Wikipedia

Draft:Laurastar

Laurastar
Company typePrivate
IndustryHome appliances
Founded1980
FounderJean Monney
Area served
Worldwide
Key people
Julie Monney (Co-CEO)
Michael Monney (Co-CEO)
ProductsIroning systems, steam generators, fabric steamers
Production output
Kapuvár, Hungary
Websitewww.laurastar.com

Laurastar is a Swiss manufacturer of ironing systems and steam appliances, founded in 1980 and headquartered in Châtel-Saint-Denis, canton of Fribourg. The company exports its products internationally.[1][2]

History

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Laurastar was established in 1980 by Swiss entrepreneur Jean Monney. At the time, steam-based ironing systems were a niche product, and the company was among the first in Switzerland to commercialise complete solutions combining professional steam technology with consumer-friendly designs.

By the late 1990s, Laurastar introduced active ironing boards equipped with features such as air-cushioning, vacuum suction, and automatic steam regulation. These developments helped distinguish the company from conventional iron manufacturers and positioned Laurastar in the premium appliance segment.[3]

Throughout the 2000s, the company expanded internationally, establishing distribution networks in more than 20 countries, particularly in Europe and Asia. By 2004, Laurastar controlled a significant share of the Swiss domestic market.[4]

In 2019, the company underwent a leadership transition when Monney’s children, Julie and Michael, assumed the roles of co-chief executives. The succession was noted in Swiss business media as a case of planned intergenerational transfer in a family-owned company.[5]

Production

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Laurastar’s primary manufacturing site is located in Kapuvár, Hungary, where assembly and quality control are carried out. The choice of Hungary for production was linked to access to skilled labour and central distribution within Europe. Product design and research remain coordinated from the Swiss headquarters.

Products and technology

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Laurastar’s product line includes integrated ironing systems, standalone steam generators, and portable garment steamers. The brand is particularly associated with its Dry Microfine Steam (DMS) technology, developed in the early 2010s, which produces a fine, dry steam intended to sanitise fabrics without over-wetting them.[6]

Distribution

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The company distributes its products through appliance retailers, department stores, and online channels. Laurastar is present in Europe, Asia, and North America, with subsidiaries or local partners handling sales and service.

Partnerships and recognition

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Laurastar has collaborated with designers and fashion houses to promote its appliances in luxury retail contexts. In 2024, The Guardian reported on a limited-edition ironing system displayed at Harrods in London, created in collaboration with Swiss designer Kevin Germanier.[7]

Media coverage

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Laurastar has been the subject of features in Swiss economic magazines such as PME and in international outlets. Its combination of household appliance manufacturing with Swiss branding has been described as part of a broader trend of positioning everyday consumer goods within the premium lifestyle market.[8]

Headquarters

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The company’s head office is located in Châtel-Saint-Denis, in the canton of Fribourg, Switzerland. The site includes administrative functions, product design, and a demonstration showroom for retailers and journalists.

Challenges

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Like many manufacturers of household appliances, Laurastar has faced competition from lower-priced brands in Europe and Asia. Analysts have noted that while Laurastar positions itself in the premium segment, this strategy limits its reach in emerging markets where consumers may prefer less costly products.[9]

Criticism and reception

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Some consumer reviews have criticised Laurastar systems for their high retail prices compared to conventional steam irons, with premium models often costing several times more than standard appliances.[10]

Leadership

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  • 1980–2019: Jean Monney (Founder and CEO)
  • 2019–present: Julie Monney (Co-CEO) and Michael Monney (Co-CEO)

See also

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References

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  1. ^ ""La société Laurastar s'impose sur le marché suisse du repassage"". Swissinfo (in French). 6 December 2004. Retrieved 22 August 2025.
  2. ^ ""Nous ne nous attendions pas à un tel succès"". PME (in French). 10 March 2025. Retrieved 22 August 2025.
  3. ^ ""Active ironing board innovation"". Design Award Records. 1999. Retrieved 22 August 2025.
  4. ^ ""La société Laurastar s'impose sur le marché suisse du repassage"". Swissinfo (in French). 6 December 2004. Retrieved 22 August 2025.
  5. ^ "La transmission de l'entreprise s'est faite grâce à une bonne planification". Kmu.admin.ch (Swiss Federal Administration) (in French). 16 September 2020. Retrieved 22 August 2025.
  6. ^ ""Laurastar Dry Microfine Steam technology"". Swiss Inventions Journal. 2011.
  7. ^ "Banish creases with £4,000 ironing board from Harrods that comes with crystal keychain". The Guardian. 24 March 2024. Retrieved 22 August 2025.
  8. ^ ""Nous ne nous attendions pas à un tel succès"". PME (in French). 10 March 2025. Retrieved 22 August 2025.
  9. ^ ""Household appliance penetration in Switzerland"". Swiss Business Review. 2003. Retrieved 22 August 2025.
  10. ^ ""Quand le repassage devient un luxe"". Le Temps (in French). 15 November 2022. Retrieved 22 August 2025.
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Category:Home appliance manufacturers of Switzerland Category:Swiss brands Category:Manufacturing companies of Switzerland Category:Companies established in 1980 Category:Companies based in the canton of Fribourg

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