[IFA 2023] "Completely Unexpected"... LG President Surprised by German Miele Revealing Garment Care Device

Miele Unveils Clothing Care Device 'Airium' for the First Time
Ryu Jae-cheol, LG Electronics President, "More Partners Growing the Market"

"Could it be that Miele exhibiting the Styler (clothing care appliance) means that the Styler has been globally recognized?"

Ryu Jae-cheol, head of LG Electronics H&A Business Division, is speaking at a press conference held in Berlin, Germany on the 2nd (local time). Provided by LG Electronics [Image source=Yonhap News]

Ryu Jae-cheol, President of LG Electronics H&A Business Division, named the clothing care product from German home appliance company Miele as the most eye-catching product at the IFA 2023 exhibition.

At a press conference held in Berlin, Germany on the 2nd (local time), President Ryu said, "I did not expect it at all, but Miele brought in the Styler," adding, "It seems that overseas markets also recognize the utility of the Styler as a new home appliance."

He said, "The Styler faced many initial difficulties as a new market," and added, "Since Miele is a premium brand, I feel hopeful that we can pioneer and expand the Styler market together. Rather than thinking that competitors have increased, I think the number of partners who can grow the market has increased."

The clothing care device 'Airium' first unveiled by Miele at IFA 2023 held in Berlin, Germany.
Photo by Han Yeju

In fact, Miele attracted visitors' attention by showcasing the laundry cabinet 'Aereum' for the first time at its booth in the IFA exhibition hall.

The Aereum is characterized by incorporating many technologies previously applied to Miele's washing machines and dryers. It features the 'Knock2Open automatic door opening' function installed in Miele washing machines, which automatically opens the door when knocked twice by hand, and it is equipped with the same steam generator as in Miele steam ovens, minimizing wrinkles and creases in clothes.

Additionally, air passes through a HEPA filter and is evenly distributed throughout the cabinet, removing particles such as pollen, spores, dust, or other allergens from clothes, enabling clean garment care. It contains two 1.4L tanks for fresh water and wastewater, making it suitable for running multiple program cycles.

A hygiene option can also be added, which uses Hyionic Plasma technology to generate ionized air that harmlessly neutralizes allergens, bacteria, and viruses at low temperatures, allowing all garments to be dried softly and hygienically.

With the launch of Miele's Aereum, the European clothing care appliance market is expected to gradually expand. The clothing care appliance market was created when LG Electronics first introduced the 'Styler' worldwide in 2011. Since then, domestic home appliance companies such as Samsung Electronics and Coway have successively launched clothing care products, making them essential home appliances in Korea. Last year, the clothing care appliance market size was about 700,000 units.