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Article: SWEPT TOGETHER; Hoover, Dirt Devil standoff dissolves as a single owner bonds the two and readies to refocus the brands.
- Article from:
- Crain's Cleveland Business
- Article date:
- March 5, 2007
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JOHN BOOTH
Theirs is a brand rivalry with Northeast Ohio roots stretching back nearly a century.
But now that Hoover and Dirt Devil are corporate siblings, their newly named parent company must get the iconic vacuum cleaner brands to play nice in the same room.
"This isn't about reinvention. This is about refocusing,'' said Dave Schiever, vice president of marketing for TTI Floor Care North America, which officially was formed Jan. 31 when Techtronic Industries Co. of Hong Kong finalized its $107 million purchase of Hoover Co. from Whirlpool Corp.
"Over the next few months, our immediate attention is establishing that clear ...