iRobot Acquisition News: 3i Brand Continues Despite Earlier Reports

Update (March 2026): Clarification on the 3i Robot Vacuum Line
After publication, Vacuum Wars received clarification from an iRobot representative that 3i is still being manufactured by Picea Robotics, and the company is actively working on the next generation of 3i products. This contradicts earlier reports suggesting the brand was being discontinued. The article below reflects the information available at the time of publication.

The robot vacuum industry is undergoing a significant shift following the acquisition of iRobot by Shenzhen-based Picea Robotics. Under the new ownership structure, iRobot will remain the primary consumer brand, while earlier reports suggested that Picea’s own robot vacuum label, 3i, was being discontinued.

The move was described as a potential consolidation of development, manufacturing, and marketing resources behind the globally recognized Roomba brand.

Why Reports Suggested Changes to the 3i Robot Vacuum Line

Picea Robotics has historically operated as a major robotics manufacturer and supplier for multiple global brands. In recent years, it entered the consumer market with its own robot vacuum brand, 3i, which debuted advanced concepts such as atmospheric water extraction and internal water recycling systems. Vacuum Wars has reviewed both the 3i P10 Ultra and the 3i S10 Ultra robot vacuums, offering detailed evaluation data and performance analysis on each model.

According to reporting by Galaxus, which cited responses from company representatives, no new 3i models were planned, and future development efforts would instead be directed toward strengthening iRobot’s product roadmap. The publication suggested that the move reflected a strategic consolidation under Picea’s ownership rather than maintaining parallel consumer brands.

More recent information indicates that 3i production is continuing and that future models are in development, suggesting that earlier reports may have been incomplete or inaccurate.

iRobot’s Financial Restructuring and Ownership Transition

iRobot filed for Chapter 11 bankruptcy protection in late 2025 after facing sustained margin pressure and increased competition in the global robot vacuum market. The restructuring process paved the way for acquisition by Picea Robotics.

The company has indicated that day-to-day operations will continue during the transition. Customer service, firmware updates, and product shipments are expected to remain unaffected.

iRobot will also maintain its U.S. headquarters in Bedford, Massachusetts, and continue product development there.

What This Means for the Roomba Brand

Under Picea’s ownership, iRobot gains access to expanded manufacturing capacity and additional engineering resources. Earlier reports suggested this could increase research and development capabilities for future Roomba models.

Rather than splitting resources across multiple consumer brands, Picea was previously described as concentrating efforts on strengthening the iRobot name globally. However, with 3i continuing as an active brand, the company’s long-term multi-brand strategy is less clearly defined.

Impact on the Robot Vacuum Industry

Initial reports suggested that discontinuing 3i while reinforcing iRobot reflected a broader trend in the robot vacuum market: increased vertical integration between manufacturing and brand ownership.

With updated information confirming that 3i remains in production, the situation appears more nuanced. The acquisition still represents a notable shift in ownership dynamics, but the long-term brand strategy and competitive positioning may continue to evolve.

For consumers, the immediate impact remains limited. For the industry, the acquisition marks an ongoing transition in how robotics companies structure manufacturing, branding, and product development.

iRobot Roomba Robot Vacuum Buyers Guide 2026

iRobot has rolled out a revamped Roomba lineup for 2025, introducing key changes to its long-running series. From the entry-level 105 series to the top-of-the-line 705 series, these new models showcase a range of noteworthy updates that could signal a pivotal shift for the company. This guide delves into their major enhancements and offers insights into how they’ll perform in everyday life. See the Guide

Lisa Tatar

Since joining Vacuum Wars in 2020, Lisa has contributed to in-depth product reviews and educational content focused on vacuum cleaners and floor-care technology. She also plays a key role in website strategy, content optimization, and site management, helping ensure accuracy, clarity, and a high-quality user experience. With a background in communications and hands-on experience as a working parent and pet owner, Lisa brings both professional expertise and real-world perspective to her work.

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