1 year ago

Day 5 - IFA International

  • Text
  • Washing
  • Products
  • Berlin
  • Vacuum
  • September
  • Haier
  • Models
  • Consumers
  • Consumer
  • Appliances


CLEAN LIFESTYLE IRONING PRODUCT SPOTLIGHT ADVERTORIAL LAURASTAR GO Swiss premium brand Laurastar is positioning its new ironing solution as “your very first integrated all-in-one system”. The Laurastar Go and Laurastar Go+ models — available from the end of this month — consist of a professional-standard iron, a steam generator and a table that features a button-activated blower and vacuum system to prevent unwanted creases. The soleplate of the iron has a rounded, ergonomic shape and diffuses ultrapowerful steam that adapts to any fabric. The Laurastar Go+ model is also equipped with an anti-limescale filter and integrated wheels. » HALL 4.1/ STAND 209 UNIQUE SELLING POINTS ERGONOMIC DESIGN PROFESSIONAL TECHNOLOGY EASY TO STORE Three height adjustment settings and a wide ironing surface tapering to a narrow point. Soleplate diffuses an ultra-fine yet powerful jet of steam to suit any fabric. Folds away to a compact 18 cm/7.1 inches. LAURASTAR LIFT The Laurastar Lift range of steam generators — the result of five years of intensive R&D — is light, compact, and ready to use in three minutes. As effective when used to iron a garment on a hanger as it is on a conventional board, the Laurastar Lift is also on-trend in the looks department. In addition to an elegant, streamlined design, it is also available in six contemporary colours — Pinky Pop, Platinum, Ultimate Black, Pure White, Extra Taupe and Original Red. » HALL 4.1/ STAND 209 UNIQUE SELLING POINTS PROFESSIONAL TECHNOLOGY USER-FRIENDLY ACCESSORIES Soleplate diffuses an ultra-fine yet powerful jet of steam to suit any fabric. Ergonomic handle makes it easy to carry and manoeuvre into position. Added extras include an anti-scale filter, a protective soleplate for delicate fabrics and an insulating mat. 26

CLEAN LIFESTYLE [ ROBOTS CLEANERS & VACCUM CLEANERS ] Expansion Plans for Vax and Dirt Devil TTI Group's Grefkes outlines two-pronged floor-care strategy Michael Grefkes Head of Marketing at Royal Appliance International Colour is a key theme at the VAX / Dirt Devil booth at IFA TTI Group, a world-leading manufacturer and marketer of floor-care products, is using IFA to build on its expanding market in Europe and globally. Dirt Devil, a quality, mid-range vacuum cleaner brand that is the market leader in Germany and Austria in volume, and Vax, a premium brand that leads the UK market in volume, are central to the mission. “We are investing strongly into those two different brands, into new technologies, and into new products,” said Mr Michael Grefkes, Head of Marketing at Royal Appliance International (RAI), a fullyowned subsidiary of the TTI Group and responsible for marketing Dirt Devil and Vax brands in the European market. “These two brands are strong enough to be differentiated but also combined.” IFA has been a key part of this strategy. “IFA for us is a very, very important show,” said Mr. Grefkes. “As we can see from the feedback from the consumers, our products are very well received. On the one hand with Dirt Devil, “We are introducing our highperformance products with the newest technologies” we are presenting our Rebel product portfolio, which consists of five different products in three different categories – multi-cyclonic, single-cyclonic and bagged products. And with Vax, we are presenting our highperformance products with the newest technologies.” From bagless multi-cyclone technology to highlyefficient energy-saving vacuum cleaners, through steam cleaners and the latest in robot cleaning technology, affordable Dirt Devil products are already expanding market share from their DACH stronghold to the Benelux and Southern Europe markets. “Our goal is to become the leading floor care brand in Europe in the next years,” said Mr Grefkes. Passage Hall 3.1 - 5.1 Stand 101 IFA International • Tuesday 10 th September 2013 27

IFA International

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