iRobot Acquires Aeris: Expanding into Air Purification
iRobot Expands into Air Purification with Aeris Cleantec AG Acquisition
Recent discussions centered on iRobot’s ambitions within the smart home sector, particularly concerning their collaboration with Amazon. Over the past few years, the company has gradually revealed its strategies. These plans aim to unlock the full potential of Roomba as a crucial component in a connected home ecosystem.
Acquisition of Aeris Cleantec AG
Today, iRobot has taken a somewhat unexpected step forward by acquiring Aeris Cleantec AG, a Swiss firm renowned for its HEPA air purifiers. This acquisition aligns with iRobot’s primary focus on home cleaning, marking nearly two decades since the introduction of their first robotic vacuum cleaner.
CEO Colin Angle stated that the Aeris acquisition is a significant move in iRobot’s strategy to broaden its market reach and diversify its product offerings. The goal is to provide consumers with innovative solutions for maintaining cleaner and healthier homes.
Increased Demand for Air Purification
Angle further emphasized the growth potential of Aeris’ products, noting that the pandemic has heightened consumer awareness regarding the importance of a clean and healthy home environment. iRobot is also keen to integrate its Genius Home Intelligence platform and existing robot ecosystem with air purification technology.
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Strategic Acquisitions as a Growth Model
It’s important to remember that many of iRobot’s successful product lines beyond Roomba have originated from acquisitions. Braava and Root, acquired in 2012 and 2019 respectively, exemplify this growth strategy.
The Rising Importance of Air Quality
Air purification has become a prominent concern over the last two years, largely due to the pandemic. However, even before this, the market for connected smart home air filters was already experiencing substantial growth.
Aeris’ flagship products, the Lite and 3-in-1 Pro, both feature a connected smartphone application. This allows users to monitor device performance and control multiple connected units.
Potential Synergies and Future Integration
This connectivity likely hints at iRobot’s broader plans. Lacking a dedicated smart speaker, the company is likely seeking a connected device that can function as a central hub within the smart home. Air purifiers could potentially fulfill this role, albeit at a higher cost.
It’s conceivable that Aeris’ purification technology could be integrated into Roomba docking stations in the future.
Financial Details of the Acquisition
The acquisition has been finalized, with iRobot paying $72 million in cash for Aeris. The agreement also includes a potential performance-based earn-out payment. This is contingent upon Aeris achieving specific targets in the coming year.
