The world’s first sewing machine with artificial intelligence and voice control features developed by SVP Worldwide and Etteplan

Etteplan Press Release 29 June 2022, at 08:00 AM CET

SVP Worldwide, one of the world’s largest consumer sewing machine producers has launched the world’s first sewing and embroidery machine with artificial intelligence and voice-control features for home use. PFAFF® creative icon™ 2 sewing and embroidery machine was developed in close cooperation with technology service company Etteplan.

Etteplan and SVP Worldwide, the company behind brands such as Singer, Husqvarna Viking, and PFAFF, have since July 2021 engaged in a partnership, where embedded software experts from Etteplan are working with SVP Worldwide to create groundbreaking new products, features, and services.

PFAFF® creative icon™ 2 sewing machines’ artificial intelligence processes information continuously and aids the sewist while sewing. Voice control features enable the use of hands-free functions and offer assistance to the user. In addition, the machine comes with multiple other advanced features including cloud-based embroidery editing, design services, and automated embroidery guidance.

“The sewing machine as we know it is in the transformation from a mechanical machine to a digital device. This comes with both challenges and opportunities. It is a challenge to find all the software competence needed locally, but it is also an opportunity to do things differently and improve operational efficiency. Together with Etteplan, we were able to find the skills needed to speed up the process and bring true innovation to the market”, says Fredrik Tumegård, CTO at SVP Worldwide.

Dynamic Delivery Teams enable fast scaling of expertise

The development project was conducted using Etteplan’s flexible Dynamic Delivery Teams model. It provided SVP Worldwide with access to Etteplan’s expertise in a well-functioning team format that can be ramped up and down according to the long-term plan. Etteplan’s experts in Poland played an important part in the project in cooperation with SVP Worldwide’s R&D team located in Jönköping Sweden.

“PFAFF® creative icon™ 2 development consists of fine mechanics with advanced algorithms controlling stepping motors, in combination with connectivity, AI, and voice control. With our service model, we were able to harness the required expertise from Etteplan’s global organization and accelerate the development process”, says Johan Nilsson, Area Manager in Software and Embedded Solutions at Etteplan.

“We are thrilled to be able to give the ultimate connectivity for users, enabling them to reach new levels of sewing skills, effortlessly. We look forward to a long-term partnership with Etteplan”, says Fredrik Tumegård, CTO at SVP Worldwide.

For more information, please contact:
Johan Nilsson, Area Manager, Software & Embedded Solutions, Etteplan tel. +46 768 44 0 55
Outi Torniainen, Senior Vice President, Marketing and Communications, Etteplan tel. +358 10 307 3302

SVP in brief

SVP Worldwide, doing business through SVP-Singer Holdings, Inc. and its affiliates, is the world’s largest consumer sewing machine company, accounting for approximately one out of every three sewing machines sold globally. The company and its three iconic brands – SINGER®, PFAFF®, and HUSQVARNA® VIKING® – have collectively delighted consumers for over 450 years. These premium brands and products are regarded as the choice for serious sewers and novice crafters.

The company’s corporate headquarters is located near Nashville, TN and is supplemented by regional headquarters and sales offices located in Milan (Italy), São Paulo (Brazil), and Sydney (Australia) that, combined, reach consumers in more than 180 countries. SVP Worldwide has manufacturing facilities across Asia and Latin America, multiple R&D centers, a software development center in Europe and a global supply chain with distribution centers in all regions. The products are sold across a network of sewing machine dealers, mass retailers, online retailers, specialty retailers, distributors, and through the company’s ~200 internally-operated retail stores.