NEW YORK— The healthy living trend has boosted the home environment category for several years, and this continued in 2017. Segments such as water and air filtration, which focus on maintaining a healthy environment in the home, have gained awareness.
This increased consumer interest spurred investment from vendors. Some sought brand expansion through increased product development and distribution while others looked to technology to draw in new customers.
Smart home continues to infiltrate the segment, and this year saw increased product development. While product development continues to increase within the connected segment of the category, security and privacy issues remain top of mind for vendors as well as consumers.
Moving & Shaking
• Lasko Holdings appointed Terry Carlson as CEO. Carlson succeeded Jerry Levin, who held the position of interim CEO since the November 2016 acquisition of the company by Comvest Partners and JW Levin Management Partners. Levin remains chairman of the board of directors.
• In an effort to support its U.S. growth, Bluewater appointed Mattias Westerberg as its new CEO, Trent Virden as technical officer, David Philmlee as head of marketing for its North American team and Marcus Larsson as chief financial officer.
• World and Main, parent company of Comfort Zone, appointed new members to its executive team. Ned Finch was appointed COO, Brenda Heffelfinger was appointed CMO and head of product management and Nick Pendrous was appointed gm/CIO.
Brand News
• In the wake of Hurricane Harvey, Friedrich and Lasko donated home environment appliances to help with recovery efforts. Friedrich donated 200 Chill room air conditioner units to Rockport, Texas, while Lasko Products shipped 1,000 fans to the Evelyn Rubenstein Jewish Community Center in Houston.
• GE Appliances added integration with Google Home’s Google Assistant across its entire suite of connected products, including its line of connected air conditioners. With the integration, consumers can access their GE appliances through voice control.
• LG rolled out Google Home compatibility across its suite of connected smart appliances, including air purifiers, air conditioners and robotic vacuums.
• Coway added Amazon Alexa voice integration to its connected air purifier, Airmega. The company also unveiled smart appliances set for a future launch in the U.S., including an air purifier/humidifier in one, and Cobot, a robotic air purifier.
• Aquasana moved beyond its direct-to-consumer roots and rolled out its countertop water filtration appliance, the Clean Water Machine, at Costco, with plans to continue to expand its retail distribution.
• Bluewater laid out plans for the expansion of its water filtration brand in the U.S. It also made a strategic push to fast-track wider public access to purified drinking water through public outreach.
• Whirlpool Corp. granted air purification systems manufacturer Aroma International exclusive rights to manufacture and market Whirlpool branded air purifiers, filters and accessories for North America.
• In an effort to raise air quality awareness, Blueair launched Air View, a free digital service that shows outdoor air hazards based on address.
• Winix relocated its North American headquarters to Vernon Hills, Illinois. The company said it plans to use the facility for the manufacturing of air quality products by late 2018.
• AHAM partnered with 17 leading brands to launch the “Filter It Out” campaign with the goal of educating consumers on the risk of unknowingly purchasing counterfeit and deceptively labeled water filters.
Product Pipeline
• Philips entered the home environment category with the launch of an app-connected line of air purifiers and humidifiers. With AeraSense technology, the air purifiers are said to automatically monitor and purify indoor air.
• Winix expanded its smart home products with the launch of the NK105 air purifier. The WiFi-enabled air purifier, when linked to a smart app, allows consumers to monitor and maintain the unit from their smart devices. The company also entered into a new joint venture with JBL to launch a new air purifier with a built-in Bluetooth speaker.
• Kenmore launched the Kenmore Elite smart room air conditioners line, allowing users to adjust home temperatures from a mobile device using the brand’s mobile app.
• LG entered the air purification and dehumidifier segments with the launch of its PuriCare line.
• DeLonghi launched several new seasonal appliances. The company launched its latest version of the portable air conditioning Pinguino line, the Pinguino Ex, a new line of SafeHeat ceramic heaters and the DEX-16F premium compact dehumidifier.
• Oreck expanded its air cleaner assortment with the launch of the Air Response line of air purifiers.
• Blueair launched an extension to its Blue by Blueair branded line of air purification appliances aimed at broadening its brick-and-mortar retail reach.
• Brita introduced the Brita Stream water filtration pitcher and new Longlast filters. The new pitcher filters water while the user pours rather than while filling the appliance.
• Rowenta added to its home comfort lineup with Silence Comfort heaters, in both personal and whole room sizes. In cooling, it launched the Turbo Silence Extreme fans line, which included a manual desk fan, electronic desk fan and electronic stand fan. The company also launched its Aqua Perfect humidifier.
• Guardian Technologies entered two new product categories this year with the introduction of its small space dehumidifier and Energy Light appliance.
• Comfort Zone introduced two new heater models and two new fans. It also expanded on its humidification offering and launched an ultrasonic cool humidifier with animal spout options.
• Chigo USA officially launched its line of portable air conditioners under a unified design theme.
• Brondell unveiled an updated assortment of air purifiers within its O2+ line, the Altitude, Revive and Halo.