iRobot Restarts: New Era with Picea, Roomba Mini and AI for the Home. And in Italy, Nital is Considering It.
Fifty million robots sold worldwide, almost two million in Italy alone, over 35 years of experience, and more than 2,000 patents in robotics. These are the numbers on which iRobot builds its "new era," officially inaugurated after the completion of the transaction with Picea Robotics, a global player specialized in production, engineering, and robotic technology. For the Italian market, Nital, the brand's historic official distributor, welcomes this turn with a structured long-term commercial strategy.
Why This Change is Important
The transition under the control of Picea is not simply a change in ownership structure: it means a new financial stability, increased production capabilities, and a clear strategic direction for iRobot. The company will continue to operate as a global consumer robotics company based in Bedford, Massachusetts, maintaining key engineering, product development, and marketing functions in the United States. Production will instead focus on Picea Robotics' facilities. Additionally, iRobot Safe Corporation has been established, a U.S. subsidiary dedicated exclusively to governance and consumer data security on a global level, a significant signal in an era where privacy in the smart home is increasingly at the center of debate.
Nital was present at the AWE 2026 Appliances & Electronics World Expo, held in Shanghai from March 12 to 15, the most important international event for home electronics and smart devices. The theme of this edition, "Smart AI, Future Smarter", perfectly reflects the trajectory that iRobot intends to pursue: increasingly autonomous, intelligent home robotics integrated into the home ecosystem. It is a sign that the brand does not simply intend to survive the restructuring phase, but aims to lead the market again.
Roomba Mini: Home Robotics Becomes Accessible to All
Among the most significant news presented in preview at AWE 2026 stands out Roomba Mini, the product on which iRobot is betting to lower the entry threshold to home robotics and reach a broader audience of consumers. The concept is clear: maintain a focus on automation, advanced navigation, and ease of use, but in a more affordable format and price compared to the premium models in the range.
"The 'new era' of iRobot marks a tangible change of pace also for the Italian market," states Gianluca Barresi, Sales Director of Nital. "Participation in AWE and the launch of new solutions like Roomba Mini strengthen the brand’s long-standing clear direction: to make home robotics increasingly accessible, intelligent, and integrated."
Despite the turbulent phase of recent years, iRobot remains the number one brand of vacuuming robots in North America by sales volume and value, with a confirmed leadership position in key markets such as Japan and Spain. Globally, the brand is present in 98 countries, with tens of millions of families daily entrusting their home cleaning to a Roomba.
"The concept of a 'new era' translates into clearer communication of the value of home robotics," adds Valentino Bertolini, Marketing Director of Nital. "With products like Roomba Mini, iRobot expands its target and makes innovation more accessible while tapping into an ever-growing demand for smart and intuitive solutions."