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CLEAN LIFESTYLE [ LAUNDRY CARE ] VAPORELLA FOREVER 675 ECOPRO The Eco Program function on the new Vaporella range by Polti automatically sets steam pressure and iron temperature resulting in a 30% energysaving on the manual mode. The auto shut-off turns the appliance off after 10 minutes of non use. The Auto Kalstop function signals when to add natural Kalstop scale remover to keep the appliance in optimal working condition. » HALL 3.1 / STAND 107 UNIQUE SELLING POINTS POWER PRACTICAL DESIGN Professional results with 4.5 Bar steam concentrated at the tip of the aluminium. Removable water tank allows a quick and convenient refill. Cork handle and black housing presents an attractive ironing option. SIEMENS IQ 700 HEAT PUMP DRYER Set on the cotton program with a full load, Siemens' new iQ 700 heat pump dryer needs only 17 minutes of drying time for each kilo of laundry. The iQ 700 is up to 35 minutes faster than any of Siemens' previous heat pump dryers, and caters to the increasingly rapid pace of modern consumers lives. » HALL 1.1 / STAND 101 UNIQUE SELLING POINTS SPEED GARMENT-FRIENDLY TECHNOLOGY Super 40 fast program dries two kilos of laundry in 40 minutes. Gentle cycle for heatsensitive garments, sensor controlled autoDry prevents shrinkage. Self-cleaning condenser ensures dryer maintains peak energy efficiency. Ariete Presents the Duetto Ironing System An industrial-strength steam system or a traditional steam iron Italian company Ariete, a division of the De’Longhi Group, is presenting the Duetto at IFA, an innovative ironing system that can be easily used as a powerful steam station or a traditional steam iron. If all you need is to run the iron quickly over a single item of clothing, the Duetto’s Double Performance System enables the user to remove the iron from the system and use it as you would use any traditional steam iron. For big quantities of ironing, the user can apply the full ironing system for a professional finish. The 2,500W Duetto 6437 emits steam at 200g per minute and has a one-litre refillable tank. The 2000W Duetto 6431 has a 1.5-litre tank and emits steam at 90g per minute. Located in the heart of Tuscany, Ariete is known for its innovative approach to the creation of small appliances, its simplicity of design making it a significant player in the small appliances market. With successes like the Saladino automatic vegetable slicer, the Vaporì steam cleaner and legendary Gratì electric grater, Ariete has built a strong position in this market – the Gratì helping it to win a 66% market share of the electric graters market. Considerable resources have been invested in Research & Development, and Design, at Ariete’s manufacturing and technology centre, the company ever looking ahead to find new solutions for the changing needs of the consumer. Targeting both local and international markets, Ariete’s exports represent 60% of total sales. In 1995 the company was incorporated by the international group Kenwood Appliances UK and in 2001 by the DeLonghi Group. Hall 8.1 Stand 110 ADVERTORIAL 22
ADVERTORIAL CLEAN LIFESTYLE The Age of Steam SteamOne CEO David Gabison told IFA International how the company’s products are meeting the changing market The steamer market already represents 1% of laundry care in France, and slightly less in Europe. In five years, it is forecast to represent 10% of ironing systems (steam irons), as is the case in the rest of the world. So there is considerable growth potential. Products must meet the consumers’ expectations and, above all, be demonstrated in stores. We are investing a lot in R&D to offer ever-more effective products and becoming more involved in the household sector. We have developed high quality sales tools to help distributors. What new products are you showcasing at IFA? Firstly, in the domestic range, the H3S ultra-compact steamer with a clean design, offers 1750W of power and is available in eight colours, from turquoise to silver. Another new product is the H8S. This has a matt finish and a chrome telescopic handle, adjustable power up to 1800W and finish accessories for collars and creases. In the Pro range, there is the revolutionary S2200 and its 2200W boiler, which diffuses steam at 55gr/ minute continuously, without a pump. This model will be offered as part of the household range in 2014. The T8S, our best-seller in the Pro range, has a matt finish. Lastly, SteamOne is presenting the first steam cleaner on the market with a rubber finish and 10-metre scope. You have a partner in Germany. How will this partnership benefit the German market? We have just signed an exclusive distribution agreement with the SIMPRO group, a recognised player in the German market. They are taking charge of operations and will develop the world of SteamOne from now on. Partners are the key success in new markets such as Germany. So we are doing everything we can to attract German consumers, both in terms of logistics as well as with our premium after-sales service. We are working closely with SIMPRO to offer the most appropriate products for Germany. What is the demographic of your consumers? Steamers have been present in off-the-peg retailers in Europe for more than five years. The domestic market is in great need of innovation in terms of laundry care. Our concept finds its audience naturally: working people, men and women between the ages of 25 and 49, who are busy and don't have a lot of time to iron. Steamers meet this demand: ready in one minute, effective on all fabrics, with no need for an ironing board. Hall 8.1 Stand 214 Olivier and David Gabison, CEOs of SteamOne www.ifa-international.org IFA International • Tuesday 10 th September 2013 23
