Hoover unveils new brand identity alongside latest launches at IFA 2025

Appliance brand Hoover has unveiled its renewed identity, which it says 'reflects its evolution’ and ‘legacy of performance, reliability, and pioneering spirit’ as it showcased its latest product innovations at IFA 2025, which took place in Berlin from 5th - 9th September. 

Among the new launches was the Hoover Multi-Wash, pictured, which has three independent drums: a main 10kg drum and two 1kg mini drums, which allow users to wash multiple loads simultaneously.  Intelligent features such as Auto-Dose, a Smart Spray system, and hygiene-focused technologies including UV sterilisation and Clean Shield™ coating are also featured. With Quick Wash cycles that can tackle three loads in just 22 minutes, Hoover Multi-Wash is designed to offer unmatched speed, convenience, and versatility for modern households. The taller standalone model will be the first to launch in the UK, with a compact under-counter unit set to follow in 2026.

Other key launches for the brand included the built-in H-FRIDGE 600. Powered by the Circle Fresh Technology, it ensures even air circulation to keep food fresher for longer while its functional Panorama Light inside provides full visibility. It was joined by the French Door H-FRIDGE 700 Maxi, which combines Circle Fresh technology with the MyZone drawer, allowing it to adjust temperature based on the food stored. 

The brand also used IFA 2025 to launch the new built-in H-Wash 600 washing machine, rated energy class A-20% and new generation of H-DISH dishwashers, which feature standard models rated energy class A-10%.