What was originally just a small Swiss company has today become an international brand. “Laurastar”, specializing in ironing, is a real success story created in the canton of Friborg by entrepreneur Jean Monney.
At the beginning of the 1980s, in Milan, the Freiburger met an Italian engineer who, taking inspiration from professional ironing equipment, proposed combining a steam generator and an ironing board in one and the same device. Jean Money is immediately seduced by this invention.
Subsequently, he bought the patent and created his own business, which he called “Laurastar”. The name is a tribute to the Italian designer and friend of the founder, Laura Biagiotti. He continued until 2019, the year when his children, Julie and Michaël Monney, took over as co-directors, thus perpetuating their father’s legacy.
Meeting at the heart of the company, in Châtel-Saint-Denis
The company has enjoyed dazzling success on social networks, and particularly on TikTok. The content, based on a strategy adapted to the dynamic and visual spirit of the platform, is widely appealing. After a few months, the company’s account has more than 220,000 followers, and one of their videos has 34 million views. The recipe is simple: iron wrinkled clothes.
These instantaneous transformations, which easily capture attention, have pleased users. “What captivates people is the satisfying and ASMR side (editor’s note: low volume relaxation technique) of the videos. Going from a wrinkled product to a beautiful smooth fabric, there is nothing more satisfying The sound of the steam is also very pleasant,” says Michaël Monney, co-CEO.
