Steaming Ahead

Redefining Luxury Fabric Care and Purification Through Innovation and Sustainability: An Interview with Laurastar Co-CEO Michael Monney

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As a second-generation leader at renowned fabric care and purification innovators Laurastar, Michael powerhouse in luxury fabric care and home purification technology. Since stepping into the role of Co-CEO alongside his sister Julie in 2019, Michael has championed innovation, international expansion and sustainability, reinforcing Laurastar's legacy while propelling it into the future.

Since the brand was founded in 1980 by Jean Monney, Michael's father, Laurastar has pioneered cutting-edge innovations like Dry Microfine Steam (DMS), revolutionised home care with the world's first connected ironing system (Laurastar Smart System), and introduced award-winning steamers like the IGGI and IZZI. But beyond innovation, Laurastar is also setting new benchmarks in sustainability - fighting planned obsolescence with durable, repairable products and partnering with eco-conscious fashion brands like Germanier and BOSS.

With a presence in over 40 countries, Laurastar has become a trusted name in both high-end home appliances and haute couture care. In this exclusive interview, we talk to Michael who discusses Laurastar's global success, its commitment to responsible luxury, and what is next for the brand as it continues to redefine fabric care and home wellness.

Good afternoon, Michael. Thank you for demonstrating the Laurastar Smart and Lift Systems to us earlier. Laurastar has been at the forefront of fabric care innovation for 45 years. What key principles have guided the company's growth from a Swiss family business to a global luxury brand?