Monday, March 26, 2018
Electrolux is leveraging the digital expertise and consumer-focused approach of Anova–a leading smart kitchen brand acquired in 2017 by the Electrolux Group–to sell Pure i9 direct to consumer out of its newly established innovation hub in San Francisco.
"We are extremely proud of this product, which we believe will make robotic vacuum cleaners a relevant category for all consumers. This is no longer a gadget for early adopters but a high-performing vacuum cleaner that effortlessly cleans your home while you are away," said Ola Nilsson, Head of Electrolux business area Home Care and Small Domestic Appliances. "With the Pure i9, we're taking the first step in creating a truly responsive ecosystem of products for wellbeing in the home."
Electrolux has more than 100 years of experience building vacuum cleaners. The company pioneered the robotic vacuum category with the launch of Trilobite–the world's first robotic vacuum cleaner–in 2001. Electrolux is now re-entering the category in the U.S. with the launch of Pure i9.
"We are excited to be involved in launching this product in the U.S.," said Stephen Svajian, CEO and co-founder of Anova, "The way we meet and engage with consumers in social media has helped make the Anova Precision Cooker the world's best-selling sous vide device. We believe the Pure i9 has great potential with a similar approach."
Pure i9 debuted in Europe in the fall and has since earned best-in-class ratings from leading tech publications around the world. The robotic vacuum also received a 2018 iF Design Award for excellence in product design. It is available in the U.S. at purei9.com.