DREAME, a global technology brand dedicated to the smart living ecosystem, is reopening its shop-in-shop within the eMAG Băneasa showroom, located in Băneasa Shopping City, under a new concept. Designed according to this new concept, it offers visitors the opportunity to discover the products and test them directly in-store. The reopening is part of the local expansion plan being rolled out by ELKO, the brand’s exclusive importer in Romania, which aims to consolidate DREAME’s position in the smart home appliances market. According to the company’s estimates, DREAME currently holds a market share of approximately 10% of the robot vacuum cleaner market in Romania.
The reopening of the store also marks the launch in physical shops of the most advanced robot vacuum cleaner in the brand’s portfolio, the X60 Pro Ultra Complete. Launched on 4 September on the official DREAME website, the model will be available from November through major retailers and authorised partners, as well as at the eMAG Băneasa store.
From online shopping to the in-store experience
The refurbishment of the Băneasa premises marks the first step in DREAME’s strategy to integrate its online presence with that of its physical shops, where customers can view and try out products before making a purchase decision. This is all the more important in a category where the price of premium models can exceed €1,500, and choosing a product requires a careful comparison of specifications and features.
At the same time, the brand aims to gradually expand the range of products available on the local market. DREAME currently offers over 50 models in Romania, across five product categories: robot vacuum cleaners, cordless upright vacuum cleaners, wet & dry vacuum cleaners, beauty tech and robotic lawnmowers. These can be purchased via eMAG, Altex, Flanco, evoMAG, Dedeman, Hornbach, PentruGazon.ro and other partners, as well as from the official DREAME website.
In the first half of 2026, DREAME recorded a 140 per cent increase in revenue in Central and Eastern Europe and ranked first in robot vacuum sales in 18 countries, according to the company’s data.
“DREAME has quickly become one of the most dynamic brands in our portfolio, and the 10 per cent market share we currently estimate shows that Romanians are increasingly open to investing in home technology once they understand the tangible benefits of these products. The new space at eMAG Băneasa offers customers the opportunity to discover the entire DREAME ecosystem and to test the products before purchasing. Opening a dedicated showroom could represent the next step in the brand’s development in the local market,” said Mircea Ciucur, Commercial Director, ELKO Romania.
A miniature football pitch, right inside the shop
The space now brings together DREAME’s main product categories and features, right at the entrance, a specially designed area for an activity dedicated to the X60 Pro Ultra Complete model: the DREAME Football Challenge. Visitors are invited to guide the robot vacuum cleaner across a miniature football pitch and try to score a goal.
The specially designed area will host events every weekend, on Saturdays and Sundays, between 12:00 and 18:00, until the end of December. Participants who manage to score goals will have the chance to win DREAME products and accessories. The challenge offers visitors the opportunity to discover the features and capabilities of the X60 Pro Ultra Complete model in an interactive way.
The game showcases the robot’s mobility and its ability to adapt its route according to the obstacles it encounters. Furthermore, every weekend until the end of December, a trainer will be giving live demonstrations to showcase the products and their features. The concept is inspired by the international ‘DREAME to Win’ campaign, which features Cristiano Ronaldo.
The X60 Pro Ultra Complete, the top-of-the-range model now available in high street shops, has been designed to clean even hard-to-reach areas, such as corners, the edges of walls and the spaces under low-lying furniture. The robot is equipped with two independent extendable arms: the side brush extends by up to 12 cm, and the mop by up to 18 cm. It offers a suction power of 42,000 Pa and features a retractable navigation sensor, which allows it to lower its height to 8.9 cm to reach under low-slung furniture.
ProLeap technology enables it to negotiate two-step obstacles with a total height of up to 10 cm. At the same time, the OmniSight System 3.0 AI system, based on two AI-powered cameras, can recognise over 320 types of objects and helps the robot navigate more efficiently and avoid obstacles. The base station automatically manages the emptying of the dust bin, the water refill and the washing of the mops with water heated to 100°C.
From IFA Berlin to Băneasa
The reopening in Bucharest comes just a few weeks after DREAME’s participation at IFA 2026, where the company showcased over 100 products across 16 categories and presented its long-term vision for the ‘Physical AI’ concept. This involves developing robots capable of perceiving their surroundings, making decisions and acting autonomously within the home. Globally, DREAME products are available in over 190 countries and regions and are used in over 42 million households.
“Romania is one of the markets in the region where we see the greatest potential for growth. Romanian consumers are increasingly interested in the tangible benefits that technology can bring to their everyday lives. Together with ELKO, we are building a local presence that allows them to discover our products first-hand, see them in action and better understand what they can do for them,” said Marshall Mei, EE Sales Director at DREAME Technology.