Road to Challenger Brands: How iRobot Is Adapting to a Rise in Home Cleaning Amid Covid-19

Big investments in R&D ensure its robot vacuums and mops stay on the cutting edge

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As the Covid-19 pandemic turned everyone into a bit more of a homebody over the past year, iRobot has seen consumers place more priority on keeping their living spaces clean.

The brand behind the Roomba robot vacuum has adjusted to this rise in demand by shifting certain product development strategies and go-to market plans to emphasize personalization in its automated cleaning devices. The company is able to continue evolving this way after three decades in business thanks to a longstanding focus on heavy research and development spending.

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