iRobot CEO Gary Cohen outlined the company’s future strategy in a December 31, 2025, interview, following the company's acquisition by manufacturing partner Picea in mid-December. The new direction shifts away from a feature-focused product war.
Instead, iRobot will prioritize making robot vacuums more user-friendly and accessible to a broader market. Cohen, appointed in May 2024, emphasized simplifying the user experience to grow the category's overall market penetration.
This strategic update follows a tumultuous period for the Roomba maker. The company filed for Chapter 11 bankruptcy earlier in December after years of financial difficulties. The bankruptcy and subsequent acquisition by Picea led to this revised business approach, which targets long-term recovery and growth.