IFA 2025 wasn’t just a showcase of shiny gadgets—it was a stage for how deeply robotics, AI, and smart systems are weaving into daily life. Among the futurism, one name with roots stretching back nearly a century stole the spotlight: Morphy Richards.

The 89-year-old British appliance maker proved it’s far from old-fashioned, unveiling a new lineup that blends classic craftsmanship with forward-looking design and intelligent functionality. The theme: everyday living, reimagined through smart, sustainable comfort.

Award-Winning Everyday Essentials

Morphy Richards’ booth delivered more than nostalgia; it delivered headlines. The Fusion Kettle and Toaster Set bagged the coveted Best of IFA award from Gadget Flow, signaling that the brand’s modern aesthetic isn’t just marketing spin.

But the real crowd magnet was the Chill Zone, where the InfuseChill Flavoured Ice Maker wowed visitors with customizable flavored cubes—think lime-infused cubes for your water or strawberry for your mocktail. Its sibling, the MixChill 3-in-1 Ice Maker, turned heads for its triple talent: rapid ice production, crushing, and even juicing.

Coffee loyalists weren’t ignored. The Fully Automatic Coffee Machine drew strong retailer interest with its pro-level brewing packaged for home use. And on the climate side, the S1 Pro and Ultra air treatment units impressed with distinctive design, smart sensors, and eco-friendly efficiency—timely products as Europe continues to face extreme heatwaves.

Market Context: Heatwaves and Growth Potential

Morphy Richards didn’t miss the opportunity to tie its products to broader market trends. In a Bloomberg segment on Europe’s heatwave, the company positioned its climate-control appliances as not just nice-to-have luxuries, but long-term necessities—reinforcing predictions of growth in the European air conditioning and air treatment market.

That framing matters. In a space crowded with startups promising futuristic “air wellness,” Morphy Richards brings two advantages: brand trust built over decades and a sustainability-first pitch tuned to European regulation and consumer sentiment.

Partnerships and Global Momentum

IFA wasn’t just about wowing consumers—it was about deal-making. Key accounts showed strong interest in the new product lines, while prospective partners circled, drawn by the brand’s global strength. The event gave Morphy Richards a platform to reinforce confidence in its growth strategy and lay groundwork for new distribution channels.

The media impact was broad, too. Coverage spanned outlets like TrendHunter, The Globe and Mail, and La Vanguardia, while influencers from Europe and Asia amplified the brand’s reach. Notably, creators like Blin Othman and Jan Březina highlighted the mix of design and practicality, underscoring how the brand resonates beyond trade shows.

Old Brand, New Edge

Morphy Richards may be pushing 90, but its latest IFA showing proves it’s not just keeping up—it’s positioning itself as a global innovator in smart living. By aligning design heritage with modern sustainability and intelligent features, the company is making a play not just for nostalgia, but for relevance in a market that increasingly expects its appliances to be as connected and adaptive as its phones.

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