New indoor air purification brand called Blue launched by Blueair at the 2015 International Home + Housewares Show in Chicago

Stockholm, Sweden, 7 March 2015 – Blueair Inc, the leading innovator in indoor air purification, has launched its new brand of mid-­range air purifiers, Blue, at the 2015 International Home + Housewares Show in Chicago, Il, USA. Blue will provide a smartly designed, high-­‐performing air purification choice for the mass-market retail channel, while leveraging parent brand Blueair’s decades of research and development in the world of cleaner, healthier indoor air.

Blue offers a fresh look at indoor air purification and recently won a 2014 Envisioneering Innovation & Design Award at IFA Berlin, the world’s leading trade show for consumer electronics and home appliances. Blue offers “clean air for everyone” with modern, minimalist design and simple functionality. Blue is expected to be available at US mass-market retailers within six months at MSRP $299.

“We are thrilled to launch Blue in the US at the International Home + Housewares Show. The brand fills a gap in the market for indoor air purifiers, which traditionally have been very costly or dubiously cheap, and often don’t meet their performance claims,” said Herman Pihlträd, President of Blueair North America. “The problem of poor indoor air quality is continuing to increase dramatically and consumers are becoming more and more aware of this situation.”

Blue is the answer for wellness-­minded consumers who seek to improve their health in a variety of ways including exercise, eating well and reducing indoor environmental irritants. The line of cool, contemporary purifiers offers the highest clean air delivery rate (CADR) rate in its class, clearing the air in a typical room sized 540 square feet (52 square meters) up to five times per hour.

Adding to its mass consumer appeal, Blue products offer on-­trend styling and eco-­friendly advantages. The product offers a fun and sleek Scandinavian design, featuring five fabric pre-­filter colors, which can easily be removed, washed and exchanged for a fresh new look. Blue is manufactured with 100-­percent recyclable materials and features a simple push-­button start, easily replaceable filter and whisper-­‐silent air purification. The filters can be used for up to one year without compromising filter efficiency.

“Blue is new and truly innovative – and demonstrates a regard for our fellow human beings by being designed from the blueprint stage to be conspicuously good at cleaning the air in large rooms of the nasty stuff,” said Elin Engberg, a Stockholm-based, thirty-year old engineer who has lived, breathed and steered the project from the start.

Engberg says Blue should be seen as a system for trapping unhealthy bugs, dust, pollen and odors in indoor air rather than a single product. Blue’s development has led to three new technical patent applications.

“Our goal has been to create the best indoor air purifier in the world, with the best design at the best possible price. Achieving our goals has meant evolving and merging good design with radical technology to create a device that can be used all day long to help enhance health and wellbeing. It’s a lifestyle product, but with medical benefits. It’s super-quiet, consuming little energy and with zero complexity of use,” said Ms. Engberg.

Deceptively simple, the appliance comprises a fan at the top and a replaceable filter that takes up the bottom. The device’s three speed levels are steered by a softly backlit knob on the front of the unit, that goes out after 15 sec of interaction, so it won’t disturb your sleep.

Blue’s rounded edges and geometrically perforated grill give it an appealingly cheerful appearance, an effect aided by the pre-filter, washable fabric that envelopes the lower part of the device and comes in five different colors, including pink.

“We believe Blue is the prettiest, most efficient and best priced air cleaner in its segment,” said Elin Engberg.