I had been deliberating upgrading to a steam iron or getting a clothes steamer for my delicate fabrics. I didn’t know there is an all-in-one system that combines both and includes the ironing board! The Laurastar ironing system can be used on almost all fabrics, including silk and linen, removing creases in less time than conventional steam irons. Its most handy feature is that it can be easily folded flat for easy storage – great for those of us who have space constraints at home.
Keen to know more? Read on to hear from the brand’s Co-CEO about why this is a sustainable investment for all your fabric care needs at home.
World’s first connected steam ironing system
Laurastar has been making steam ironing systems and clothes steamers for 45 years. It was the first in the world to introduce an all-in-one system of steam iron, clothes steamer and an ironing board for the home. More than that, the Swiss brand has consistently evolved to incorporate proprietary features and Swiss-developed technology into its products.
One such feature is the proprietary Dry Microfine Steam (DMS) technology that’s present in every product. DMS heats water to 160 degrees Celsius and propels it at speeds of up to 129km/h to penetrate deep into fabrics. Laurastar says this eliminates 100% of dust mites, lice, moths and bed bugs. This chemical-free technology also has over 99.999% efficiency in disinfecting, viruses and fungi while neutralising odours and allergens.
Thanks to DMS technology, Laurastar products can be used for a wider range of fabric care. This includes delicate clothes, baby clothes and toys, strollers for children and pets, curtains, pet bedding and car seats.
Laurastar iron and steam products in Singapore
For its 25th anniversary of partnership with TANGS, the award-winning brand has revamped its brand counter experience. I recently met Co-CEO Michael Monney and experienced firsthand the Laurastar ironing system and steam products.
The Swiss-owned company was founded by Michael’s father, so Michael has seen the products in use at home since he was a toddler. A father of two, he also uses the Laurastar ironing system and steam products in the house. This makes him the best person to walk me through the features of Laurastar products.
Smart U & Smart I all-in-one ironing systems
These two all-in-one steam ironing systems include:
- An active ironing board: A vacuum and fan system holds fabric in place during steam ironing. This prevents unwanted creases from being created during the ironing process.
- Single steam temperature setting: For optimal care and wrinkle removal on all fabrics.
- Smart connectivity: Bluetooth integration provides real-time tutorials, fabric care tips and maintenance updates directly to your smartphone.
The Smart U includes these additional features:
- Sensteam: This technology automatically detects movement and releases steam without the need for pressing a button.
- Pulsed steam: This function delivers bursts of steam while ironing.
- Active 3D soleplate: Ensures even steam distribution.
Laurastar Smart U, $4,499; Smart I, $3,999
Multi-functional steamers for home and on-the-go
Other than steam irons and clothes steamers, Laurastar also has products for use at home, in the office, on location and even while travelling. Besides removing creases in fabric, they also provide sanitisation.
Lift and Lift Xtra 3-in-1 steam generator
The Lift and Lift Xtra are clothes steamers that can easily roll from one location to another. These steam generators are ready to use in three minutes, making them handy for quick touch-ups.
Got a creased jacket that you’ve used once in the office for a presentation? Or maybe you have an upcoming studio photoshoot of sample clothes for your retail website? A quick steam with the Lift and the fabrics become crease-free and refreshed.
Both models utilise DMS but the Lift Xtra has the pulsed steam, single temperature setting and active 3D soleplate features as well.
Laurastar Lift Xtra, $1,699; Lift $1,299
IGGI portable clothes steamer
Laurastar says that this is the first high-pressure handheld hygienic steamer on the market. Besides removing creases from fabrics, it also sterilises small objects in 20 seconds.
The IGGI can disinfect multiple objects simultaneously including toys, toothbrushes, baby comforters and cosmetic tools. It’s compact and lightweight, making it easy to pack for travel or daily life.
Laurastar IGGI, $388
IZZI Plus multi-functional fabric and home care steamer
Thus 2-in-1 steamer provides both fabric care and sanitisation for multiple surfaces. The IZZI Plus can also be used on yoga mats, countertops and materials such as mineral, metal, wood and plastic.
A larger water tank and powerful steam output makes it useful for disinfecting larger items such as mattresses and curtains. Despite its large capacity, it’s still compact.
Laurastar IZZI Plus, $1,688
Partnership with fashion brands
With its focus on garment care, it’s no surprise that Laurastar is trusted by fashion brands and shows. Its steam ironing systems and clothes steamers have been backstage at fashion shows in Paris, China, Malaysia and Singapore. These partnerships have enabled Laurastar to be seen as a companion of the fashion lifestyle, ensuring that garments maintain an impeccable finish for the runway.
One of their most significant collaborations is with HUGO BOSS, which merges fashion consciousness with a high performance lifestyle. This partnership reinforces Laurastar’s vision of elevating both the fashion and practical aspects of garment care.
Five questions with Laurastar Co-CEO Michael Monney
#1 Why are you passionate about bringing home fabric care to more households?
We’ve been in Singapore for more than 25 years. We’re also in Malaysia, China, Korea, Taiwan and now we’re opening India. Everywhere we have people who love the brand and see the impact it has on their life. So that’s why we’re so passionate.
When people use it at home, they really love the brand because it’s addressing a real need. People use it every week and they’re happy if you can make it simpler for them. I think the passion comes from the fact that our products really have an impact.
#2 Who is the customer you have in mind when designing products at Laurastar?
The first user we have in mind is ourselves because we use the product ourselves for ironing. So we see what’s good and what’s bad. If we’re happy with our product, often the consumer also is.
We’ve had many customers over the last 45 years. We also get a lot of feedback from them about what we can do better. In this way, we make products that they really love.
We’re also very specialised, initially in ironing, and now also purifying and steaming. Being specialised helps us think about how to go about it.
#3 I have young kids and pets at home but I also like to keep my house clean. What are a couple of Laurastar products you would suggest I must have?
First would be our key product, the Smart U all-in-one steam ironing system.
The second would be the IZZI Plus. You’ll be able to do a few things like steam the curtains, clothes, kids’ bags and clothes, and pet items. You can also use it to disinfect surfaces, even a table. With the guard, the steam temperature is lower so you could also do your yoga mat with it.
#4 Which is your personal favourite of the brand’s products?
I have all our products at home! But my personal favourite is the Smart U. The active table makes it possible to get the perfect iron in half the time.
When you’re wearing nice clothes, you don’t want them to get destroyed. Often, dry cleaners use chemicals and destroy clothes. So using the Smart U is also a way to protect your clothes.
#5 Some people have owned a Laurastar steam ironing system for more than 10 years. Is product sustainability important for your company?
First of all, it’s an investment to have Laurastar products. When you’re investing in something, you want to keep it; you don’t want it to break in a few years. For example, if you buy a very high-end bag, you’ll keep it for many years and you would buy a second one from the same brand. It’s the same for high-end home appliances.
We test every single part of our products for more than 800 hours. Many customers use their item for a minimum of 10 years, then they give it to their kids before buying a new one; we work on sustainability for the next generation. We guarantee that spare parts will be available for repairs for a minimum of 10 years. Even after that, you’ll still be able to repair your product. This is really something that we’re able to do thanks to VISO, which distributes Laurastar in Singapore.
An added factor is that the products are chemical free and 100% natural. So your clothes last longer, which is also sustainable for fashion.
Where to buy Laurastar
Laurastar is exclusively distributed by VISO Pte Ltd. Find their steam ironing systems and clothes steamers at TANGS, Takashimaya, Harvey Norman, Courts and Best Denki.
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