NEW YORK— Technological advancements were the name of the game in floor care this year. Vendors looked to pet hair pick-up, ion-battery upgrades and smart home sensors to draw consumers to the category.
Robotic vacuums with smart home connectivity also took center stage this year, with many established floor care vendors entering the market or launching updated models.
WiFi and Bluetooth connectivity that allow users to control their robotic vacuum is a must for the segment, vendors agreed, but voice activation also infiltrated the market as Amazon’s Alexa and Google’s Google Home devices saw increased consumer adoption. Many vendors were quick to include voice control features within existing and new to market robotic vacuum models.
Consumer adoption of these cleaning appliances continues to grow, and robotic vacuums have been labeled by the industry as a category to watch. In addition, some robotic vacuum manufacturers invested heavily in the segment, either through product development, acquisition or market expansion efforts, showcasing the expected growth of the category moving forward.
Moving & Shaking
• Midea acquired the 108 year-old Eureka brand from Electrolux in an effort to make further inroads into the competitive U.S. floor care marketplace.
• In an effort to expand its global operations, iRobot acquired Robopolis, its largest European distributor, based in Lyon, France, for $141 million.
• Neato Robotics was acquired by Germany-based Vorwerk Group in an effort to further expand into the home robotic vacuum market.
• Samsung appointed Tim Baxter to president and CEO of Samsung Electronics North America. Baxter continues to oversee sales, marketing and operations.
Brand News
• Neato Robotics integrated Google Assistant on Google Home within its connected lineup of robotic vacuums.
• Ecovacs Robotics expanded its Amazon Alexa-compatible robotic vacuums to include seven existing models and two new models. The company also moved into its new 3,000 square foot North American headquarters located in San Francisco.
• Sears Holdings signed two licensing agreements in an effort to broaden the reach of its Kenmore and DieHard brands internationally. Cleva North America now manufactures Kenmore and Kenmore Elite vacuums and accessories for distribution at retailers worldwide. The agreement applies to vacuum cleaners, stick vacuums, hand vacuums, robotic vacuums and more.
• Midea invested $30 million in expanding its business to Latin and Central America with the operation headquartered in Miami, FL. According to the company, it aims to reach a key area for its global expansion strategy. Midea also expanded its footprint in Silicon Valley with the opening of an Emerging Technology Center in San Jose, CA.
• Hoover underwent a major rebranding effort, which looked to build on the brand’s heritage while modernizing the way it is perceived in the marketplace. The new campaign was titled “A New Generation of Clean.”
• JPaulJones expanded the retail presence for its EyeVac Home line, a touchless vacuum system. The EyeVac Home is now placed with Best Buy in a new, featured “Wash Room” accessory set the retailer rolled out in the fall.
Product Pipeline
• Shark entered the robotic vacuum and smart home segments with the Shark Ion Robot 750 connected robotic vacuum. It features WiFi connectivity and voice control through the Google Assistant or Amazon Alexa. Shark also launched its first upright to utilize the company’s DuoClean technology, the DuoClean Powered Lift-Away Speed. The company also released the cord-free Shark IonFlex vacuum and Shark Apex vacuum, which is available in full-sized and compact options.
• iRobot launched the Roomba 890 and Roomba 690 WiFi connected robotic vacuums. The company also extended the availability of its cloud-connected cleaning with an Amazon Alexa skill for U.S. customers of WiFi connected Roomba robotic vacuums.
• Neato expanded its connected floor care assortment with two new robotic vacuums, the WiFi-enabled Botvac D3 and Botvac D5.
• Black + Decker entered the robotic vacuum market with its Smartech robotic vacuum line. The new robotic vacuums connect to the brand’s mobile app via Bluetooth, allowing users to control the vacuums from their smartphone. The brand also launched its first line of home cleaning products designed for pets, and introduced the PowerSeries Pro line of vacuum cleaners, which can be used as cordless uprights or as detachable canister vacuums.
• Electrolux introduced a newly designed robotic vacuum. The robotic vacuum features the company’s 3D Vision technology, and can be controlled via the company’s mobile app. The company also rolled out a pet-focused, 2-in-1 cordless vacuum cleaner, the Ergorapido PetCare and the ProSwivel upright vacuum.
• Bobsweep added to its smart home focused robotic vacuum line with the new Dustin model.
• Hoover introduced several new floor care appliances, including a new Hoover app compatible with some robotic, stick and handheld vacuums. Hoover also launched the Power Scrub Elite for routine and deep cleans and the Spotless portable carpet and upholstery cleaner for quick spot and stain removal.
• LG Electronics introduced the next generation of its CordZero premium vacuum cleaners. Both the new CordZero stick and canister vacuums feature the company’s Aero Science vacuum technology. Powered by RoboSense 2.0 technology, the canister vacuum is said to automatically follow the user to avoid the need to tug or pull.
• Midea launched its first floor care appliances under its recently acquired Eureka brand, including the Ultimate Clean Pet vacuum cleaner and the Instant Clean 2-in-1 handheld and stick vacuum.