Picea

What Picea does

Picea (Shenzhen PICEA Robotics Co., Ltd., also branded PICEA Group or 杉川) is a Shenzhen-headquartered Chinese contract manufacturer and ODM specializing in robotics and consumer electronics, founded in 2016. The company operates on a "Full Technology + Full Manufacturing" thesis, combining a 1,000+ patent technology chain for core components with extreme manufacturing scale — a 199,900 sqm factory, 3,600 sqm laboratory, 4,900+ manufacturing staff, and 500+ R&D staff — delivering 6M+ units annually and 10M+ units cumulatively. Its pre-acquisition business served global consumer robotics brands needing cost-efficient, scalable production and proprietary core components. Revenue was generated primarily through B2B hardware sales and ODM services.

In January 2026, Picea acquired 100% of iRobot Corporation's equity through a pre-packaged Chapter 11 transaction, cancelling approximately $264 million of debt and bringing iRobot in as a wholly-owned subsidiary. iRobot retains its Bedford, Massachusetts headquarters and continues operating as a U.S.-based global consumer robotics firm, with iRobot Safe Corporation established as a separate U.S. subsidiary for data protection. Under Picea ownership, iRobot launched the Roomba Mini (March 2026, Japan/Europe) and eight new Roomba models (May 2026) featuring designs up to 25% smaller, up to 30,000 Pa suction, AI visual recognition, and heated mopping, priced £229–£799 and rolling out across North America, Europe, Middle East, and Africa.

The combined entity operates across three business segments — Brand (iRobot consumer products), Solutions (customized manufacturing for global brands), and Core Components (proprietary components and technology) — with revenue generated through hardware sales via B2B manufacturing partnerships and consumer retail channels. Specific revenue figures are not disclosed in available sources, and Picea remains a private company with no disclosed ownership structure or institutional investors.

Name

Picea

Legal name

Shenzhen PICEA Robotics Co., Ltd.

Website

https://piceacorp.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Picea is a Chinese robotics contract manufacturer and ODM serving global consumer electronics brands with extreme manufacturing scale. Following its 2026 iRobot acquisition, the company also operates consumer-branded robotic vacuum products across North America, Europe, Middle East, and Africa.

Ownership category

akta.pro rank

Product category

Consumer Robotics Manufacturing

NAICS

Small Electrical Appliance Manufacturing (335210), Electrical Equipment, Appliance, and Component Manufacturing (335)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

EV Charger Smart Load Integration with HVAC/Electrical Systems (HSAOANAK)

Keywords

• Contract manufacturing services
• Consumer robotics manufacturing
• ODM robotic solutions
• Robotic vacuum cleaners
• Core components supply

Headquarters

HQ city

Shenzhen

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Contract Manufacturing / ODM Services: PICEA Group operates as a contract manufacturer and ODM (Original Design Manufacturer) providing manufacturing services to global brands, including robotics and consumer electronics products.
2. Consumer Robotics Products: Revenue from sale of Roomba robot vacuum products through iRobot brand following the acquisition, including new model lineup ranging from £229 to £799.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Picea operates as a contract manufacturer and ODM for consumer robotics and smart home products, combining 'Full Technology' with 'Full Manufacturing' to deliver one-stop customized solutions at scale (6 million+ units per year capacity, 10 million+ total units delivered). Following its 2026 acquisition of iRobot, Picea also sells Roomba branded robotic vacuum cleaners directly to consumers globally.

Product overview

Picea (Shenzhen PICEA Robotics Co., Ltd.) operates as a Chinese contract manufacturer and robotics company with three core business segments: Brand operations, Solutions, and Core Components. Following its acquisition of iRobot in early 2026, Picea's product portfolio expanded to include the iRobot Roomba line of consumer robotic vacuums. The company positions itself around 'Full Technology + Full Manufacturing' capabilities, with manufacturing facilities spanning 199,900㎡, over 4,900 manufacturing staff, and 500+ R&D personnel holding 1,000+ patents. The acquired Roomba product line now features eight new models launched in 2026, including the entry-level Roomba 115, the flagship Roomba Max 775 Combo, and the compact Roomba Mini, all designed to be up to 25% smaller than previous generations with enhanced AI visual recognition, up to 30,000 Pa suction power, and heated mopping capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• iRobot Safe: U.S.-based subsidiary established to manage and protect consumer data, operating with independent governance.

Products and services

• iRobot Roomba Mini Compact robotic vacuum designed to clean in tight and hard-to-reach spaces that larger Roomba models cannot access, targeted at consumers with limited clearance.
• iRobot Roomba 115 Entry-level robot vacuum in the new Roomba lineup, priced at £229 (~$309), offering improved capabilities versus prior-generation base models for consumers seeking affordable automated cleaning.
• iRobot Roomba Max 775 Combo Flagship robot vacuum in the new Roomba lineup featuring doubled suction power up to 30,000 Pa, AI visual recognition, and heated mopping capabilities, priced at £799 (~$1,080).
• iRobot Roomba Product Line Full line of consumer robotic vacuum cleaners acquired through the iRobot acquisition, featuring AI navigation, mapping, and smart home integration. The 2026 lineup includes eight new models with compact designs up to 25% smaller than prior generations.
• PICEA Group Core Components Proprietary core components and manufacturing technologies supporting over 6 million units yearly production capacity with more than 10 million units delivered in total, supplied to global consumer electronics and robotics brands.
• PICEA Group Brand Solutions Brand development and technology integration services combining Picea's manufacturing capabilities with full technology solutions for global market positioning and partner brands.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Jabil: Global manufacturing solutions provider offering design, engineering, and manufacturing services to consumer electronics and home appliance brands. Comparable peer in the contract manufacturing services space where Picea provides 'Full Manufacturing' capabilities.
• Foxconn (Hon Hai): World's largest electronics contract manufacturer providing ODM/EMS services at a scale and vertical integration similar to Picea. Comparable as a peer in the contract manufacturing/ODM space where Picea operates its non-iRobot business.
• Flex Ltd: Global contract electronics manufacturer serving consumer electronics, including robotics-adjacent products. Comparable as a broader EMS/ODM incumbent competing for the same brand-manufacturing relationships that anchor Picea's business.

Direct peers

• Anker Innovations (Eufy): Anker's Eufy sub-brand offers competitively priced robotic vacuums and broader smart home devices, targeting the same entry-to-mid-tier consumer segment as Picea's Roomba 115 and mid-range models. Highly comparable on channel mix and price-driven positioning.
• Ecovacs: Suzhou-based global leader in robotic vacuum cleaners (DEEBOT line) and service robotics. Another Chinese direct peer that gained share against iRobot, comparable on product line, target customer (consumers/homeowners), and global distribution footprint.
• Dreame Technology: Shanghai-based smart home appliance maker specializing in high-suction robotic vacuums and wet/dry cleaning products. A direct competitor in the premium robotic vacuum segment where Picea's Roomba Max 775 (30,000 Pa) is positioned.
• Roborock: Beijing-based consumer robotic vacuum and smart home appliance maker directly competing with iRobot in the same product category. Roborock was one of the Chinese rivals cited as contributing to iRobot's financial decline, making it the most direct competitive comparable now under Picea ownership.
• SharkNinja: US-listed consumer home appliance company with Shark and Ninja brands spanning vacuum cleaners (including robot vacuums) and small kitchen appliances. Comparable as a global competitor in robotic vacuums with strong North American retail presence that Picea/iRobot must now compete against.

Regional players

• BYD Electronic: Shenzhen-based electronics manufacturer and major smartphone/consumer electronics ODM with comparable scale and Chinese ODM/EMS capabilities. Useful comparable for understanding the operational scale and contract manufacturing economics that underpin Picea's business model.

Emerging players

• Xiaomi (Smart Home): Chinese consumer electronics giant whose ecosystem includes Mi Robot Vacuum line (via Roborock partnership and Mija sub-brands). Comparable on smart home integration, aggressive pricing strategy, and global consumer robotics ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Picea