"Osher Ad" removed Dreame robot vacuums from sale: impossible to activate in Israel

Osher Ad retail chain halted sales of 860 Dreame X60 Ultra robot vacuums due to activation issues. Parallel importer Tech Masters agreed to pay $26,400 for a software update. Customers who could not activate the devices received refunds.

Osher Ad halted sales of a batch of 860 flagship Dreame X60 Ultra robot vacuums after customers were unable to activate them at home. The issue stemmed from a software version not adapted for the local market. To resolve the problem, global company Dreame demanded that parallel importer Tech Masters pay $26,400 (about 80,000 shekels). The importer agreed to pay for a remote update to restore the devices. One customer bought an X60 Ultra at Osher Ad for 3,999 shekels. At home, he installed the app, but the robot did not respond to commands. Other customers received the same notification. According to clients, they spent over a week contacting various companies, but no one took responsibility. The chain ordered the robots to be returned and refunded. This is not the first such case with Dreame devices imported into Israel via parallel imports. The first activation issue was recorded in early 2026, and the second about three months ago. Dreame is considered a leading brand in the robotic vacuum category in Israel, accounting for about half of annual sales in this segment, with roughly a third of its devices entering the market through parallel import channels. Osher Ad is the largest seller, having sold over 30,000 such devices in the past year. Dreame regional manager Tony Chang explained that the brand's products are sold in 120 countries with different software versions adapted to local languages and requirements. Chang denied claims that the company deliberately restricts the use of parallel import products. Dreame stated it is willing to provide after-sales service to parallel importers for a fee. Kristalino noted that customers of official imports receive a three-year warranty. Osher Ad linked the issue to an attempt to block parallel imports. Tech Masters called it an exceptional case and said it is examining legal and competitive aspects.