KLAFS S1 Arrives in U.S., Offering a Retractable Luxury Sauna

KOHLER, WI – March 23, 2026 – KLAFS, a titan of German engineering in the wellness industry, has officially launched its groundbreaking S1 sauna in the United States, introducing a product that redefines the boundaries of luxury home wellness. Tauted as the world's first retractable sauna, the S1 ingeniously transforms from the size of a standard bookshelf into a full-scale, multi-person sauna at the touch of a button, addressing the critical challenge of limited space in modern homes.

This launch marks a significant move by the nearly century-old company to capture a slice of the burgeoning American home wellness market, backed by its new parent company, the U.S.-based Kohler Co.

The Transformer of Home Wellness

The central innovation of the KLAFS S1 is its revolutionary "eMove technology." When not in use, the sauna presents as a sleek, unobtrusive cabinet with a depth of just 60 centimeters (about 24 inches), comparable to a wardrobe or large bookshelf. With a simple command, the system's three distinct elements synchronously expand, extending the cabin to a full depth of 160 centimeters (about 63 inches) in just 20 seconds. This "zoom principle" allows homeowners to integrate a complete wellness experience into living rooms, home offices, or master suites without permanently sacrificing valuable floor space.

"For nearly a century, KLAFS has pushed the boundaries of sauna design, and the S1 represents our most transformative innovation for the wellness industry yet," says Phillip Rock, CEO of KLAFS. "We're thrilled to introduce a luxury wellness experience that makes sauna ownership attainable for people who may not have considered it possible due to limited space in their homes."

This space-saving design directly targets the growing trend of "micro-living luxury," particularly appealing to those in urban environments or smaller homes who are unwilling to compromise on high-end amenities. The ability to have a fully functional sauna that effectively disappears when not needed is a powerful proposition in a real estate market where every square foot counts.

A Strategic Entry Backed by Industry Giants

The S1's U.S. debut is not just a product launch; it's a calculated strategic expansion. KLAFS, founded in Germany in 1928, has long been a dominant force in the European spa and wellness sector. Its entry into the competitive American market is bolstered by its recent acquisition by Kohler Co. The deal, finalized in January 2024, saw KLAFS become part of Kohler's Luxury Brands division, placing it alongside other high-end names like ANN SACKS and KALLISTA. This integration provides KLAFS with a formidable distribution and brand-recognition platform within the United States.

The timing is impeccable. The U.S. home sauna market is experiencing robust growth, with projections indicating it will expand by over USD 151 million by 2029, growing at a compound annual rate of 6.4%. This demand is driven by a profound cultural shift towards preventative health and at-home wellness. Consumers, increasingly accustomed to the conveniences of a connected home, are seeking to create personal sanctuaries that offer privacy, convenience, and a daily commitment to self-care.

Inside the S1: A Fusion of Technology and Craftsmanship

Beyond its retractability, the KLAFS S1 is engineered as a comprehensive luxury wellness system. At its heart is the proprietary SANARIUM control, managed via a 7-inch touchscreen. This system offers five distinct climate experiences, from a traditional hot and dry Finnish sauna reaching up to 210°F to a mild tropical bath, a warm air bath, an aroma bath, or a steam bath, all with customizable humidity.

The sauna's construction reflects the brand's commitment to quality. The structure features insulated walls and an 8mm safety glass front. The optional S1 EcoSmart insulating glass front enhances heat retention, reducing heat-up times to as little as 20 minutes and lowering overall energy consumption. For many configurations, including the small and medium sizes, the S1 can operate on a standard 230V household connection, avoiding the need for complex and costly electrical work.

KLAFS offers the S1 in three primary sizes (small, medium, and large), accommodating two to three users. Exterior finishes are available in contemporary matte black or a classic walnut, both paired with a warm walnut interior to create a sophisticated aesthetic. The design is meticulously thought out, with a compact heater hidden beneath the bench, integrated Bluetooth speakers, flush-mounted LED lighting, and an exhaust-air purification system with an activated carbon filter to absorb odors.

Carving a Niche in a Crowded Market

The U.S. home sauna market is populated by numerous brands, from budget-friendly infrared models to high-end custom builds. KLAFS is positioning the S1 in a class of its own by focusing on a unique combination of technological innovation, space efficiency, and premium design that few competitors can match.

While other companies offer compact saunas, none feature the S1's dynamic, motor-driven retractability. This single feature sets it apart as a solution for luxury living without the spatial compromises typically required for a traditional sauna installation.

This level of innovation and luxury comes at a premium. While official U.S. pricing is provided through direct consultation, European market data suggests a starting price point exceeding €20,000, placing the S1 firmly in the high-end luxury category. It is not a product for the mass market but for a discerning clientele that values German engineering, cutting-edge design, and the seamless integration of wellness into their daily lives.

With its U.S. launch, the KLAFS S1 is set to become a new benchmark for what is possible in at-home wellness, proving that a world-class spa experience no longer requires a dedicated room—just a bit of wall space and a desire for relaxation.