Recently, MOVA chose the Alcione Theatre in Milan, in Piazza Vetra, for its first Italian event. Over 300 guests, interactive installations, products on display, and a name that leaves little room for ambiguity: the Golden Ball Luka Modric, global ambassador for the brand's vacuum cleaner and lawn mower lines. The event, titled "The Master & The Team," was designed to combine product, sport, and entertainment in an experience far removed from the classic press presentation.

At the heart of the evening was an exclusive interview with Modric conducted by Giacomo Poretti as part of his PoretCast format, produced by Corax. The special episode, built around themes of talent, discipline, and teamwork as a reflection of MOVA's philosophy, will be published on the brand's official channels in the coming weeks. This content, besides its media value, showcases how MOVA is building its brand identity on precise performance values: accuracy, reliability, and results.

The Master & The Team: Milan, Alcione Theatre, sold out

"At MOVA, we believe that technology should simplify daily life while inspiring new possibilities," said Kurt Wang, Head of Sales Western Europe at MOVA. "This event was a unique opportunity to bring the audience closer to our ecosystem of products through an engaging and authentic experience."

The central product of the Milanese evening was the MOVA V70 Ultra Complete, officially presented in Italy as the new flagship robot vacuum cleaner in the lineup. The commercial positioning is explicit: 1,399 euros, distributed through Amazon, MediaWorld, and Unieuro, as well as on the official website. This price places it in the high-end consumer market, but MOVA justifies it with technical specifications that are hard to find elsewhere.

The main differentiating factor is the MaxiReachX system: a 16 cm mop pad extension combined with an extendable side brush of 12 cm. Practically, this means the V70 Ultra Complete reaches corners and edges that traditional robots consistently miss, one of the most reported issues by users in this category for years. MOVA is not the only one working on this, but it is the only one to have pushed mop extensions to these dimensions in the consumer segment.

The EcoCyclone system eliminates disposable bags with a washable container that ensures up to 100 days of autonomy without manual intervention. The StepMaster 2.0 handles obstacles up to 9 cm, a relevant threshold for those with high door thresholds or thick carpets. Last but certainly not least, it boasts a suction power of 40,000 Pa, among the highest in the industry, along with a base station that integrates hot air drying at 70 °C. A complete package, with no "optional" components to purchase separately.

Kurt Wang: "We invest more than competitors in physical retail, and we do it on purpose"

The Milanese event was also an opportunity to gather a series of statements from Kurt Wang, Head of Sales Western Europe at MOVA, which clearly illustrate the brand's commercial strategy for the Italian market. Wang has a straightforward profile and doesn't mince words when it comes to positioning.

"MOVA's ambition is to build a smarter home ecosystem based on intelligent automation, making advanced smart living experiences accessible to families across Italy," he explained. "The products are designed for the mass market, aiming to reach a broad consumer base, not just a premium niche." A statement that sounds like an anti-premium positioning but should be read together with the 1,399 euros of the V70: MOVA wants to be perceived as a brand that is accessible in its value proposition, not necessarily in its entry price.

On distribution, Wang is explicit about a choice that distinguishes MOVA from many digital competitors: "As a young and rapidly growing brand, we are willing to invest more in offline presence compared to some competitors, believing that visibility in physical retail is crucial for both brand building and allowing consumers to directly experience the product ecosystem." It's not just a matter of channel: it's a bet that letting consumers touch the products in a MediaWorld or Unieuro will generate conversions that an image on Amazon cannot achieve in the same way.

Wang's interview also touched on the product trajectory across the various categories the brand occupies. In the robotic lawn care segment, MOVA has introduced navigation with 3D LiDAR technology, significantly improving perimeter mapping and obstacle management compared to wired sensors or entry-level GPS systems. This is a substantial upgrade for a category that, at least in Italy, has not yet reached the maturity of the vacuum cleaner segment, which is currently more present and felt.

More interesting from a roadmap perspective is the dual front of emerging categories. MOVA's pet line has already surpassed 100 points of sale in Southwestern Europe following its launch presented in Hamburg, a number Wang cites as a concrete sign of interest from retail partners, not just end consumers. Products dedicated to pets have their own dynamics: repeat purchases, high loyalty, and better margins than large electronics.

Regarding the Solar System front, Wang is more cautious in his tone but confirms that the first orders from customers have arrived, with positive feedback on product quality from partners. This is still a developing market, but the inclusion of solar solutions in the MOVA ecosystem clearly reflects the brand's ambition: not to stop within the walls of the home but to cover the entire property, from the garden to the roof.

A brand born in 2024, already with Modric and a structured European strategy

It's worth noting the context: MOVA was established in 2024. This is not a marginal detail. It means that in less than two years, the brand has managed to structure a lineup covering vacuum cleaners, lawn mowers, pet products, and solar solutions, has secured an ambassador agreement with one of the most recognizable footballers in the world, has opened physical distributions in several European countries, and has organized a launch event in Milan with 300 guests. An aggressive pace, to put it mildly.

Wang confirms that "Italy is considered a strategically important market in Europe," with goals of strengthening local presence through retail partnerships, brand visibility initiatives, and consumer-oriented experiences. Translated: the event at the Alcione Theatre was not a one-time thing. The next logical step for a brand that declares it wants to build a large-scale home ecosystem is to consolidate shelf presence and work on brand perception in key cities across the Boot.

The MOVA V70 Ultra Complete is the product with which MOVA wants to be remembered at this stage, and the technical specifications are structured to withstand direct comparison with the most established names in the industry. Whether they succeed will be determined by sales. However, the marketing operation built around Modric, in Milan, with an event that filled the theater, has already gone exactly as planned.