Rowenta's Slogans & Taglines

Rowenta is a German manufacturer of small household appliances founded in 1884 by industrialist Robert Weintraud in Offenbach am Main, originally operating as Weintraud & Co GmbH producing office supplies, smoking accessories, lamps, and clocks. In December 1909, Weintraud established the Rowenta brand—an acronym derived from his own name: RObert WEiNTrAud. The company quickly pivoted to household appliances, launching its first electric iron in 1919 and introducing the revolutionary thermostat-controlled iron with ceramic heating elements in 1949. Core offerings today span garment care including steam irons and steam generators, floor care with vacuum cleaners and steam cleaners, home comfort solutions such as air purifiers and fans, and personal care appliances. Brand messaging has evolved through iconic slogans including Must be a Rowenta and Enjoy Technology, reflecting a century-long commitment to German engineering and design excellence. In 1988, the brand was acquired by the French Groupe SEB, which continues to steward Rowenta's legacy of innovation. Today, Rowenta remains a global benchmark for performance, durability, and ergonomic design in small domestic appliances.