Laurastar

What Laurastar does

Laurastar SA is a privately held Swiss home appliance company founded in 1980 and headquartered in Châtel-Saint-Denis, Switzerland. The company designs, manufactures, and sells premium textile-care systems — including all-in-one ironing systems (Smart, S PURE, S Plus, Go), steam generator stations (Lift Xtra, Lift Plus, Lift), handheld steamers (IGGI, IZZI), and steam cleaners (Aura) — built around its proprietary Dry Microfine Steam (DMS) technology. DMS steam is engineered to reach temperatures of 160°C at speeds up to 129 km/h and is certified by three independent ISO 17025 laboratories as eliminating 99.99% of bacteria and viruses and 100% of dust mites, supporting chemical-free disinfection claims. Additional proprietary features include the 3D Active Sole plate, Pulse Steam delivery, and automatic single-temperature adjustment on premium models.

Laurastar monetizes primarily through one-time hardware sales at price points ranging from €299 to €1,999, complemented by recurring accessory and consumable revenue (ironing boards, covers, limescale filter cartridges), tiered extended warranties (€79–€199), and fixed-rate repair services under a 10-year repair commitment. The company distributes through a hybrid model combining country-specific direct-to-consumer e-commerce, owned boutiques, and authorized specialty retailers, primarily across European markets. Its target customers are quality-conscious individual consumers and fashion enthusiasts willing to invest in premium Swiss-engineered textile care, with limited-edition collaborations (HUGO BOSS, Kévin Germanier) targeting adjacent luxury and gift segments. The firm employs 101–250 people and is led by President Jean Monney, with no disclosed venture or private-equity investment to date.

Name

Laurastar

Legal name

Laurastar SA

Website

https://laurastar.at

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

Laurastar is a privately held Swiss company that designs, manufactures, and sells premium steam ironing systems, handheld steamers, and steam cleaners built on proprietary Dry Microfine Steam (DMS) technology, serving quality-conscious individual consumers and fashion enthusiasts across European and international markets through DTC e-commerce, boutiques, and authorized retailers.

Ownership category

akta.pro rank

Product category

Premium Steam Garment Care Appliances

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Laundry Care Accessories & Consumables (Dryer Sheets/Balls, Lint Rollers, Mesh Bags) (CRAJAAAL)

Keywords

• Steam ironing systems
• Garment steamers
• Ironing boards
• Steam cleaning appliances
• Textile care equipment

Headquarters

HQ city

Châtel-saint-denis

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Hardware Sales - Steam Stations: Primary revenue from selling steam ironing stations and steam generators (e.g., Laurastar Lift, Lift Plus, Lift Xtra, Smart series). One-time purchase model with products ranging from €399 to €1,999.
2. Hardware Sales - Accessories: Revenue from accessories including ironing boards, ironing board covers, limescale protection filters, water tanks, replacement parts, and protective soles.
3. Extended Warranty: Extended warranty programs offered at various price points (e.g., €79 for 12 months, €119 for 36 months for Lift Plus models).
4. Repair Services: Repair services with fixed-rate pricing based on device age and model, including parts replacement, cleaning, preventive maintenance, transport, labor, and processing fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Laurastar designs, manufactures, and sells premium steam-based textile care appliances, including all-in-one ironing systems (Smart, S PURE, S Plus, Go), steam generator stations (Lift, Lift Plus, Lift Xtra), handheld steamers (IZZI, IGGI), and steam cleaners (Aura). All products are built around the proprietary Dry Microfine Steam (DMS) technology developed in Switzerland, delivering ironing, wrinkle removal, and chemical-free disinfection in a single device.

Product overview

Laurastar is a Swiss company specializing in premium textile care products. The product portfolio centers around three main categories: All-In-One ironing systems (Smart, S PURE, S Plus, Go), Steam Generator Stations (Lift Xtra, Lift Plus, Lift), and Steamers/Cleaners (IZZI, IGGI, Aura). All products feature the proprietary Dry Microfine Steam (DMS) technology developed in Switzerland, which enables ironing in half the time, fabric care, and chemical-free disinfection eliminating 99.99% of bacteria, viruses, and 100% of dust mites. The ecosystem also includes complementary accessories such as ironing boards (Prestigeboard, Comfortboard, Plusboard), ironing board covers (Universalcover series), limescale protection filters, and cleaning accessories. Laurastar positions itself against planned obsolescence, offering 10-year repair commitments and 2-year warranties on all products.

Differentiator

Problem solved

Functional benefit

Brands

• Germanier Edition: Limited edition steam iron system created in collaboration with Swiss fashion designer Kévin Germanier, featuring upcycled materials and exclusive Swarovski crystal jewelry.

Products and services

• Laurastar Smart

Quantifiable outcome

• 15x faster steam production compared to conventional steam stations
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered flagship.

• Kévin Germanier / GermanierflagshipStrategic or Co-development PartnerSwiss fashion designer collaboration creating the Laurastar Lift Germanier Edition - a limited numbered edition of steam ironing systems featuring exclusive design and sustainable materials. Each unit is carefully hand-assembled from upcycled parts and includes an exclusive Germanier keychain made from upcycled Swarovski crystals, symbolizing the union of two Swiss brands sharing values of excellence, creativity, and sustainability.
• BOSS (HUGO BOSS)flagshipStrategic or Co-development PartnerCollaborative product line with luxury fashion brand BOSS, resulting in Laurastar by BOSS IGGI and Laurastar by BOSS IZZI products featuring exclusive designs that combine Laurastar's steam technology with BOSS branding.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tefal (SEB Group): Tefal, also owned by SEB Group, is one of the world's largest steam iron brands (Ultimate Anti-Calc, Express Steam) and competes across the same garment care category as Laurastar, with a more value-oriented positioning.
• Kärcher: German cleaning equipment specialist whose SC series steam cleaners directly overlap with Laurastar's Aura and IGGI steam cleaner products. Kärcher has stronger industrial/professional distribution and brand recognition in the steam cleaning category.
• Braun (Procter & Gamble): Braun's CareStyle and TexStyle steam iron and steam station lines (€100–€500) directly overlap with Laurastar's mid-tier Lift series, sharing target customers who want premium garment care at a slightly lower price.
• De'Longhi: Italian premium home appliance maker with a broad steam iron and steam station lineup (Perfecta, Pro Steam) directly comparable to Laurastar's Lift and Smart series. Both target premium consumers with Swiss/Italian-engineered garment care products at similar price points (€300–€1,500+).
• Philips (Domestic Appliances): Philips' Domestic Appliances division offers PerfectCare and Azur steam irons and steam generators at €80–€500, representing Laurastar's most direct competition in the smart-iron segment with comparable temperature-control technology.
• Rowenta (SEB Group): Major steam iron and steam station brand owned by SEB Group, offering products like the Silence Steam and Steam Force series at €80–€400. Rowenta is Laurastar's most direct volume competitor with overlapping product categories and substantially larger mass-market distribution.

Emerging players

• SharkNinja: Shark's garment care line (Steam Pocket Mop, Garment Steamers) is expanding in Europe and North America. While still a smaller player in premium steam ironing, SharkNinja is a fast-growing competitor in adjacent home care categories where Laurastar could expand.
• Caldwell / Jiffy Steamer: Jiffy Steamer is a US-based heritage manufacturer of garment and fabric steamers competing with Laurastar's IGGI and IZZI handheld units. Comparable premium positioning in the professional and prosumer steamer segment, though with weaker European distribution.

Broad incumbents

• Miele: German premium home appliance manufacturer with a B2B/B2C steam ironing system (FashionMaster) at €1,500–€2,500+. Miele competes with Laurastar at the very top of the premium tier, leveraging broader kitchen and laundry brand equity.
• Bosch (BSH): BSH's Bosch brand offers the Sensixx and Serie 6 steam stations (€150–€500) as part of its broader home appliance portfolio. A broad incumbent that overlaps with Laurastar's core category at lower price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC-jpSkiRZe1iSH2vB0u1S3A?sub_confirmation=1
• Facebookfacebook.com/laurastar
• LinkedInfr.linkedin.com/company/laurastar-sa
• Instagraminstagram.com/laurastar
• Xx.com/Laurastar

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Laurastar