Black+Decker Corners Cleaning Market

Heritage home products brand Black+Decker is partnering with appliance manufacturer Midea to develop and launch a new range of indoor vacuums.

April 6, 2018

Black+Decker Corners Cleaning Market

Heritage home products brand Black+Decker is partnering with appliance manufacturer Midea to develop and launch a new range of indoor vacuums. Beanstalk, Black+Decker’s brand extension agency, brokered the deal.

With a brand history of 100-plus years and highly recognized products in market such as the DustBuster for nearly 40 years, Black+Decker is an innovator of the home cleaning category. The latest offering, in partnership with Midea, will continue to extend the brand. The range of corded upright, stick, canister and wet/dry products will launch at mass retailers, home improvement centers, department stores, warehouse clubs, mid-tier stores, specialty stores and e-commerce retailers later this year.

“As we continue the re-launch of the Black+Decker brand, Midea will help us reinforce our brand promise with a range of innovative and quality upright, canister, wet/dry and stick vacuums,” says John Cunningham, vice president, business development, Stanley Black & Decker. “Midea is a leader

in the upright vacuum market and Black+Decker is the No. 1 brand in hand-held vacuums. I can’t think of a better collaboration to help grow the vacuum category for our retail partners.”

“Since its launch over 30 years ago, the Black+Decker DustBuster has become ubiquitous and a staple in American homes today. This is a testament to the brand’s long history of providing consumers with innovative, relevant solutions. To build on the brand’s heritage in the vacuum category, partners must embody the same virtues of ingenuity and quality,” says Allison Ames, president, Beanstalk. “Midea prides itself on providing products that are inventive yet affordable, making the company an ideal partner as Black+Decker continues to please new homeowners with products that will fit into their do-it-yourself lifestyles.”

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