Dough - Irons

Sliced Bread

Will anyone iron clothes in the future?

Dough is a new series from BBC Radio 4 which looks at the business behind profitable, everyday products, assessing where the smart money is going now and what that could mean for all of us in the years ahead.

In this episode, the entrepreneur Sam White speaks with experts from the world of garment care including:

Leonor Carneiro - the category leader for garment care at Versuni which owns the Philips brand and is famous for making products including steam irons.

Veronika Kandusova - a consultant with the market researchers, Euromonitor International.

Frej Lewenhaupt - the CEO and co-founder of Steamery, a company which makes garment steamers.

Also joining them is the technology expert and applied futurist, Tom Cheesewright, who offers his insight and predictions on what might be coming beyond the current production pipeline.

Together, they explore the products that are replacing traditional irons, explain why fewer people in the UK tend to iron today and chat about their own choices for game changing and least effective ironing innovations.

We hear why clothes iron manufacturers are yet to crack battery power and get a tantalising glimpse of how even more of us might avoid ironing in the future.

Produced by Jon Douglas. Dough is a BBC Audio North production for BBC Radio 4 and BBC Sounds.

Sliced Bread returns for a new batch of investigations in August when Greg Foot will investigate more of the latest so-called wonder products to find out whether they really are the best thing since sliced bread.

In the meantime, Dough is available in the Sliced Bread feed on BBC Sounds