Blueair Broadens Purifier Assortment, Air Quality Initiatives

In December, Blueair, an air purification manufacturer, was officially acquired by Unilever, one of the world’s leading suppliers of food, refreshment, home and personal care products, and showcased some of the initial fruits of the merger at the International Home + Housewares Show.

For example, the company launched an extension to its Blue by Blueair branded line of air purification appliances aimed at expanding its brick-and-mortar retail reach.

The new Blue 411 model has a price of $99, and is equipped to filter 161 square feet of air inside the home. The unit features a cylindrical shape with interchangeable pre-filters available in five colors: Diva Blue, Dark Shadow, Lunar Grey, Crystal Pink and Buff Yellow.

The company also launched the Blue 121 model, capable of filtering 620 square feet of air in the home. The unit is also equipped to feature the five colored pre-filters, and carries a suggested retail price of $349.

“Now we can go into the Target’s of the world and the Walmart’s of the world. We have a whole new segment to go after, North American brick and mortar, where we can have serious conversation about growth in-store,” said Bobosky.

In order to showcase the company’s brand growth and emphasis on air quality, it has redesigned its booth with a lifestyle and interactive feel. It features a number of vignettes designed to showcase where specific Blueair models are most useful in the home, including a bedroom, living room, kitchen and kitchenette. The booth also features a smoke box that showcases the power of the company’s Pro line of air purifiers.