With a new ownership structure and an improved financial position, iRobot is well positioned to continue delivering innovation, quality and long-term value in intelligent home cleaning
The iconic Roomba® robot, which for more than 20 years has helped households around the world keep dust and dirt under control, is now entering a new chapter. iRobot has completed a strategic transaction in which its long-standing manufacturing and development partner, Picea, has acquired ownership of the company.
The transaction marks the beginning of a new phase for iRobot and establishes a stronger financial foundation to support the company’s long-term ambitions within innovation, product development and consumer trust.
With an improved balance sheet and a stable ownership structure, iRobot can continue developing the next generation of intelligent cleaning solutions designed to make everyday life easier for millions of families worldwide. At the same time, the new foundation ensures continuity across the organisation, its technology platforms and global market activities.
“With Picea as the new owner, this represents a natural next step in iRobot’s development. It provides a solid basis for continuing our collaboration and advancing intelligent cleaning solutions,” says Mikkel Pedersen, Product Manager at Witt Denmark A/S.
Continued focus on quality, service and consumer trust
For consumers and partners, the new ownership structure means that iRobot will continue its global operations with the same strong focus on quality, ease of use and reliability. The company will continue to serve customers through established sales channels and regional organisations across Europe, including the Nordic markets.
iRobot’s headquarters remain in Bedford, Massachusetts, where the company’s core capabilities in innovation, engineering and product development are based. The same experienced teams continue to lead the development of future generations of cleaning robots.
Long-term ownership with deep technical expertise
Picea has for many years been iRobot’s primary manufacturing partner. This close collaboration ensures continuity in production, deep technical expertise and consistently high-quality standards. At the same time, the ownership structure provides iRobot with a stable, long-term platform for future growth and development. Since the launch of the first Roomba® robot in 2002, iRobot has sold millions of robots worldwide and has been instrumental in defining the category of intelligent, automated home cleaning.
Data protection remains a key priority
Protecting consumer data and privacy continues to be a fundamental pillar of iRobot’s strategy. The company has established a separate US subsidiary, iRobot Safe Corporation, dedicated exclusively to safe guarding consumer data and ensuring privacy. This reinforces iRobot’s long-term commitment to trust and responsible use of technology in the home.
Witt UK & Ireland: close partnership and continued high service levels
At Witt Denmark A/S, the new ownership structure is welcomed, with a clear emphasis on the continuation of the close partnership with iRobot and the same high standards of quality and service.
“For more than two decades, iRobot has been a driving force within intelligent cleaning. With a strengthened financial foundation and long-term ownership, we see a solid platform for continued development. For our retail partners and consumers, this provides confidence and continued access to innovative solutions and a high level of service,” says Mikkel Pedersen.
A personal cleaning companion – now and in the future
With more than 20 years of experience, millions of robots sold worldwide and a strengthened foundation, iRobot continues its mission to develop intelligent cleaning robots that help people keep their homes clean – easily, efficiently and reliably.
For further information, please visit https://www.irobot.co.uk/
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High-resolution images: https://witt.kontainer.com/folder/1617293
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For further information, please contact:
Geoff Johnson
Sales Director
Email: gjo@witt-ltd.com
Tel: +44 7557 046 749
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About Witt
Witt is a global brand house that develops and distributes unique and innovative products designed to make everyday life smarter. With a strong presence in the Nordic region, Witt delivers premium brands to markets worldwide. The company’s portfolio spans multiple business areas, including major domestic appliances, small appliances, children & baby, sport & performance, outdoor, food, e-commute and medical. For more information, visit www.witt.dk
About iRobot Corp.
iRobot is a global consumer robot company that designs and builds intelligent robots and smart home solutions that make everyday life easier. iRobot introduced the first Roomba® robot vacuum in 2002. Today, iRobot is a global company with more than 50 million robots sold worldwide. Its product portfolio features advanced technologies and concepts within cleaning, mapping and navigation. Building on this foundation, iRobot’s engineers continue to develop robots and smart home devices that help people maintain their homes and create healthier living environments. Learn more at https://www.irobot.co.uk/
