Creating a new product category, transforming the habits of an ultra-traditional market, and becoming a national leader... without having a role model to follow. This is the challenge taken on by David Gabison, co-founder of SteamOne, who returns in the podcast " How did you do it? " to an extraordinary entrepreneurial adventure, led with his brother Olivier. A fascinating episode to listen to for anyone interested in innovation in household appliances, podcasts featuring inspiring entrepreneurs, or the practical ways to create a market from scratch.
From evening dresses to steamers: an idea born from a real need
It all began in a showroom selling evening and wedding dresses. It was there that David and Olivier Gabison discovered an American device used to remove wrinkles from dresses without damaging them: a professional steam iron . In France, no one knew about this tool. The reflex was still largely that of the iron and ironing board.
Rather than seeing it as a hindrance, the brothers see it as a huge opportunity: to modernize laundry care and offer a quick, efficient and elegant alternative to a decades-old chore.
"They tell me that we have to keep doing things the same way, and I say no, my brother says no. […] Stop with your old ironing board and your iron, because it's outdated, finished."
This assumed, almost militant vision will be the starting point of a unique adventure in the world of household appliances.
A €500,000 industrial bet, a slap… then a rebound
But the adventure isn't always a bed of roses. In the podcast, David takes an unfiltered look back at one of the most significant episodes in their journey: a €500,000 industrial failure on an initial product development project. A mistake that could have ended SteamOne before it even took off.
Far from giving up, the Gabison brothers learned their lessons... and set off again with even more determination. The result? More than 1.5 million units sold, a presence in 20 countries, a subsidiary in the United States, and partnerships with major hotel chains .
Transforming uses: from niche to mainstream
SteamOne's strength lies not only in the quality of its products, but also in its ability to change mindsets.
"Do you know what percentage of people wear a shirt? 9% of the workforce. […] In the collective unconscious, for decades, all the messages sent by the major laundry care brands have been 'we iron the shirt.'"
David highlights this in the episode: the entire laundry care ecosystem was built around an outdated routine. SteamOne decided to break this model to offer an alternative more in line with the real needs of modern consumers: speed, efficiency, and reduced space requirements.
With products like the James 2 and Karl XL 2 , the brand is making steamers more accessible at home, on the go, and even on vacation. The goal: to replace the iron , not complement it.
A long-term vision, between product excellence and entrepreneurial freedom
Another fascinating aspect of the conversation with podcast host Julien Hatton is SteamOne's industrial philosophy. After attempting to relocate production to France, the company had to backtrack to remain competitive.
But this hasn't slowed their ambition for product excellence. On the contrary: their long-term vision drives them to continuously innovate, while refusing to depend on external funding. By buying out an investor's shares, the two brothers regained their complete freedom to stay focused on their mission.
An inspiring podcast for entrepreneurs… and curious users
If you're an entrepreneur, a project leader, or simply interested in how a new product category emerges, this episode is for you.
If you are a SteamOne customer or future user, this is also the perfect opportunity to discover the story behind your device, understand the beliefs that drove the brand to exist... and why it is unlike any other.
Listen now to the episode “How did you do it?” with David Gabison
Why listen to this episode now?
- To understand how an innovation in household appliances is born
- To discover the behind the scenes of a French entrepreneurial success
- To reflect on your own relationship with laundry care
- And perhaps, like David and Olivier, say “no” to the ironing board