I’ve spent a chunk of the past few days at IFA, Germany’s answer to CES and Europe’s biggest consumer electronics show. Once upon a time, this was the stage for breakthroughs like the debut of dual-channel colour TV and the Nintendo 64.
These days, though, when it comes to innovation, while whitegood manufacturers excel in advancements in reducing the amount of water and energy required, much of IFA feels like a landfill preview: endless stands of costpointless gadgets destined to become e-waste, with European innovation often drowned out by a wave of Korean and Chinese exhibitors.
Still, if you dig past the noise, there are many products that stand out — solutions to real problems, or simply those that delight. Here are some of the European startups that managed to cut through the clutter this year:
Hedgehog Dryer (Norway)
Founded in 2019 by a recently widowed father, Bjørn Holte, grappling with the challenges of drying his kids' shoes after playing outdoors, Hedgehog Dryer is a shoe and glove dryer in the form of an
ultra-compact cordless blower which delivers 162 mph of wind power, stronger than most full-size leaf blowers.
Built for campers, hikers, and anyone who loves spending time outside, the Hedgehog JET is a pocket-sized powerhouse that clears pine needles, leaves, and debris from campsites and trailheads, dries off wet boots and tents after a rainy hike, and blows sand or dirt off coolers, chairs, sleeping bags, and backpacks.
The rechargeable blower is powered by a 500-watt motor and six high-capacity battery cells. It weighs less than a kilo, it charges via USB-C, and delivers up to 45 minutes of runtime on a single charge.
Admittedly, I’m not a fan of noisy leaf blowers, and not much for the great outdoors, but having been faced with trying to dry a pair of trainers in a hotel room with a hairdryer after an unexpected storm in Barcelona resulted in knee-deep water, I can see the value in such a device.
Krafted (UK)
The Krafted Connex cable adaptor hub tackles a problem most of us know too well — the tangle of different connectors required by our gadgets, especially when travelling.
While the industry is slowly moving towards the “one cable for all” dream with USB-C, the reality is that most of us still own a mix of devices that need different connectors. That’s not changing anytime soon.
Connex offers a neat, compact solution, featuring a Swiss Army knife-style tool that not only covers the basics of standard charging but also supports PD fast charging and data transfer — features usually reserved for higher-end cables — without the bulk or mess. I want one.
L’Atitude 52°N (Germany)
Debuting at IFA this year and bagging the Best of IFA Next Innovation Award, L’Atitude 52°N is a Berlin-based smart eyewear brand with glasses that look and feel like your favourite everyday pair while offering hands-free tools for capturing memories, real-time translation, and effortless voice control.
Its Departure collection features three signature models — Berlin | 52°N (edgy navigator), Milan | 45°N (versatile panto), and Antwerp | 51°N (sleek rectangular) — each inspired by the latitude and spirit of its city. The POV camera seamlessly switches between landscape and portrait views, allowing for easy capture of life from any angle.
The company is currently crowdfunding on Kickstarter
The OOONO CO-DRIVER (Denmark)
The CO-DRIVER is a Traffic Safety Device that improves your driving experience by informing you of speed cameras and road hazards on your route. This includes all types of speed cameras in +80 countries. The CO-DRIVER connects millions of drivers and allows them to share traffic information in a single click.
The second iteration OOONO CO-DRIVER NO2 is the upgraded version of OOONO’s popular traffic safety device, designed to provide drivers with real-time alerts about speed cameras and road hazards in more than 80 countries. It features a rechargeable USB-C battery, improved audio and visual warnings with a bright LED ring, and seamless integration with Apple CarPlay and Android Auto, allowing alerts and navigation to display directly on the dashboard.
A new dismiss button, which lets users remove outdated or incorrect alerts, improves the accuracy of the community-driven database. Built in collaboration with over 10,000 community members who influenced its design, the NO2 offers a smarter, more user-friendly, and sustainable approach to safer driving.
SunLED Life Science (Netherlands)
Not quite got what you hoped from that Seasonal Affective Disorder-busting sun lamp?
SunBooster is the first near-infrared device that brings the systemic health benefits of sunlight indoors. Exposure to near-infrared light is proven to lower resting heart rate and strengthen the immune system. NIR light therapy has multiple additional potential benefits, including for skin and eye health.
SunBooster leverages patented SunLED technology based on over five years of internal research and over 50 years of broader photobiomodulation science.
It offers a scientifically-proven dose of near-infrared light to users while they work, game or surf the internet – counteracting the negative health effects of insufficient natural light exposure to make people happier and healthier.
SunBooster can be clipped onto any external monitor or laptop screen — seamlessly integrating into the user’s workspace – and makes screen time energising instead of draining.
SunLED offers a licensing program, letting partners integrate their patented technology into broader solutions.
We Are Rewind (France)
I’m old enough to have fond memories of boomboxes, and We Are Rewind is a company committed to bringing back the charm of cassette players with the Boombox – GB-001.
With an appeal to Gen X nostalgics, music fans and design enthusiasts, the company’s latest boombox offers a refresh on the OG: Think rechargeable batteries, Bluetooth support, and four Hi-fi class loudspeakers. Collaboration with French analogue sound specialists (like ORA) ensures high-quality audio performance laced with modern components.
You can plug in a microphone for an instant karaoke party, old school, or electrify a guitar.
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