– When Asplund got in touch and wanted to show how modern robotic products can be integrated into Nordic homes, we thought this was a very good idea, says Brage Blomdal.
He is Ecovacs' Nordic manager and is meeting the press at the Asplund interior design shop in Stockholm on 28 June. Travel and accommodation for the trade magazine Elektronikkbransjen have been paid for by Ecovacs.
During the press meeting, Ecovacs wants to show how the products should not only do a job, but also fit into the home.
Annonse
– Technology and design can go hand in hand a little more now than before. This is entirely in line with Ecovacs' strategy, that we should create products that fit well into the home. Not only should they do the job well, they should also look good. Aesthetics are important to us, says Blomdal.
Ecovacs Deebot T90 Pro OMNI with roller mop and brushes. Photo: Stian Sønsteng
Challenger in several categories
Ecovacs is positioning itself as a challenger in several segments.
– I would say that we are absolutely a challenger in some categories. In robot vacuum cleaners, we are a challenger, says Blomdal.
Annonse
At the same time, he points to one category in which the company is already the biggest.
– In window-cleaning robots, we are absolutely number one. Not only in the Nordics, but across the whole world. Hundreds of thousands are sold every year, says Blomdal.
In addition, the company is among the largest in robotic lawn mowers.
– In robotic lawn mowers, we are probably in the top three in the Nordics. We are not the biggest player, but an important one offering good alternatives across many categories, says Blomdal.
Sandra Asplund welcomed the press to her shop in Stockholm. Photo: Stian Sønsteng
Chose Oslo
– Why have you chosen to locate your Nordic headquarters in Norway?
Annonse
– It is in Norway and Oslo that our most important and largest Nordic customers are based. We want to work where our customers are, so the distances are short if there is a need to talk and meet, says Blomdal.
The company was established in China in the late 1990s, and today has its European headquarters in Germany.
– Our goal is to create robot products that make life easier. Not necessarily one robot that does everything, but specific robots for tasks you do not want to do yourself, says Blomdal.
The Ecovacs Deebot X12 Pro applies criss-crossing water jets to loosen dried-on stains before mopping. Photo: Stian Sønsteng
Wants to appear local
In a market with many Chinese players, Ecovacs wants to differentiate itself.
– We do not need to be number one, but we want to be a good partner with a strong local presence. That we have local people who can be good partners for Nordic customers, says Blomdal.
Focuses on design
During the presentation at Asplund, Blomdal points to how the products have been developed with Nordic homes in mind.
The Ecovacs Deebot T90 Pro OMNI has a roller mop that extends out to the side. Photo: Stian Sønsteng
– It has not always been easy to make electronics fit into Nordic design. The products may have been large and technical. Now we want them to be part of the home’s aesthetics, not something you want to hide away, says Blomdal.
He highlights principles such as soft colours, rounded shapes and textile-like surfaces.
– Our ultimate goal is harmony between the product and the home, says Blomdal.
New flagship model
In Stockholm, the company is showcasing the Ecovacs Deebot T90 Pro Omni robot vacuum cleaner.
– It is built on the principle of “simple by design, but powerful in action”, says Blomdal.
Among the features he highlights are a self-cleaning mopping function, high suction power and fast charging.
– It draws in 16 litres of air per second and has 30,000 pascals, which is high for this type of robot, says Blomdal.
– You can speak to the robot or write in the app what you want it to do. It learns as it is used, says Blomdal.
The Deebot T90 Pro OMNI costs NOK 9,100. The OMNI stations clean and dry the roller mop, and empty the robot’s dust container. The mop is dried in two hours and is said to be maintenance-free for up to 150 days, while the dust bag capacity is 90 days.
Deebot X12 Pro
Ecovacs is also demonstrating the FocusJet technology on the Deebot X12 Pro robot vacuum cleaner. This applies crossing water jets at up to 46,000 Pa of pressure to loosen dried-on stains before mopping.
The OZMO roller mop is 27 cm wide and covers 50 per cent more floor area per pass than the previous generation. During cleaning, the mop is continuously rinsed, and on carpets it is lifted 15 mm and covered to keep textiles dry. The X12 OmniCyclone has a bagless station with automatic emptying and a ring-shaped scraper that removes fine dust. The self-cleaning function uses heated water and a rotating unit of up to 5,000 rpm. The robot’s edge navigation is controlled by a 3D sensor, and the TruePass Adaptive system allows it to overcome obstacles up to 2.4 cm. Suction power is 22,000 Pa, and PowerBoost charges the battery by 13 per cent in three minutes. NOK: 17,000.
Tommy Limnell Holm demonstrates the Winbot W3 OMNI. Photo: Stian Sønsteng
– What is the next growth category?
– Window-cleaning robots are the next big thing. First there were vacuum cleaners, then lawn mowers came along, now it is windows, says Blomdal.
He believes the need is obvious.
– There are many people who love mowing the lawn, but no one loves cleaning windows. Without a doubt, it is the most important robot I have at home myself, says Blomdal.
The article was previously published in the print edition of the trade magazine Elektronikkbransjen no. 3/2026, which was distributed in week 24. Here you can read the article and browse through the digital edition of the magazine. You can read all editions of the magazine digitally, starting from no. 1/1937, at elektronikkbransjen.no/historiskarkiv.
