Federal judge: Euro-Pro's Shark vacuum beats Dyson's Animal in independent tests

Court denies request by Dyson to halt Shark's advertising

Mar 11, 2015, 09:57 ET from Euro-Pro

NEWTON, Mass., March 11, 2015 /PRNewswire/ -- Euro-Pro, creator of the iconic household brands Shark and Ninja, announced today that a federal judge in Chicago ruled in favor of Euro-Pro in the battle over consumer advertising of vacuum cleaners.

In a detailed 60-page ruling released this week, U.S. District Court Judge Joan Gottschall denied a motion by Dyson to stop market-leader Euro-Pro from claiming that its flagship Shark Powered Lift Away upright vacuum "deep cleans carpets better than Dyson's best vacuum." 

"We are grateful for the victory," said Mark Rosenzweig, Euro-Pro's CEO.  "We are disappointed that Dyson resorted to litigation to stop a truthful claim that our vacuum has superior performance." 

In her ruling, Judge Gottschall wrote that, "Dyson has simply failed to establish a sufficient likelihood of success on the merits of its claims.''  She ruled that independent tests confirmed that the Shark Rotator Powered Lift-Away (Model NV650) outperformed the Dyson Animal (DC65).

The Chicago decision is another victory for Euro-Pro in its ongoing war with Dyson for supremacy in the consumer vacuum-cleaner industry.  In late 2013, Euro-Pro's Shark vacuum brand captured the No. 1 spot for U.S. market share from Dyson, and has maintained and strengthened that position over the last year, according to industry data.  The Euro-Pro Shark brand has more verified 5-star online reviews of uprights over $149.99 on major national retailer websites than any other vacuum brand.

Last September, Euro-Pro filed a lawsuit in Boston over Dyson's false claims that its Animal vacuum has "Twice the Suction'' of its competitors, a claim that Dyson has now acknowledged is false.  That case is pending.

About Euro-Pro:
Euro-Pro is the creator of the familiar household brands Shark & Ninja.  Euro-Pro is a pioneer in innovative cleaning solutions and small household appliances with the goal of giving today's busy consumer better and more efficient products that fit their lifestyle.