IFA International 2019 Day 5 Edition

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Toshiba Hero Products, on show at IFA

TOSHIBA DRAWS ON

ITS JAPANESE HERITAGE

Toshiba is launching a

comprehensive product line-up

at IFA including a new range of

refrigerators, washing machines,

microwave ovens and rice cookers.

IFA 2019 marks the first time that Toshiba

has offered a comprehensive suite of

products to consumers in the EMEA region,

all reflecting its roots in Japanese culture and

design.

Today the company says its “deeply

rooted Japanese values of craftsmanship

and attention to the last detail” provide

consumers around the world with “high-end

home appliances previously only enjoyed by

generations of Japanese households”.

While Toshiba appliances have been in

Japanese homes for generations, worldwide

the brand is best known for its laptops and

TVs. Last year Toshiba’s Home Appliances

division went through a rebrand as part of a

global expansion strategy.

“When we initiated last year’s global

rebranding project, we formed a series of

new guiding principles which will help us

take Toshiba’s heritage into the future and

develop world-leading product quality in

combination with the so-typical simplistic

Japanese design approach,” Head of Brand

& Communication at Toshiba, Brando

Brandstaeter says. “Reflecting ‘understated

confidence’ in design and communication

paired with our Takumi spirit and the

greatest attention to the details that matter,

will impress our consumers.”

Toshiba also organised special event at IFA

for new partners from more than 30 EMEA

countries, which underlined the company’s

global product launch strategy

Hall 5.1

Stand 101

LAURASTAR:

THE NEXT

GENERATION

On the eve of its 40th anniversary, Swiss

ironing products brand Laurastar has

announced the successors to CEO and

founder Jean Monney: his daughter and son,

Julie and Michael Monney. The siblings will

share the role, while their father remains

President of the Board of Laurastar Group.

“I am proud to have my children embark on

this entrepreneurial journey,” he said. More

than just a case of ‘keeping it in the family’

both candidates have impressive credentials

for inheriting the role. Julie Monney has

10 years of international experience with

firms including Unilever Cosmetics, and

Procter & Gamble, while Michael Monney

previously worked for Ernst & Young and has

been responsible for the Laurastar Group’s

Michael & Julie Monney

Joint CEOs, Laurastar

commercial management since 2010. “We

consider ourselves to be co-pilots: the world is

changing so quickly, and so are the methods of

management,” said Julie Monney

Hall 4.1

Stand 202

www.ifa-international.org IFA International • Tuesday 10 September 2019

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