Well, ironing can be a time-consuming and boring and the results aren’t always satisfactory. Keeping this in mind, the UK based engineers Rohan Kamdar and Trevor Kerth invented an automatic ironing machine – Effie, which will iron your clothes for you.
According to the engineers, Brits hate to iron their clothes (to be honest, nobody likes it). To end this irritating and time-consuming ironing ritual, the startup is developing the Effie, so you’ll never have to iron your clothes again.
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The machine has undergone over 40 prototypes in the last two odd years and is still in the modification phase. Effie claims to iron 12 items of clothing at a time in three minutes. It comes with wheels at the bottom for ease of mobility and is compact enough to be stored in a corner after use.
It knows the differences between different fabrics and therefore uses various methods to iron them. It knows how to handle a delicate blouse and a cotton shirt. Any fabric – cotton, silk, viscose, polyester, denim; clothing with any color, shape, and size can be put into it.
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The product is said to be ‘easy to use’; all you have to do is take your wet and wrinkled clothes out of washing machine and hang them on the specially designed hangers on Effie’s pull-out rail. At a click of the button, Effie will dry your clothes and its steam treatment technique will get rid of all the creases, leaving the clothes pressed and all this in just three to six minutes.
Effie ironing machine hasn’t been released yet and is still undergoing modifications as to improvise its efficiency. According to the makers, it will be ready to hit the market by the end of the year, no word on the price though.
If this machine is really what it is said to be, then it surely will replace the tradition ironing methods and make the process easier and time-saving.
Effie Automated Ironing Machine — Key Specifications
| Specification | Detail |
| Type | Automated home ironing and drying machine |
| Inventors | Rohan Kamdar and Trevor Kerth (UK-based engineers) |
| Founded | 2015, Royston, United Kingdom |
| Capacity | Up to 12 garments at once on specially designed adjustable hangers |
| Ironing time per item | ~3 minutes (iron only) / 6 minutes (dry + iron cycle) |
| Dimensions | 80cm × 25cm × 128cm — compact enough to store in a corner |
| Compatible fabrics | Cotton, silk, viscose, polyester, denim — any colour, shape, or size |
| Incompatible fabrics | Wool, cashmere, and dry-clean-only fabrics |
| Operation | 1-button. Auto-shuts off when cycle completes. No plumbing required. |
| Mobility | Wheeled base — moveable, stores flat against a wall |
| Water system | Removable tank — no plumbing hookup. Excess water collected and disposed manually. |
| Heat method | Steam + heat combination. Steam-only mode available for delicates. |
| Price (prototype stage) | Early-bird estimate ~$915 (2017 pre-order price — no current retail price confirmed) |
How Does the Effie Ironing Machine Work?
- Load the machine: Take clothes directly from the washing machine — no need to pre-dry them. Hang up to 12 garments on Effies specially designed, size-adjustable hangers on the pull-out rail.
- Press start: A single button press begins the cycle. Effie first identifies the fabric type of each garment, selecting the appropriate temperature and pressure settings automatically.
- Dry cycle (optional): If the clothes are wet, Effie first runs a drying phase using warm air — gentler than a tumble dryer and designed to minimise shrinkage.
- Iron cycle: The machines pressing system makes direct contact with garments, combined with steam treatment. For delicates, a steam-only setting eliminates creases without direct contact.
- Collect your clothes: After 3–6 minutes, pull out the rail and remove your pressed garments — ready to wear or hang.
Effie vs Traditional Ironing vs Garment Steamer
| Feature | Traditional Iron | Garment Steamer | Effie (When Available) |
| Hands-free operation | ❌ Manual | ❌ Manual | ✅ Fully automatic |
| Capacity per session | 1 item | 1 item | Up to 12 items |
| Time per item | 3–5 mins (manual) | 2–5 mins (manual) | 3 mins (automatic) |
| Works on wet clothes | ❌ No | ⚠️ Limited | ✅ Yes (dry + iron) |
| Fabric detection | Manual setting | Manual setting | ✅ Automatic |
| Risk of burning clothes | ⚠️ If not careful | Low risk | ✅ Very low (auto) |
| Price range | $20–$200 | $30–$300 | ~$915 (pre-order est.) |
| Available to buy now? | ✅ Yes | ✅ Yes | ❌ Not yet (April 2026) |
Most Common FAQs About Effie Automated Ironing Machine
Question. What fabrics can the Effie iron?
Answer. The Effie can handle cotton, silk, viscose, polyester, and denim — in any colour, shape, or size. It is not suitable for wool, cashmere, or dry-clean-only fabrics. For delicate items, a steam-only setting is available that de-wrinkles garments without direct machine contact.
Question. How long does Effie take to iron clothes?
Answer. Effie takes approximately 3 minutes to iron a single dry garment, or 6 minutes to dry and iron a garment taken directly from the washing machine. Up to 12 garments can be loaded simultaneously — making the machine capable of processing a full load of laundry in roughly 40–70 minutes, hands-free.
Question. How much does the Effie ironing machine cost?
A. No official retail price has been set, as the machine has not been commercially released. The estimated early-bird pre-order price during development was approximately $915 (2017 estimate). As of 2026, with the company having been acquired, any future pricing would be set by the acquiring manufacturer.
Q. What happened to the Effie ironing machine company?
A. The Effie startup, founded in 2015 in Royston, UK, raised $1.71M and developed the product through multiple prototype stages without achieving commercial launch. In 2021, the company announced it had been acquired by ‘a global appliance manufacturer’. The acquisition was formally recorded in August 2024. The original helloeffie.com website remains live with the message: ‘We hope to see effie appearing out in the wild soon!’
Q. Are there any alternatives to Effie available now?
A. Yes. While Effie itself is not available, several garment steamers and semi-automated ironing systems are available. The LG Styler (from $999) is the closest consumer alternative — a steam-based wardrobe refresh unit that removes wrinkles and odours hands-free. Garment steamers from Rowenta and Philips ($30–$200) offer partial automation. Full robotic ironing machines comparable to Effies concept remain unavailable to consumers as of 2026.
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