Dyson Ltd.'s vacuums continue to evolve with the UAE launch of the Dyson DC35 Digital Slim, the most powerful lightweight cordless vacuum for every floor type. With twice the suction power of any other lightweight cordless vacuum in use and powered by the Dyson digital motor, the vacuum has anti-static carbon fibre brushes to improve fine dust pick-up from hard floors. Carbon fibre has anti-static properties and the brushes on the Dyson Digital Slim reduce the build up of static charges. The brush bar also has stiff nylon brushes to pick up ground-in dirt from carpets. Dyson's digital motors are the fastest, highest power density motors ever developed for domestic appliances. Spinning a neodymium magnet at up to 104,000rpm, it is self-regulating to optimise efficiency. An internal microprocessor makes up to 3,300 adjustments each second to control its speed to monitor and self-adapt to vacuum airflow. Other cordless vacuums can lose up to half their suction power in use. Batteries fade, reducing power and their filters clog with dust, blocking the airflow. With up to 15 minutes of constant power (13 minutes with floor tool attached). Dyson's patented Root Cyclone technology - condensed to fit into the machine - spins dust and dirt out of the air using centrifugal force, so there's no loss of suction. A dual power mode allows up to 15 minutes of constant suction (13 minutes with floor tool attached). For stubborn dirt, a button can trigger 6 minutes of higher suction. A 66cm long, lightweight aluminium wand attaches directly to the machine to convert it from a handheld to slim vacuum cleaner. Using only a 22.2V lithium-ion battery pack, the machine releases its charge evenly so there is no drop in performance. It takes just 3.5 hours to fully charge the machine, up to three times faster than other cordless vacuums. A full charge gives up to 15 minutes of power, depending on cleaning mode.

Dyson announced that Max Conze, formerly North America president at Dyson, is taking over as chief executive of the company. Conze replaces former chief executive Martin McCourt, who has been company chief executive for ten years and is now leaving the company. Prior to joining the company, Conze worked for Procter and Gamble in Germany, China, Switzerland, the UK and the US.

Dyson Ltd. appointed Cathy Doyle-Heffernan as group HR director. Previously, she has held senior HR roles at Thomson Reuters and Ernst & Young. The company has also appointed Rebecca Pearce as its HR director for South East Asia. She has held several HR roles at large companies including Microsoft and BAE Systems.