The Hoover Company

Hoover Company
Company type	Private (formerly)
Industry	Household appliances
Founded	June 1, 1908; 118 years ago in North Canton, Ohio, United States
Founder	James M. Spangler
Headquarters	Warrington, Cheshire (UK headquarters, as of 2019), United States (original), United Kingdom (current European HQ)
Area served	United States, United Kingdom, Europe, Ireland
Key people	Herbert W. Hoover Sr. (former president and chairman), Herbert W. Hoover Jr. (former president)
Products	Vacuum cleaners, washing machines, tumble dryers, floorcare devices
Owner	Techtronic Industries (North America), Haier (Europe)

The Hoover Company is a manufacturer of household appliances that was established in Ohio, United States, in 1908. It gained a dominant position in the electric vacuum cleaner sector within the United Kingdom, where the Hoover name became almost interchangeable with vacuum cleaners throughout much of the 20th century, including in Ireland. Hoover North America, formerly under Maytag, was sold by Maytag’s parent company, Whirlpool Corporation, in 2007 to the Hong Kong-based multinational Techtronic Industries for $107 million. In 1993, Hoover International separated from Hoover North America and was acquired by Candy in 1995, which subsequently became part of Haier in 2019.

Besides its floorcare products, Hoover was a prominent brand in the European domestic appliance market, particularly recognized for washing machines and tumble dryers across the UK and Ireland, with substantial sales throughout Europe. Presently, Hoover Europe operates under Chinese multinational Haier, continuing to hold a significant position in the European markets for both white goods and floorcare devices.

History

The inaugural upright vacuum cleaner was created in June 1908 in North Canton, Ohio by janitor and inventor James M. Spangler. Suffering from asthma, Spangler engineered a suction sweeper by integrating an electric fan motor with a carpet sweeper. After securing a patent for his Electric Suction Sweeper, he initiated small-scale production with assistance from his family.

Spangler gifted one unit to his cousin Susan Troxel Hoover, who suggested it to her husband William Henry "Boss" Hoover and their son Herbert William Hoover Sr., who were leather goods manufacturers based in North Canton (then known as New Berlin). That same year, Hoover acquired Spangler’s patent and founded the Electric Suction Sweeper Company with an initial capital of $36,000 ($ today), keeping Spangler on as production supervisor receiving royalties. Spangler continued refining the product until his death in 1915; the firm was renamed Hoover Suction Sweeper Company, and Spangler’s family received royalties until 1925.

Henry Dreyfuss and Hoover

During the early 1930s, Hoover enlisted industrial designer Henry Dreyfuss to revamp its vacuum cleaner range. Before his involvement, the models featured a black motor paired with an aluminum base—a design that had remained largely unchanged for over twenty years. The 1932 'Hedlite' model was considered cumbersome and unattractive.

Dreyfuss introduced sleek designs that culminated in the 1936 Model 150. For a fee of $25,000, he created a tear-drop shaped Bakelite casing that concealed mechanical components and included a headlight, enhancing both functionality and brand image. This design established a new benchmark for Hoover’s products by focusing on style and efficiency. His final contribution was the 1957 Convertible model.

Development

To address early consumer hesitation, Hoover implemented a ten-day free trial program through local retailers and developed a nationwide distribution network. By 1912, its sales had expanded internationally to countries including Norway, France, Russia, Belgium, Holland, and Scotland.

In 1919, Hoover’s advertising agency introduced the slogan 'It Beats...as it Sweeps...as it Cleans,' emphasizing the rotating brushes that set Hoover vacuums apart from competitors relying solely on suction power. By 1926, Hoover had developed the 'beater bar'—a rotating metal bar attached to brushes—that more than doubled cleaning effectiveness and solidified its market leadership.

In 1929, Hoover unveiled the Model 200 Duster, its first cylinder vacuum featuring a modified motor and an aluminum body; however, production was limited to about 9,000 units over three months.

Herbert W. Hoover Sr. assumed company presidency in 1922 and became chairman in 1932. In 1930, Hoover introduced the Dustette—the first handheld vacuum cleaner—renowned for its durability that remains evident today.

The introduction of the Hedlite headlamp on select models in 1932 improved visibility when cleaning dark areas and was promoted with slogans highlighting its ability to reveal hidden dirt.

The premium Model 150 (1936) incorporated features such as automatic height adjustment, a lightweight magnesium body, instant tool conversion capabilities, and a two-speed motor—all housed within Dreyfuss’s signature design. Priced at $80 during the Great Depression era, only about 166,000 units were manufactured until 1939. More affordable variants included Models 25 and 300.

Vacuum production halted during World War II (1941–45) as manufacturing facilities were repurposed for military needs. After the war ended, Hoover resumed vacuum production with the Model 27.

In 1950, Hoover introduced the Veriflex model featuring the industry’s first rubberized suction hose. That same year marked Herbert W. Hoover Jr.’s succession as company president. The brand also began adopting vivid color schemes starting with the red Model 29 as part of ongoing product modernization efforts.

Dreyfuss’s final design for Hoover was the Convertible Model 65 (1957), which featured 'Automatic Shift'—a tool converter that automatically increased motor speed when engaged. This became Hoover’s best-selling vacuum globally; while domestic production ceased in 1993, commercial versions are still available.

The Dial-A-Matic model launched in 1963 incorporated clean-air technology whereby air passed through the bag before reaching the fan—enhancing performance and influencing industry standards. Made from hard plastic, it remained in production until the late 1970s.

Hoover debuted the model 1170 in 1969 featuring 'Powerdrive' self-propulsion—a mechanism employing gears and belts controlled via a ‘Triple-Action’ handgrip—reducing user fatigue and representing an industry innovation. This technology evolved into modern ‘Self Propelled’ functionality still used today.

Regarding corporate transitions, the Hoover family sold the business to Chicago Pacific Corporation in 1986; later Maytag Corporation acquired it in 1989.

On March 14, 2009, after more than sixty years of operation amid increasing competition, Hoover ended washing machine manufacturing at its Merthyr Tydfil plant. This closure resulted in the loss of 337 jobs; however, headquarters and logistics operations remained at that location with some employees retained.

By 2019, Hoover had moved its UK headquarters to Warrington, Cheshire while continuing distribution activities at Pentrebach. The company also supports rugby league team Warrington Wolves as part of its community involvement initiatives.

Notable Hoover Appliances

The Junior: Introduced in the 1930s by Hoover Limited (UK), the Junior was a compact upright vacuum cleaner tailored for apartment living and smaller residences. It emerged as Hoover's top-selling model in the UK, with sales reaching millions before production ceased in 1987. Between the mid-1960s and late 1970s, Hoover Limited exported the Junior to the United States, where The Hoover Company in Ohio modified it to comply with American electrical standards. In the US market, it was sold under the name Lightweight Upright instead of Junior.
The Dirtsearcher: Launched in 1969 by Hoover Limited (UK), this vacuum was a development of the Junior and incorporated a Model 638-style headlamp. It became Hoover’s most popular vacuum manufactured in the UK, distributed throughout Europe and Commonwealth countries, though it was not available in the US. Additionally, some 110 V versions were offered in Canada alongside Junior and Senior/Ranger variants.
The Portable: Debuting in 1963, this "Suitcase" style canister vacuum initially lacked wheels but featured internal storage for its hose, attachments, and power cord. Wheels were introduced in 1969 to enhance mobility. Production continued until 1978, sharing its motor with the Dial-A-Matic upright model, which was Hoover’s first vacuum featuring clean-air technology.
The Constellation: Designed by Henry Dreyfuss and launched in 1954, this cylinder vacuum cleaner had a unique spherical design inspired by space-age technology. Its innovative "walk on air" mechanism used exhaust air to hover just above the floor surface, enabling smooth movement without wheels. The Constellation enjoyed nearly 25 years of popularity, discontinued in the mid-1970s following the introduction of the Hoover Celebrity but remained in production in the UK into the 1980s. Due to sustained demand, it was reissued between 2006 and 2009.
Model 28: Manufactured from 1946 through 1950, this post-war vacuum model sold over two million units across America.
Model 63: Released in 1953 as a premium model priced at $116.95 (adjusted for inflation), it introduced features such as a full wrap-around bumper and disposable dust bags. With a two-tone blue design by Henry Dreyfuss, more than four million units were sold globally by 1956. In the UK market, it was known as model 638.
Hoovermatic: This enduring series of top-loading twin-tub washing machines was produced from 1948 until 1993 throughout Europe, Australia, and New Zealand. Marketed as Washdog in North America, these machines employed an impeller ("Pulsator") to generate water currents for effective washing performance.
The Convertible: Released in 1957 as Model 65, this vacuum cleaner featured an automatic speed adjustment when accessories were attached for improved above-floor cleaning efficiency. It became one of America's most recognizable vacuums, remaining in production until the early 1990s and still available for commercial use today. In the UK market, it was branded as Senior, aimed at larger households and maintaining a strong presence behind the Junior model.

Present-Day Offerings

Hoover's product lineup varies depending on the region. In the United States, floorcare products under the Hoover name are manufactured by TTI. Meanwhile, in the UK and much of Europe, Hoover branding is applied to Candy Group’s range of appliances, which includes white goods such as washing machines, dishwashers, refrigerators, alongside floorcare equipment. Comprehensive product details can be found on regional Hoover websites.

The term "hoover"

Within the United Kingdom and Ireland, the word "hoover" has evolved into a generic term for both "vacuum cleaner" and the action "to vacuum," a legacy of the company's market leadership during the early 1900s. Although Hoover no longer dominates UK vacuum sales, this expression remains prevalent in everyday language.

The Hoover Historical Center

Founded in 1978 in North Canton, Ohio, the Hoover Historical Center preserves and presents the company’s legacy. Situated on the campus of Walsh University, the center showcases Hoover products alongside vacuum cleaners from before the company's inception, wartime munitions produced during World War II, and personal items belonging to members of the Hoover family.

Changes in ownership

Hoover entered the public stock market in 1943, enabling further growth. In 1985, Chicago Pacific Corporation took ownership of Hoover, and subsequently, Chicago Pacific was acquired by Maytag in 1989.

In 1993, a merger between Hoover Trading Company and Hoover UK resulted in the formation of the Hoover European Appliances Group. This group was purchased by Candy Group in 1995, which obtained exclusive rights to use the Hoover brand throughout Europe (including former Soviet states), North Africa, and certain Middle Eastern regions.

Maytag centralized its operations in Newton, Iowa in 2004, which led to significant layoffs at Hoover’s North Canton facility. Following demands for lower production costs, some manufacturing activities were relocated to Mexico while several plants were shut down.

After Whirlpool completed its acquisition of Maytag in 2006, it divested Hoover to Techtronic Industries (TTI), headquartered in Hong Kong, for $107 million. TTI subsequently announced the closure of the original manufacturing plant in North Canton in September 2007.

Hoover's presence in Australia

From 1954 onward, Hoover operated a factory in Meadowbank, New South Wales, producing washing machines and other appliances. As a subsidiary of the American Hoover company, Hoover Australia merged with Chicago Pacific in 1985 and later with Maytag in 1989. The Australian branch maintained independent management along with dedicated sales, marketing, engineering, maintenance teams, and a sizable manufacturing workforce. In the early 1990s, investments in technology upgrades, quality enhancement programs, and flexible labor practices contributed to robust profitability.

In 1994, with a six-month operating profit reaching $8.85 million, Hoover Australia prepared for an initial public offering that triggered competitive bids from Email Limited and Southcorp—two major Australian whitegoods manufacturers seeking to expand their market footprint. Southcorp successfully acquired Hoover Australia by December 1994 and launched extensive restructuring efforts by March 1996 that included significant staff reductions. This phase corresponded with a notable increase in Southcorp’s stock value.

By April 1999, Southcorp Appliances—which encompassed brands such as Hoover, Dishlex, and Chef—was sold to Email Limited. This acquisition granted Email approximately 60% control over Australia’s whitegoods sector.

Following this purchase, Southcorp implemented stringent cost-reduction strategies at the Meadowbank site that instilled a climate of apprehension among employees while attributing operational shortcomings to workforce issues. Production of barrel and upright vacuum models as well as front-load washing machines ended; these products were replaced by imports. Plastic molding processes were outsourced and higher-quality components were substituted with less expensive alternatives. Preventive maintenance efforts declined significantly, causing frequent machinery breakdowns. These corporate changes effectively dismantled Meadowbank’s manufacturing capabilities.

Toward the late 1990s, Email shuttered the Meadowbank plant and consolidated production at Simpson facilities located in South Australia. The vacuum cleaner segment was sold off to Godfreys. Subsequently, Email was disbanded; Electrolux acquired its whitegoods division in February 2001. Soon after this acquisition, Electrolux terminated its license for the Hoover brand within Australia and ceased local manufacture and distribution of Hoover appliances.

As of 2019, Hoover-branded whitegoods remain available throughout Australia via multiple retail outlets.

Free flights promotion

In 1992, Hoover's UK branch introduced the Hoover free flights promotion, which sparked demand that far surpassed initial projections, resulting in substantial expenses and negative publicity. This controversy played a key role in the eventual transfer of Hoover UK to the Italian firm Candy. Subsequent legal proceedings took place in 1993, highlighted by the victorious Hoover v. Sandy Jack case in Kirkcaldy, along with additional lawsuits initiated by the Hoover Holiday Pressure Group in St Helens.

Competition

In 2000, Hoover was ruled liable for patent infringement due to its incorporation of Dyson’s Dual Cyclone technology, augmented by an extra cyclone, in its Vortex vacuum model. This legal setback diminished Hoover’s market position across both the UK and US, thereby intensifying rivalry.

Within the United States, Hoover competes alongside brands such as Royal, Dirt Devil, Oreck, and Vax—all subsidiaries of Hoover's Hong Kong parent company, Techtronic Industries—as well as Kirby, Rexair, Eureka, Dyson, Electrolux, Panasonic, Bissell, and Kenmore (Sears’ private label).

In the British market, leading competitors include Dyson and Electrolux, followed by Bosch, Dirt Devil, SEBO, Vax, Morphy Richards, Miele, Bissell, Numatic (manufacturer of the "Henry" vacuum), Zanussi, Russell Hobbs, LG, among others.