Just weeks after parting ways with market leader Ecovacs, boutique PR agency Closer Communications has been aggressively weaponised by MOVA, a fast, rising smart appliance brand looking to disrupt the status quo in the Australian robotic Vacuum cleaner market where brands are at war with each other.

The appointment follows Closer Communications’ highly successful nine, year tenure with Ecovacs, during which they helped catapult the brand to the #1 spot in Australia.

Now, they have been tasked with doing the exact same thing for MOVA, a subsidiary of Dreame Technology, as it attempts to distance itself from its parent company’s swirling global controversies.

A Market Disrupter Backed by Xiaomi Tech
Founded in 2017 and backed by Chinese technology powerhouse Xiaomi, MOVA’s parent company has already established a fierce reputation across Asia and Europe.

Operating its own proprietary factories and R&D facilities, MOVA entered the Australian retail landscape in May 2025 via major retailers Harvey Norman and JB Hi, Fi.

The brand initially turned heads at CES 2025 by packing premium hardware into mid, range price tags.

Its units feature highly advanced capabilities usually reserved for top, tier models, including:

60mm threshold climbing capabilities

Retracting LiDAR systems

Self, cleaning hot, wash docks

Advanced AI object avoidance

“RoboSwing” edge, mopping maneuvers

The strategy has paid off.

 

In May 2026, the MOVA P10 Pro Ultra was officially crowned the “Best Budget Pick” by Vacuum Wars, a leading authority in robotic vacuum reviews. MOVA continued to flex its engineering muscles at CES 2026, showcasing the Pilot 70, a wild, four, fan drone module prototype designed to airlift a robotic vacuum cleaner between different levels of a house.

Distancing from Dreame’s Questionable Claims
The aggressive expansion of the MOVA brand comes at a critical time, as serious questions are being raised over marketing claims made by its parent company, Dreame.

The controversy ignited after ChannelNews debunked Dreame’s public assertions that it held the #1 spot in Australian robotic vacuum sales. Dreame had claimed the ranking was based on data from US research firm IDC. However, IDC directly contradicted the tech brand, telling

ChannelNews that they do not even collect appliance data in Australia.

Following the fallout, Dreame pivoted its PR strategy to claim it has manufactured 10 million robotic vacuums globally, a figure that currently remains entirely unverified with questions already being asked about Dreame’s poor PR in Australia.

Industry insiders note that MOVA is actively distancing its local operations from Dreame’s PR woes, leaning instead on its own product performance, retail relationships, and a massive industry, leading three, year warranty to capture consumer trust.

The Expansion Beyond the Living Room
With Closer Communications now steering the ship, MOVA is expanding its footprint from the living room to the backyard. This week, the company announced its first foray into the outdoor market with the global launch of the MOVA Diver A10, an AI, powered robotic pool cleaner that has already scooped up a prestigious global iF Design Award.

David Wolf, CEO of Closer Communications, confirmed the shifting allegiances:

“After a successful nine, year tenure, we recently concluded our time with Ecovacs and are now proudly representing exciting home robotics brand, MOVA,” Wolfe said. “It’s a brand that we had admired from afar following its launch in Australia, and it’s great to be a part of growing its home robotics business. We’re excited to introduce more of its range and team in due course.”

With tier, one retailers already expanding MOVA’s product shelf space, the new PR alliance signals a fierce market share war ahead for the Australian whole, of, home robotics industry.