Irons before Laurastar
The origins of the brand
With a passion for beautiful and efficient design, Jean Monney partners with the Italian designer Laura Biagiotti to create watches and jewellery.
The founding of Laurastar
At the beginning of the 1980s in Milan, Jean Monney meets an Italian engineer who takes inspiration from professional ironing systems and who suggests combining a steam generator and an ironing board in a single system. Laurastar was born from this concept and its name was chosen in homage to Laura Biagiotti.
The first Laurastar
After several years of fine tuning by researchers and designers, LAURASTAR PREMIUM is launched, the first ironing board in the world for home use to include a steam generator.
First Laurastar exhibition
An innovation and a slogan: “Ironing is no longer a chore”
Laurastar starts exporting outside of Switzerland and establishes European distribution.
Inauguration of the production centre
Laurastar inaugurates its production centre in Bioggio, in the Swiss canton of Ticino.
Inauguration of the headquarters
Laurastar establishes its worldwide headquarters in the village of Châtel-Saint-Denis, in the Swiss canton of Fribourg.
The active ironing board innovation
The launch of Laurastar Magic, the first ironing system for home use featuring an iron board with a vacuum and fan function. A million units were sold in ten years.
The first steam generator
Laurastar launches its first steam generator, giving it the name Steamax. Winner of the Good Design prize and chosen as best Swiss design of the year.
Laurastar & Chanel
Chanel Haute Couture photo with Laurastar's Steamax.
Laurastar’s first TV ad
As the slogan says: With Laurastar, there’s no need to iron twice.
Lépine Competition medal
Laurastar wins the silver medal at the international exhibition of inventions in Paris.
Laurastar provides info on its exclusive steam. The exceptional results it offers are scientifically proven.
25% of Swiss households have a Laurastar
A new visual identity
Laurastar updates and beautifies its visual identity along with its entire range of products.
Laurastar celebrates its 30th anniversary
To celebrate 30 years and 2 million products sold around the world, the brand offers a limited edition ironing system.
Laurastar among the 8 best French-speaking Swiss inventions of the century.
Selection made for the magazine L'Illustré.
SO SWEET ZERLAND
Laurastar joins the family of Swiss Confederation icons in the emblematic RTS podcast: a one minute chronology with Valérie Paccaud, made by Couleur 3.
Laurastar in China
Inauguration of the first Chinese point of sale, carried out in the presence of the Swiss ambassador Jacques de Watteville.
A new way of ironing
Laurastar launches the Lift, the first portable steam generator that irons and steams. No sooner than it’s launched, the product wins a number of design prizes.
ENTRY INTO THE LITTLE BOOK OF THE BIG SWISS HOUSES
Laurastar joins the big names that embody Swiss creativity and entrepreneurship, including Favarger, Valmon, Victorinox, Stoeckli, Swiss and Patek Philippe.
Kuala Lumpur Fashion Week
Laurastar becomes the official partner of fashion designers at Kuala Lumpur's Fashion Week.
Laurastar and the designer Guo Pei
The fashion designer Guo Pei uses and recommends Laurastar. She is a Guest Member of the Fédération de la Haute Couture et de la Mode in Paris.
Partner of the Montreux Jazz Festival
Taking care of artists’ wardrobes backstage, Laurastar becomes an “Atypical Partner” of the Montreux Jazz Festival.
SCIENTIFIC TESTS ON HYGIENIC STEAM
The independent Swiss laboratory Scitec Research SA conducts a study on Dry Microfine Steam (DMS), which proved its effectiveness in eliminating micro-organisms while leaving the fabric perfectly dry.
The first connected iron
The new Laurastar Smart system is the world's first connected iron. Its mobile app allows it to transform into a real ironing coach.
INAUGURATION OF A TECHNICAL CENTER
Laurastar inaugurates its new European technical centre in Kapuvar, Hungary, which seeks to test products and guarantee their repair for at least 10 years.
NEW VISUAL IDENTITY
Laurastar changes its visual identity and adapts its slogan in line with future innovations.
The second generation
Julie and Michael Monney take the reins of the company and carry on the tradition of innovation, design, quality and passion instilled in them by their father.
OPENING OF A PRODUCTION CENTRE
Laurastar inaugurates its new 9.500m2 centre in Kapuvar, Hungary, aiming to achieve high levels of excellence and quality.
DMS STEAM CERTIFICATION
Extensive tests conducted in Switzerland, Japan and the United States show that the exclusive Laurastar Dry Microfine Steam (DMS) kills 99.9% of viruses (including coronaviruses), bacteria and mites in a matter of seconds. These tests also confirm the effectiveness of DMS in eliminating odours and pollen.
THE FIRST STEAM PURIFIER
Launch of IGGI, which de-wrinkles clothes at high pressure and disinfects textiles and objects using DMS.
LAURASTAR CELEBRATES 40 YEARS OF EXPERTISE
Launch of a special edition to celebrate Laurastar’s family history, which has become a global leader of high quality steaming systems in just four decades.
TAKING CARE OF YOU AND YOUR LOVED ONES
The brand passionately pursues its mission to take care not only of your clothes' beauty, but also of you and the planet, thanks in particular to its hygienic steam and the commitment to fight against planned obsolescence. Because life is never too beautiful.
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You can read them here