In a surprising development that’s sending ripples through the smart home appliance industry, iRobot—the company behind the iconic Roomba robotic vacuum—has been acquired by Chinese contract manufacturing giant Picea. The acquisition comes as part of iRobot’s Chapter 11 bankruptcy proceedings, raising serious questions about the future of its products, services, and customer support.
What Happened?
iRobot, once a pioneer in consumer robotics and a household name thanks to its Roomba line, has officially filed for Chapter 11 bankruptcy protection. As part of the restructuring process, the company has been taken over by Picea, a major player in global electronics manufacturing. While the financial details remain under wraps, the move signals a major shift in iRobot’s operational control and strategic direction.
Why Roomba Owners Are Concerned
The news has sparked concern among Roomba users worldwide. With the company now under new ownership, many are wondering:
– Will existing Roomba warranties still be honored?
– What happens to software updates and app support?
– Will customer service remain accessible and responsive?
– Could data privacy policies change under new management?
These are valid questions, especially for customers who’ve invested in premium models or rely on Roomba’s smart home integrations.
What We Know So Far
As of now, Picea has not released a detailed roadmap for iRobot’s future. There’s been no official statement regarding warranty policies, ongoing support, or changes to the product lineup. However, transitions like this often involve a period of uncertainty as the new parent company evaluates operations and restructures accordingly.
What Should Roomba Owners Do?
Until more information is available, here are a few proactive steps Roomba users can take:
– Check your warranty status: Locate your proof of purchase and warranty documentation.
– Back up your app settings: If your Roomba uses the iRobot Home app, ensure your preferences and cleaning schedules are saved.
– Monitor official channels: Follow iRobot and Picea for updates on support, service, and product announcements.
– Consider alternatives: If you’re in the market for a new robotic vacuum, it may be worth exploring other brands with stable support ecosystems.
Final Thoughts
The acquisition of iRobot by Picea marks a pivotal moment in the evolution of the smart home appliance market. While the long-term implications remain to be seen, one thing is clear: consumers are watching closely. At WhiteGoodsNow, we’ll continue to monitor the situation and provide updates as they unfold.
Samsung Unveils AI Vision-Powered Bespoke Refrigerator with Google Gemini Integration at CES
Samsung is redefining the smart kitchen experience with the debut of its latest innovation: the Bespoke AI Refrigerator Family Hub™, now equipped with an upgraded AI Vision system powered by Google Gemini. Set to be unveiled at CES, this marks the first time Google’s powerful AI model has been integrated into a refrigerator—ushering in a new era of intelligent food management.
Smarter Food Recognition, Powered by AI
The previous generation of Samsung’s AI Vision could recognize up to 37 types of fresh food and 50 pre-registered processed items. With the new update, those limitations are being shattered. The enhanced AI Vision now offers:
– Expanded food recognition: More fresh and processed items can be identified without manual input.
– Automatic registration of processed foods: No need for pre-registration—AI Vision now recognizes and logs items on its own.
– User-labeled item detection: Even foods stored in personal containers can be added to your inventory, thanks to label recognition.
This leap in food identification accuracy means users can manage their fridge contents more efficiently than ever before. Whether you’re meal planning, grocery shopping, or simply trying to reduce waste, the Bespoke AI Refrigerator is designed to make your kitchen smarter and your life easier.
A Glimpse Into the Future of Personalized Kitchens
Samsung’s CES showcase will highlight how AI Vision transforms the refrigerator into a central hub for personalized culinary experiences. From suggesting recipes based on what’s inside your fridge to helping you track expiration dates and reduce food waste, this innovation is about more than just convenience—it’s about creating a kitchen that truly understands your lifestyle.
As Samsung continues to push the boundaries of appliance intelligence, the Bespoke AI Refrigerator Family Hub™ stands as a bold statement: the future of food starts here.
Strix Sells Billi for £110M, Tripling Investment and Accelerating Debt Reduction
Strix Group Plc has announced the sale of its Billi business to a newly formed Australian entity for £110 million in cash—a move that nearly triples its original investment and supports the company’s strategy to reduce debt.
The AIM-listed technology firm, renowned globally for its kettle safety controls and water-heating components, confirmed that the transaction values Billi at an enterprise value of £110 million on a cash-free, debt-free basis. The sale remains subject to shareholder approval.
Strix originally acquired Billi in November 2022 for £38 million. The divestment now delivers an estimated 3x return on that investment, translating to approximately 47.8 pence per Strix share—an 18% premium over the company’s recent share price.
This strategic move underscores Strix’s commitment to strengthening its balance sheet while sharpening its focus on core operations
Bruno Piquand Returns to BSH as Western Europe Marketing Director for Gaggenau
BSH Home Appliances has welcomed back a familiar face: Bruno Piquand has been appointed Western Europe Marketing Director for Gaggenau, the group’s premium home appliance brand. Although the official announcement came in early December, Piquand stepped into the role at the start of autumn.
In his new position, Piquand leads marketing strategy across France, Belgium, and the Netherlands. His mission is clear: to reinforce Gaggenau’s position as a leader in the luxury appliance market. This includes cultivating strategic partnerships, deepening customer engagement, and strengthening ties with B2B stakeholders such as kitchen specialists, interior architects, and designers.
iRobot, Maker of Roomba, Files for Bankruptcy Protection Amid Market Pressures
iRobot, the pioneering company behind the Roomba smart vacuum cleaner, has filed for bankruptcy protection in the United States as it struggles to navigate a challenging global market.
The filing, made under a pre-packaged Chapter 11 process, will see Shenzhen-based Picea Robotics—iRobot’s primary manufacturing partner—take over ownership of the company. This strategic move comes after iRobot faced mounting competition from Chinese brands and was hit hard by rising tariffs.
According to court documents filed Sunday, iRobot was forced to slash prices and ramp up investment in innovation to stay competitive. However, U.S. tariffs of 46% on imports from Vietnam—where most of its devices for the American market are produced—added $23 million to its costs this year alone.
Once valued at $3.56 billion during the pandemic-driven boom in home automation, iRobot’s market value has plummeted to around $140 million. The company’s shares dropped more than 13% on the Nasdaq last Friday.
Despite the financial turbulence, iRobot has assured customers that its mobile app, product support, and supply chains will continue to operate without disruption.
Founded in 1990 by three MIT Artificial Intelligence Lab alumni, iRobot initially focused on defense and space robotics before launching the Roomba in 2002. The Roomba quickly became a household name, capturing 42% of the U.S. and 65% of the Japanese robotic vacuum market.
A proposed $1.7 billion acquisition by Amazon was blocked last year by the European Union’s competition authority, further complicating iRobot’s path forward.
A Broader Crisis in European Manufacturing
Groupe Brandt’s collapse is not an isolated case. It reflects a growing crisis in Europe’s white goods sector, where even market leaders are under pressure.
– BSH Group, Europe’s largest appliance manufacturer, recently confirmed it will shutter two German plants—Nauen (washing machines) by mid-2027 and Bretten (cookers and hoods) by early 2028—resulting in 1,400 job losses. Production will shift to lower-cost European sites.
– Electrolux continues its restructuring efforts amid rising debt and liquidity concerns, despite recent strong performance.
– Miele has already relocated washing machine production from Germany to Poland, citing cost pressures.
The Bigger Picture: Europe’s Manufacturing Squeeze
The European appliance industry is being squeezed from all sides:
– 📈 Rising energy and labor costs
– 🏛️ Regulatory and bureaucratic burdens
– 🌏 Aggressive competition from Asian—especially Chinese—manufacturers
Brandt’s liquidation is a stark reminder that legacy, innovation, and even public support may not be enough to withstand today’s economic headwinds without private sector confidence
Groupe Brandt Liquidated After Rescue Plan Fails: A Stark Warning for European Appliance Manufacturing
The curtain has fallen on one of France’s most iconic appliance manufacturers. On Thursday, December 11, the Nanterre Commercial Court ordered the liquidation of Groupe Brandt, marking the end of a months-long effort to save the company through an employee-led cooperative. The decision spells the loss of approximately 700 jobs and halts production of legacy brands including Brandt, De Dietrich, Sauter, and Vedette.
This outcome underscores a broader and troubling trend: the continued erosion of European-based appliance manufacturing in the face of global competition, financial fragility, and investor hesitancy.
A Last-Ditch Effort That Fell Short
The final hope for Groupe Brandt rested on a bold proposal—a Scop (Société coopérative et participative), or employee cooperative, backed by Groupe Revive and entrepreneur Cédric Meston, co-founder of plant-based food brand HappyVore. The plan aimed to preserve local jobs and maintain production in the historic Loiret and Loir-et-Cher regions by turning employees into co-owners.
Despite strong political and regional support, including €17 million in public funding from the French state, Centre-Val de Loire region, and the city of Orléans, the plan ultimately collapsed. The court deemed the proposal financially unviable, citing a shortfall of €3–8 million that banks refused to cover.
Political Will Meets Financial Reality
The rescue effort drew unprecedented political attention. Industry Minister Sébastien Martin pledged €5 million in state aid, while regional leaders rallied to raise additional funds. Yet, even with this show of unity, the private sector’s reluctance to assume risk proved decisive.
With no viable path to cover the remaining funding gap—and no means to pay salaries beyond December 15—the court had little choice but to proceed with liquidation.
What This Means for the Industry
Groupe Brandt’s collapse is more than a corporate failure—it’s a symbolic blow to the European white goods sector. Once a pillar of French industrial pride, Brandt’s demise highlights the vulnerability of legacy manufacturers in a capital-intensive, globally competitive market.
For industry watchers, the case raises urgent questions:
– Can cooperative ownership models realistically rescue distressed manufacturers?
– What role should public funding play in safeguarding industrial heritage?
– And how can Europe retain its foothold in appliance production amid mounting global pressures?
As the dust settles, one thing is clear: the Brandt story will resonate far beyond France’s borders.
Safety check for 85,000 tumble dryers at risk of fire
Urgent safety check for 85,000 tumble dryers at risk of fire. Affected brands include: Candy, Baumatic, Caple, Haier, Hoover, Lamona, Iberna, Montpellier. ⚠️ Check yours now. 👉 It takes just a few minutes to check if yours is affected. Find your model and serial number, and either check online or contact the manufacturer. If you own one of the affected models, you should STOP using it immediately and unplug the appliance https://www.gov.uk/government/news/urgent-safety-check-for-85000-tumble-dryers
Whirlpool Invests R$3 Million in Advanced Training Hub in Brazil
Whirlpool is investing R$3 million in a new advanced manufacturing training center at its Rio Claro plant in São Paulo, where it produces washers, stoves, ovens, and cooktops.
The “Factory of the Future” aims to deliver 6,000 hours of annual training through 2030 for employees and students from São Paulo State’s technical colleges (Fatecs), with the goal of boosting local manufacturing productivity by 50%.
Whirlpool employs 12,000 people in Brazil, including 3,000 in Rio Claro, and operates additional plants in Manaus and Joinville. Over the past five years, the company has invested R$1.3 billion in Brazil and $4 billion globally in R&D and capital expenditures. Currently, 97% of its products sold in Brazil are manufactured locally.
Middleby to Sell 51% Stake in Residential Kitchen Business to 26North in Transaction Valuing the Business at $885 Million
The Middleby Corporation (NASDAQ: MIDD) has agreed to sell a 51% stake in its Residential Kitchen business to affiliates of 26North Partners LP, valuing the unit at $885 million. Middleby will retain a 49% non-controlling interest in the new joint venture, receiving approximately $540 million in cash and a $135 million seller note.
The Residential Kitchen portfolio includes premium brands such as Viking, AGA Rangemaster, La Cornue, Kamado Joe, Marvel, Novy, and U-Line. This move, alongside the planned spin-off of Middleby’s Food Processing segment in H1 2026, advances the company’s strategy to become a pure-play commercial foodservice leader.
With a sharpened focus, Middleby is positioned for accelerated growth through innovation and automation, offering a robust lineup of commercial kitchen solutions that enhance labor efficiency, reduce food costs, and expand into high-potential markets like ice and beverage.
The commercial foodservice business stands strong with 2024 revenue of $2.38 billion, $654 million in Adjusted EBITDA, and a margin exceeding 27%
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