Electrolux invests in subscription-based air-purification start-up


Electrolux is partnering with Mila, a US/Chinese start-up that offers connected air purifiers via a subscription-based model direct to consumers. Mila, which operates in the Chinese market with plans to expand into other markets including the US, is re-imagining the customer experience from a one-time purchase with relatively large upfront costs to a clean air as a service model that provides more affordable, more accessible healthy air. The Mila air purifier, with its streamlined design, continuously monitors air quality and optimizes the air in each room, while outdoor air quality data feeds monitor the air in the city where the user is based. Mila connects to the home wifi allowing the user to monitor and control the system from anywhere their smartphone have internet access. “Wellbeing in the home is becoming a greater priority for the consumer, and connected home air purifiers with air quality sensors can play a key role in the future of your family’s health – says Electrolux VP Consumer Product Daniel Wentz – Mila’s business model focuses on the benefits of the product – the clean air delivered – rather than the product itself. The market is evolving and we’ll see more subscription-based services being offered for the home, and we’re excited to be part of that journey through our collaboration with Mila”.


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