Dreame Expands Smart Home Line‑Up With New L9 Laundry Pair and P‑Wind 10 Portable Air Conditioner

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Founded in 2017, Dreame Technology remains the youngest of the major players driving innovation in the smart‑home sector. The brand continues its rapid ecosystem expansion with the launch of four new products, led by the AI‑powered L9 washer‑dryer series and the P‑Wind 10 portable air conditioner.


Dreame AI Inverter L9 Washing Machine

AI‑Optimised Washing Performance
The L9 washing machine uses Dreame’s intelligent washing algorithm to analyse load weight, soil level and fabric type in real time. It automatically adjusts water flow, drum rhythm and detergent usage to deliver cleaner results while reducing waste.

High‑Efficiency Inverter Motor
A premium inverter motor ensures stable, quiet operation with improved energy efficiency. The motor’s precise speed control enhances stain removal and protects delicate garments, while contributing to a longer appliance lifespan.

Fabric‑Care Focused Drum Design
The L9’s drum features a gentle, protective pattern designed to reduce friction and prevent fibre damage. Combined with AI‑controlled wash actions, it supports better garment care across everyday loads and specialist cycles.

Smart Connectivity and Convenience
Wi‑Fi control via the Dreame app allows users to start, pause and monitor cycles remotely, receive maintenance alerts and access tailored wash programmes. A large, intuitive display and streamlined interface make the machine easy to operate for all household members.

Dreame AI Twin Inverter L9 Dryer

Twin Inverter Heat Pump Drying
The L9 dryer combines an inverter motor, inverter compressor and high‑flow fan to deliver powerful yet fabric‑friendly drying. Low‑temperature heat‑pump technology supports 30‑minute fast drying, reduced noise and lower energy consumption.

AI‑Driven Drying Precision
Temperature and humidity sensors track moisture levels throughout the cycle, enabling the AI Drying Algorithm to stop at the ideal moment — preventing overdrying and protecting fabrics.

PressFree Steam Care
A dedicated steam‑refresh programme smooths creases in 25 minutes, reducing the need for manual ironing.

User‑Centric Design
Three drying outcomes — Cupboard Dry, Ready to Wear and Iron Dry — plus a four‑layer filtration system support cleaner air and better garment care. A premium TFT display knob elevates the user experience.

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Dreame P‑Wind 10 Portable Air Conditioner

3‑in‑1 Climate Control
The P‑Wind 10 combines cooling, dehumidification and ventilation in one compact unit, making it suitable for year‑round comfort.

3D Airflow for Even Cooling
Automatic horizontal oscillation and adjustable airflow direction help distribute cool air evenly throughout the room.



Compact, Space‑Saving Design
At 305 × 285 × 700 mm, the P‑Wind 10 fits neatly into bedrooms, studies and small living spaces.

Easy Installation and Smart Operation
Four swivel casters and a simple three‑step assembly process make setup straightforward. Users can control the unit via the LED display, remote control, Wi‑Fi or the Dreame app. A 24‑hour timer and sleep mode support quieter night‑time use. 
Available in black and camel.

Paolo Schira Officially Assumes Role as President & CEO of Electrolux Professional Group

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Electrolux Professional Group has confirmed the official start of Paolo Schira’s tenure as President and CEO, effective 5 May 2026, following the retirement of long‑serving leader Alberto Zanata.

In a statement marking his first day in the role, Schira emphasised both the strength of the company’s global position and the importance of accelerating strategic execution:

> “It is a privilege to step into this role and to work together with our employees and customers. Our markets are attractive, and by accelerating the execution of our strategic priorities with a sharper focus, we will continue to build long-term value for our customers and shareholders,” said Paolo Schira.

Schira’s appointment was first announced on 28 January 2026, giving the organisation a clear transition period as it prepares for its next phase of growth. His leadership now begins at a pivotal moment for the professional appliance sector, with evolving customer demands, sustainability pressures, and intensified global competition shaping the market landscape.

Electrolux Professional enters this new chapter with continuity, clarity, and a renewed strategic focus under Schira’s direction.

Electrolux Group Secures Three Red Dot Design Awards for 2026

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Electrolux Group has extended its long-running success at the Red Dot Design Awards, collecting three new accolades in the Product Design category and reinforcing its position as one of Europe’s most design‑driven appliance manufacturers.

At the centre of this year’s wins is the AEG N.E.W. FAVORIT / N.E.W. Electrolux Dishwasher Range, recognised for its blend of ergonomic thinking, responsible resource use and intelligent, user‑centred design. The range reflects the Group’s continued push toward appliances that feel intuitive in daily use while delivering measurable sustainability gains.

Electrolux also earned praise for the PizzaExpert oven, a product that challenges long‑held assumptions about what a domestic oven can achieve. Capable of reaching temperatures above 400°C and baking a pizza in as little as two minutes, the oven recreates professional‑grade conditions at home through a dedicated Pizza Mode — without compromising its full everyday cooking functionality.

Joaquin Garcia, Global Head of Design at Electrolux Group, said the awards highlight the company’s commitment to meaningful innovation: 
> “From rethinking what’s possible in the home oven, to elevating everyday care and timeless Scandinavian expression, these products show how thoughtful, human‑centred design can make advanced technology feel natural in the home.”

Both award‑winning products are now rolling out across European markets, strengthening Electrolux Group’s premium design credentials at a time when consumers are seeking appliances that combine performance, sustainability and aesthetic clarity.

Samsung Ends Home Appliance Sales in Mainland China, Signalling a New Competitive Era

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Samsung (China) Investment Co., Ltd. confirmed on 6 May that Samsung Electronics will withdraw its home appliance product sales from mainland China, covering categories including TVs and monitors. 
This is more than a portfolio adjustment — it marks a structural shift in how China’s appliance market now operates.

China’s market has moved beyond brand power
Brand awareness alone no longer guarantees influence. Chinese consumers are evaluating appliances with far greater rationality: 
– feature depth 
– energy efficiency 
– service quality 
– price competitiveness 
– long‑term value 
– real user experience 

Local manufacturers have accelerated ahead through rapid product iteration, broader channel penetration, aggressive pricing, and highly localised operations. The competitive baseline has changed.

For international brands, the challenge is not simply “price pressure.” It is whether they can still win in a market where market share, ASP, channel efficiency, content marketing, after‑sales service, and user trust are all being reshaped simultaneously.

Retreat in China, but a pivot to Southeast Asia
While China represents a strategic pullback, Southeast Asia is emerging as Samsung’s next major battleground.

The region’s appliance market continues to expand, driven by urbanisation, rising middle‑class consumption, and ongoing upgrades in living standards. Samsung retains strong brand equity across TVs, displays, smart appliances and connected ecosystems — but future growth will require more than reputation.

To secure leadership in Southeast Asia, Samsung must: 
– deepen localisation across product, pricing and service 
– balance premium positioning with sharper value propositions 
– strengthen both online and offline channel execution 
– convert AI‑powered appliances from a marketing concept into tangible, everyday consumer benefit

A wider message for the global appliance industry
Samsung’s exit from China is a reminder of where the industry is heading. 
The winners will be brands that understand local markets, use data intelligently, and execute with speed, precision and discipline.

Euronics Gruppo Nova Granted Court Approval to Begin Preventive Bankruptcy Procedure

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Euronics Gruppo Nova has received formal approval from the Court of Rome to initiate a preventive bankruptcy proceeding (concordato preventivo)—a move designed to stabilise the company and support its shareholder Euronics Italia SpA as it works through its current financial crisis.

The court has appointed two professionals, Andrea Abatecola and Marina Scandurra, who will collaborate closely with founder Stefano Caporicci and the company’s management team throughout the process. Their mandate is to guide the restructuring effort, safeguard business continuity, and help the group navigate a path toward recovery.

The decision marks a significant step in the ongoing reorganisation of one of Italy’s most recognised consumer electronics and appliance retail groups. With the support of court‑appointed experts and internal leadership, Euronics Gruppo Nova aims to stabilise operations while preparing a sustainable plan for the future.

WhiteGoodsNow.com will continue to follow developments as the restructuring progresses.

Kenwood’s MultiPro Go Blend Wins Red Dot Design Award 2026

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Kenwood has secured a Red Dot Design Award for the newly launched MultiPro Go Blend, a product that evolves one of the brand’s most successful compact food processors into a more capable, space‑saving Kitchen System.

The MultiPro Go Blend builds on the original MultiPro Go platform by introducing a high‑performance blender attachment, transforming the unit from a simple food processor into a dual‑function solution. Designed with smaller homes, shared living spaces, and storage‑conscious consumers in mind, the system delivers the two tools people use most — a food processor and a blender — without the clutter of rarely used accessories.

For retailers, the award reinforces a growing trend in the compact‑appliance segment: consumers want versatility without footprint, and brands that can deliver focused, high‑value functionality are winning both attention and shelf space.

Guide to Energy-Efficient White Goods

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If you’re shopping for new appliances at White Goods Now, you’ve probably noticed those colorful A-to-G stickers and slogans about “Eco-design.” But what do they actually mean for your wallet and your home?
Based on the latest 2025 guidelines from the European Commission, here are the five essential things you need to know about modern, energy-efficient white goods.
1. The “Cheap” Appliance Might Be the Most Expensive
It’s tempting to look only at the price tag, but the true cost of a fridge or washing machine is Price + Lifetime Running Costs. According to EU data, energy-efficient products meet such high standards that they save the average household about €320 per year on energy bills. By choosing a high-rated appliance today, you’re essentially giving yourself an 8% discount on your annual power bill for the next decade.
2. Efficiency Drives Better Performance (Not Just Lower Power)
A common myth is that energy-efficient appliances are “weaker.” In reality, they often perform better because they use smarter technology.
Sensors: Modern dishwashers and washers use sensors to detect how dirty your load is, adjusting water and power levels in real-time.
Standby Modes: By 2030, new regulations on “standby” power will have saved enough electricity to power the entire country of Malta for two years!
3. Innovation is Changing the Tech in Your Laundry Room
Efficiency isn’t just about doing the same thing with less; it’s about doing things differently.
Tumble Dryers: Most new high-efficiency dryers now use Heat Pump technology. These consume about 50% less energy than traditional vented or condenser dryers.
Lighting: If your appliance has internal lighting (like your fridge), it’s almost certainly LED now, which uses 90% less energy than old-school bulbs.
4. It’s About More Than Just Your Bill
While saving money is the primary goal for most of us, these products are also vital for the planet. Even as Europe moves toward renewable energy, the “greenest” kilowatt-hour is the one you never use.
By choosing efficient white goods, you help reduce the strain on the national grid and lower the demand for imported fossil fuels. It’s a win-win for your bank account and the environment.
5. The Labels Are Your Best Friend
The A-to-G energy label is your most powerful tool when shopping. It’s transparent, easy to read, and consistent across all brands.
Check the QR Code: Most modern labels feature a QR code you can scan with your phone to see more detailed specs in the European Product Registry (EPREL).
Look for Longevity: New “Eco-design” rules mean manufacturers must ensure products are easier to repair and that spare parts are available for years, preventing your appliance from ending up in a landfill prematurely.

ASKO Brings “Precision Matters” to Life with Immersive Installation at EuroCucina 2026

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ASKO used this year’s EuroCucina to sharpen its design message with a showcase built entirely around its guiding philosophy: “Precision Matters.” The brand delivered this through an immersive, multi‑sensory environment that connected art, engineering, and Scandinavian craftsmanship.

At the centre of the stand was a striking interactive installation developed with Cosmodernism, the art project led by Kamil Czapiga. The piece visualised how pigment responds to controlled heat — a live, evolving demonstration of the accuracy that underpins ASKO’s Celsius oven technology. It offered visitors a rare look at the science behind the brand’s temperature‑led cooking approach.

That theme of meticulous control carried across the wider presentation, including the latest Celsius ovens, the next‑generation Scandinavian Laundry Care 2.0 range, and ASKO’s award‑winning dishwashers and wine climate cabinets. Each product line reinforced the same message: performance shaped by care, and quality defined by detail.