Sears Introduces AAFA Certified Kenmore Intuition Upright Vacuum

Hoffman Estates, Illinois based retailer Sears has released a new study founded by their iconic appliance Private Brand Kenmore. The survey found nearly half of Americans (49%) say that when it comes to vacuuming they cut corners by skipping areas underneath or behind furniture. Some clean only when they see visible dirt on the floor. That means they might be missing the 100,000 dust mites on the average square yard of carpet. With fall allergy season upon us and holidays just around the corner, renowned home keeping expert and author of The Accidental Housewife Julie Edelman says now is the perfect time to bring these dirty secrets out into the light of day and tackle dirt and dust in our homes.

Edelman suggests that when it comes to keeping your home clean it really starts at the ground floor. According to the Kenmore survey, 50% of Americans occasionally or never take off their shoes before entering the house. To combat dust, dirt and allergens from being tracked through the house, create a no shoes rule in your home and place a mat at all entryways. Also, use a vacuum certified “asthma and allergy friendly” by the Asthma and Allergy Foundation of America (AAFA). The survey conveniently supports the introduction by Sears and Kenmore of the first vacuum to receive this AAFA recognition, the Kenmore Intuition Upright Vacuum uses both bags and filters that are HEPA certified to assist with better air quality. HEPA cloth bags capture 99.97% of all dirt, dust and allergens to meet the HEPA standard.

“I’m all about making housework a pleasant experience but it seems most of today’s vacuums care more about looks versus getting the job done,” said Edelman. “Having clean floors not only looks great, but it also prevents the spread of dust mites that cause allergies. Selecting the right vacuum can lead to a healthier, cleaner home, and give you more time to do the activities you enjoy, rather than doing chores.”

The latest data indicates upright vacuums are most popular – they’re found in 67% of American homes. 45% of those upright vacuums are bagless; however, bagged vacuums have major advantages. For instance, when bagless dust containers are emptied into the trash they cause dirt, dust and allergens to escape into the air, and ultimately back on the floor you’ve just cleaned. In addition, bagged vacuums typically cost a few hundred dollars less than bagless vacuums that may offer less power.

Entertaining guests and the changing seasons drive cleaning regimens. A quarter of Americans describe their cleaning style as minimalist, only cleaning for company or seasonally in the spring or around holidays. However, when it comes to cleaning floors, vacuuming should be done once a week with a powerful vacuum. More power, at least 200 airwatts, means more airflow and ultimately greater suction. Also opt for vacuums with a motorized agitating head.

“Kenmore vacuums are all about being tough on dirt whether through a powerful motorized head, HEPA certified bags and filters, or simply keeping dirt in a bag during dust disposal,” said Michael Castleman, president, Kenmore, Craftsman and DieHard and SVP Sears Holdings. “We’re offering powerful and efficient cleaning solutions so our customers have optimal home experiences. In other words, we’re treating dirt like dirt.”

Product highlights for the Kenmore Intuition Upright Vacuum include:

  • 3D inducer motor is the most powerful Kenmore vacuum motor with 20 percent more air power than other Kenmore models
  • Beltless Direct Drive three motor provides superb cleaning performance, while eliminating the need to purchase replacement belts, which saves you money
  • Electronic dirt sensor alerts you to the dirt you can’t see
  • Power-flow dual-chamber bag system sustains the vacuum’s performance as the bag fills with dirt
  • HEPA filtration not only captures 99.97% of all particles down to 0.3 microns in size but also cleans exhaust air

Additional Kenmore Survey Findings:

  •  Nearly half of Americans (49%) say they cut corners by skipping areas underneath or behind furniture and clean only when they see visible dirt on the floor. Actually, more women (36%) report cutting corners than men (29%).
  •  One in 10 Americans says it takes an expected guest to prompt them to vacuum.
  • The older you are, the more likely your kitchen floor is the dirtiest floor in your house. As age increases, so too does the percentage of Americans who report that their kitchen floor is the dirtiest in the house (41% of 18-34 year olds vs. 53% of 55+).
  •  One-third of women age 18-54 say every day is cleaning day, while half of women 35 and older call themselves weekly cleaning warriors.
  • More than a quarter of Americans dislike emptying a bagless vacuum dust canister.

Methodology: The Russell Omnibus was conducted online from September 21 – September 24, 2012 among 1,029 online adults across the United States. Figures for gender, age, and geography were weighted where necessary to match their actual proportions in the population.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.