Brand
​and design

The Group focuses on eight strategic brands: AEG, Electrolux, Eureka, Frigidaire, Electrolux Grand Cuisine, Molteni, Westinghouse and Zanussi. Tradition and a strong focus on design and quality have ensured AEG a leading position in appliances in Germany, Austria and the Benelux countries. Electrolux is a leading brand in large parts of Europe and Latin America. In North America, Frigidaire is the Group’s brand for appliances in the mass-market segment. In addition to these strategic brands, there are a large number of smaller, regional and local brands. The aim is to further reduce the number of brands over time. 

Through a large number of launches of new, innovative appliances and small domestic appliances, such as vacuum cleaners, the Group has gradually strengthened its position in the global premium segment in recent years. Launches in 2015 included a complete range of new appliances under Frigidaire Professional in North America and a launch of a new range of appliances under the Westinghouse brand in Australia.

Close consumer dialog to strengthen the brand

Electrolux develops solutions to create contact with and engage consumers throughout the purchase and usage process. The aim is to establish an intimate dialog with consumers and strengthen the overall experience of the Electrolux offering. The Group’s “360º Consumer Experience” process focuses on consumers and on creating the best customer experience of Electrolux at different stages, from exploring various alternatives, visiting websites and choosing products at retailers to installing and using the products. Engaging and innovative marketing activities during the year included participation by Electrolux in the Taste Festival across Europe and the social media campaigns “Space to Breathe” promoting air cleaners and vacuum cleaners to prevent asthma among children, #ComidaÉArte, food is art in Brazil and #WhereiEat on instagram, highlighting food trends from around the world.

Consumer decisions regarding the purchase of household appliances are increasingly based on visits to various websites and blogs, and the use of social media. This means that the Group’s websites are some of the most important tools for convincing customers. Online sales are expected to increase significantly in pace with a growing number of internet users, driven particularly by consumers in Asia/Pacific and China. This evolution will impact how the appliance industry meets the new purchasing patterns of consumers in different markets.

Developing digital commerce to increase the Group's online sales is a key priority going forward. Online sales for Electrolux have increased in recent years.

Clear connection to professional cooking

The Group’s innovative and efficient solutions for professional users are often used to improve the technology and performance of consumer products. Some examples include the Electrolux steam ovens, washing machines with heat-pump technology, the semi-professional MyPro washing machine for smaller companies, new innovative small household appliances and the Electrolux Grand Cuisine brand, which offers professional food-service equipment for home use. A continuous dialog with professional chefs and the development of new solutions for restaurants and hotels across the globe have provided valuable insight that has been conveyed to other parts of the Group and further strengthens the Electrolux brand. Collaboration with professional users includes a partnership with the World Association of Chefs’ Societies (WorldChefs).

The distinct Scandinavian heritage plays a key role in shaping the Group’s design activities and in the development of new and sustainable appliances. Design is a central part of the Innovation Triangle, whereby close collaboration between design, R&D and marketing enables new products to reach the market at a faster pace and ensures that these products are preferred by more consumers.