Dirt Devil
Dirt Devil is a brand name originally introduced in 1981 by the Royal Appliance Manufacturing Co, an American vacuum cleaner and floor care company. The company and the brand are now owned by TTI Floor Care North America, a subsidiary of Hong Kong–based Techtronic Industries, who also own Oreck, Vax, and Hoover North America.
Royal Appliance Manufacturing Company
The origins of the Dirt Devil brand can be traced back to a company founded in 1905 as the Royal Appliance Manufacturing Company, selling the 'Royal Sweeper' from premises on Cochran Road in Solon, Ohio. At about the same time Philip Geier started the as "P. A. Geier Co" also in Cleveland, Ohio, and around 1910 when they started building vacuum cleaners he bought the rights to the Royal name. Their first hand-held vacuum cleaner the "Royal Prince" was introduced in 1937, and by 1953 the company was renamed the "Royal Appliance Manufacturing Co", producing vacuum cleaners, mixers, hair dryers, and washing machines.In 1984 Royal introduced the Dirt Devil Hand Vac, to compete as a lower-cost, mass-market alternative to the existing Royal Prince line of all-metal hand vacuums, as well to compete with the Black & Decker DustBuster. Originally named "Royal Dirt Devil", the company made "Dirt Devil" the primary brand name; the line eventually evolved to include more models, including upright vacuum cleaners, most with distinctive red plastic cases.
In 2003 Royal Appliance Mfg. Co. was sold to Techtronic Industries of Hong Kong. Their sub-division TTI Floor Care now also owns Hoover (North America), Oreck, and Vax.
Historical products
Dirt Devil Hand Vac – Introduced in 1984, and selling over 23 million units by 2004.Dirt Devil Broom Vac – debuted 1987- '''Dirt Devil Broom Vac'''
Slogans
- "Nothing escapes the power of a Dirt Devil"
- "Fight Dirty"
- "Let's Go"