IROBOT MOVES ON WITH NEW OWNER

This is revealed in a press release from Witt Denmark, which has represented iRobot in the Nordics for over 25 years.

In the press release issued on 24 March, it is stated that iRobot used the Appliances & Electronics World Expo (AWE) 2026 in Shanghai to mark its return to the global stage. Here, iRobot showcased both its technological history and its future direction, reports Witt.

– Participation in AWE 2026 marks an important step forward. It is a clear signal that iRobot is back, and that we stand strong with a clear direction for the future, says Claus Tange, managing director at Witt Denmark A/S, in the press release.

The AWE exhibition gathered over 1,200 exhibitors and, according to Witt, has developed into an important arena for future smart home solutions and consumer electronics.

– Here, iRobot demonstrated how the company continues to develop and improve intelligent cleaning solutions with a focus on enhanced navigation, higher cleaning efficiency, better adaptation to the home and user needs, as well as a stronger user experience, the press release states.

Long-standing partner

In January, Witt was able to inform its business partners that the Chinese robotics company Picea, iRobot's primary production partner for several years, had become a new owner in the company, and that this will ensure "continuity, deep technical expertise, and consistently high production standards".

At this time, iRobot had filed for bankruptcy protection in the USA through a pre-arranged Chapter 11 process to restructure the debt, after a planned acquisition by Amazon fell through, and profitability weakened significantly.

– With a strengthened financial balance and a long-term ownership structure in place, iRobot is well-positioned to accelerate the development of the next generation of intelligent solutions for home cleaning. For European consumers, this means continued trust in the iRobot brand, with reliable products, improved performance, and a clear, long-term commitment to innovation, according to Witt.

iRobot Roomba 615

At the AWE fair, iRobot presented a new robot vacuum cleaner, Roomba 615, which builds on the company's experience with robotics technology for more than three decades. The model uses AI and LiDAR technology for better home mapping, more precise navigation, and automatic cleaning adjustment.

The robot is designed for both vacuuming and floor washing and is iRobot's first AI-enhanced robot with pressure spray for floor washing. According to the company, this can significantly increase cleaning efficiency.

– We see a clear strengthening of iRobot's position, both globally and in Central and Northern Europe. This creates security for our dealers and customers and provides a strong foundation for further development, says Claus Tange in the press release.

iRobot Safe

In connection with the new ownership structure, iRobot emphasises that data protection and privacy remain a high priority. The company has established iRobot Safe, an independent US-based unit, responsible for overseeing the protection of consumer data.

For retailers and consumers in Europe, this means what iRobot describes as continued operations with familiar channels, high product quality, and a clear long-term commitment.

With millions of robots sold worldwide and more than 20 years of category leadership, iRobot is thus entering the next phase with the goal of delivering reliable and intelligent solutions that make everyday life easier for households across Europe.