum cleaners has yet to be used in its rivals’ products.

How Does Dyson Make Money?

Recognized as an expert in household appliances, the company has primarily made good money in this category.

It introduced cutting-edge technologies in the cosmetics, lighting industries, and floorcare, and it shifted its focus to direct retailing and online sales.

The firm is expanding its ‘Dyson Demo’ storefronts and internet shopping experience to meet the growing demand for buying directly from the manufacturer.

Moreover, hand dryers and vacuum cleaners are two of the most well-known products of the corporation, which had a net profit of £711 million in 2019.

As a result of Dyson Holdings’ decision to relocate its main headquarters from the UK to Singapore and terminate its electric vehicle development, its earnings increased by 17% in 2019.

Since then, the company’s emphasis has shifted to robots, machine learning, and other innovations.

Other than that, the interest earned by the corporate and the rental revenue from the investment property is two more income sources.

Dyson SWOT Analysis

The benefits and drawbacks of “Dyson” may be better understood using a SWOT analysis, which considers inner strengths, inner weaknesses, threats, and opportunities. As a consequence of this investigation, Dyson’s present situation becomes more apparent.


  • Cutting-edge Products: This is the company’s most essential asset. James Dyson is a man who lives and breathes invention. For example, the company designs and manufactures home goods such as vacuums, air purifiers, etc.
  • Finest Quality: Products created by Dyson are now all painstakingly planned and built. All products are thoroughly inspected to ensure they are of the highest possible standard.
  • Establishment of James Dyson Foundation: To encourage youngsters to continue engineering professions, James Dyson established his foundation in 2010. To do this, they go to various educational institutions and provide seminars for students on various topics.
  • Massive Labor Force: The company employs over 12,000 people across the globe. The achievement of their product depends on the contributions of every worker.
  • Astonishing Styles: The company produces unique and spectacular features for each product. Each item is distinctive and crafted with brilliant colors that go well with the design.
  • Excellent Application of Technology: The Dyson crew is enthused about the internet and mobile marketplaces.


  • Expensive Cost: Dyson’s goods are somewhat more costly than those of its rivals. This might be a big issue for the firm, causing them to lose consumers.
  • Controversy and Lawsuit: The company had been sued by Qualtex, Amway, Samsung, Vax, and Excel Dryer for stealing its design. Dyson’s image has been harmed by a couple of additional incidents of scandal.
  • The Collapse in Washing Machine Development: Inspired by his vacuums’ phenomenal triumph, the founder sets out to develop a brand-new washing machine design. Contrary to expectations, its development was a financial loss rather than a financial gain for the corporation.


  • Worldwide Growth: Dyson is a worldwide firm with goods sold in over 50 countries. First, due to worldwide expansion, the company’s products resulted in a dramatic increase in earnings. The company creates a favorable brand reputation. Additionally, the growth makes it simpler to stay competitive. China also transformed into Asia’s fastest emerging vacuum cleaner industry, enabling this leading brand to survive in a very competitive industry.
  • Increasing Features and Benefits of the Product: Dyson’s items may be extended by incorporating additional features. This will meet the customer’s requirements, and users will have a better experience due to this.
  • Digital Visibility: The company values have made it possible for consumers to buy from a range of stores.
  • Satisfy The Demands of Consumers: Dyson’s aim is straightforward: discover answers to everyday issues to make life easier for people’s daily living. The trust level in customers has been growing, and they have become very loyal to the brand.
  • Economies of Scale: A surge in Dual Cyclone vacuums selling helped propel the business into market domination in 2000. According to its website, the company sells 100,000 items every month in the UK, giving them a 20 percent European market share.


  • UK’s Market Volatility: UK property prices have long been susceptible to dramatic fluctuations. This poses a substantial danger to the company’s operations.
  • Low-Cost Production: The corporation is under considerable pressure from lower-priced competitors. Lower-priced items tend to be purchased by customers, hurting the company’s revenue model.
  • Fierce Rivalry Competition: The company faces a formidable challenge. A severe danger to their company might come from opponents with quality brand images.
  • A Procrastination in the Release of a Product: Due to competition, delays in the introduction of products represent a substantial threat to a company’s success.