Our History

A FAMILY BUSINESS DEVOTED TO MAKING YOU LOOK BETTER SINCE 1980

The birth of Laurastar, like all wonderful stories, began with a chance meeting. At the beginning of the 1980s, an innovative Swiss entrepreneur partnered with an Italian engineer. They had a single goal: to beautify your life. How? By creating an ironing board with an integrated, professional steam generator to provide all of steam’s beneficial effects, at that point inaccessible to the general public. The result? Unrivalled ironing quality to enhance the beauty of your clothes as well as purify them by killing 99.9% of bacteria.

17TH TO 19TH CENTURIES IRONS BEFORE LAURASTAR

1980 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.

1980 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.

1986 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.

1986 FIRST LAURASTAR EXHIBITION

An innovation and a slogan: “Ironing is no longer a chore”

1990 EXPANSION ABROAD

Laurastar starts exporting outside of Switzerland and establishes European distribution.

1992 INAUGURATION OF THE PRODUCTION CENTRE

Laurastar inaugurates its production centre in Bioggio, in the Swiss canton of Ticino.

1993 INAUGURATION OF THE HEADQUARTERS

Laurastar establishes its worldwide headquarters in the village of Châtel-Saint-Denis,
in the Swiss canton of Fribourg.

1996 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.

1999 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.

1999 LAURASTAR & CHANEL

Chanel Haute Couture photo with Laurastar’s Steamax.

1999 LAURASTAR’S FIRST TV AD

As the slogan says: With Laurastar, there’s no need to iron twice.

2001 LÉPINE COMPETITION MEDAL

Laurastar wins the silver medal at the international exhibition of inventions in Paris.

2001 PUBLICITY CAMPAIGN

Laurastar provides info on its exclusive and scientifically.
The exceptional results it offers are scientifically proven.

2003 25% OF SWISS HOUSEHOLDS HAVE A LAURASTAR

2005 A NEW VISUAL IDENTITY

Laurastar updates and beautifies its visual identity along with its entire range of products.

2010 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.

2011 LAURASTAR AMONG THE 8 BEST FRENCH-SPEAKING SWISS INVENTIONS OF THE CENTURY

Selection made for the magazine L’Illustré.

2011 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.

2013 LAURASTAR IN CHINA

Inauguration of the first Chinese point of sale, carried out in the presence of the
Swiss ambassador Jacques de Watteville.

2013 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.

2015 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.

2016 KUALA LUMPUR FASHION WEEK

Laurastar becomes the official partner of fashion designers at Kuala Lumpur’s Fashion Week.

2016 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.

2017 PARTNER OF THE MONTREUX JAZZ FESTIVAL

Taking care of artists’ wardrobes backstage, Laurastar becomes an “Atypical Partner”
of the Montreux Jazz Festival.

2017 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.

2017 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.

2017 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.

2018 NEW VISUAL IDENTITY

Laurastar changes its visual identity and adapts its slogan in line with future innovations.

2019 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.

2020 OPENING OF A PRODUCTION CENTRE

Laurastar inaugurates its new 9.500m2 centre in Kapuvar, Hungary, aiming to achieve high levels of excellence and quality.

2020 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.

2020 THE FIRST STEAM PURIFIER

Launch of IGGI, which de-wrinkles clothes at high pressure and disinfects textiles and objects using DMS.

2020 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.

2021 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.