Electrolux Electrolux

Electrolux Electrolux

Electrolux is a leading global home appliance maker that has been shaping lives for the better for over 100 years. Electrolux reinvents taste, care and wellness experiences for millions, always striving to be at the forefront of sustainability in society through Electrolux solutions and operations.

Electrolux creates category extensions through licensing of the group's more than 70 brands. Electrolux's licensing program is firmly aligned with the core business and focuses on creating quality brand extensions for taste, care, well-being and sustainability. Globally licensed products include major appliances, laundry, kitchen accessories, lighting, solar panels, heating and cooling products, water and air purification systems and solar energy.

In 2020, Electrolux licensees partnered with major retailers around the world, resulting in successful cookware and kitchen accessories programs in Europe. Retail success in North America was driven by licensees providing both indoor and supplemental advertising placement in major mass retailers, electronics stores and home improvement stores.

Purpose of Electrolux

The future is determined by how we live our lives. That's why Electrolux strives to improve everyday life for millions of people and the world around us. It is embodied in everything we do. In every idea, every product, and every human interaction.

We believe that exceptional taste experiences should be easy for everyone. That there is always a better way to care for our clothes to keep them looking and feeling new for longer. That home should be a place of well-being, a place to take care of ourselves and our loved ones

To achieve success, Electrolux constantly reviews and refines ways of working with customers and partners.

Electrolux makes life better.

Mission of Electrolux Electrolux

Electrolux helps people cook delicious, healthy meals for friends and family. An oven that cooks evenly, or a cooktop with precise temperature control and high speed, can offer consumers and give them the confidence and skills to perform well.

Electrolux helps consumers take care of their clothes Electrolux provides solutions that allow consumers to put their favorite clothes in the washing machine and be completely confident in the result Electrolux helps consumers achieve a better home environment through floor care, air care and water care.

Create a better experience with Electrolux

Design solutions that elevate the everyday.

Experiences are the food that consumers put on their plates, the way they care for their clothes, the quality of the air they breathe or the water they drink. A better experience not only elevates users' daily lives, but also cares about society and the planet.

Electrolux sells laundry products in Europe under the Electrolux, AEG and Zanussi brands. In North America, the Frigidaire brand is used in mass market segments. In Asia and Latin America, products are mainly sold under the Electrolux brand.

Based on the group's many years of experience in the production of professional laundry products, Electrolux develops innovative solutions for washing machines and dryers for families.

Electrolux Electrolux

Electrolux is a leading global home appliance maker that has been shaping life for the better for over 100 years.

We reinvent taste, care and well-being for millions, always striving to be at the forefront of sustainability in society through our solutions and operations.

In 2021, Electrolux had sales of SEK 126 billion and employed 52,000 people worldwide. We are headquartered in Stockholm, Sweden and the Electrolux share (ELUXb) is listed on Nasdaq OMX Stockholm.

Under our brands, including Electrolux, AEG and Frigidaire, we sell approximately 60 million household products annually in more than 120 markets.

Electrolux offer

Electrolux products include refrigerators, freezers, ovens, stoves, hobs, hoods, microwave ovens, dishwashers, washing machines, tumble dryers, vacuum cleaners, air conditioners, air purifiers and small appliances.

business areas

The Electrolux Group is organized into four business areas.

Europe
North America
Latin America
Asia-Pacific, Middle East and Africa
For more information on sales distribution, geographically and by business area, see Electrolux for Investors.

group functions

Group functions include finance, legal affairs, customer experience organization (product and ownership experience innovation, R&D, sustainability, design and marketing), group operations (manufacturing, procurement, sourcing, supply chain and quality), IT, human resources and communications.

A business model for outstanding customer experience

To achieve our mission and drive profitable growth, Electrolux uses a business model focused on creating exceptional customer experiences. This is supported by a strong foundation of operational excellence and talent and teamwork, as well as three important transformational drivers.

Innovating branded experiences for profitable growth

Electrolux puts customers at the center of its ambitions to win the market and providing an outstanding customer experience is central to the group's business model. Here we outline our three areas of innovation to drive profitable growth while meeting the high demands of today's customers.

Innovation in taste, care and well-being means we need a steady stream of customer-related innovation under strong brands in key experience areas. We focus on having delicious food, taking great care of your clothes, and healthy well-being in your home.

Branded star products with preferred partners are about using core products that really deliver value in the market at key price points and with the right brands. And we need to bring them to market with preferred partners who can help us do that at a high level for the end user.

Incorporating ownership and quality experience is the third part. We want to give customers a great ownership experience through a smart, connected home ecosystem focused on peace of mind, responsiveness, inspiration and perfect results. It also creates opportunities for personal income streams from accessories, consumables, parts and services. Connecting is more than anything about building meaningful relationships with owners to help them get more products. This is how we create loyal repeat customers.

performance excellence

For the business model to work, we need to have an efficient operating structure. Another cornerstone of implementing our strategy is helping our people develop and making sure we have the right people in the right jobs. We're also actively working on optimizing feature collaboration and constantly discovering new and improved ways of working.

operational excellence

Operational excellence is a prerequisite for sustainable profitability. Electrolux leverages its global strength and scale to continuously increase efficiency and reduce its cost base. This includes integrating our value chain, assembly design, improved integration with our supplier base, and working on cost optimization and product re-engineering.

Our manufacturing focus is on efficiency and quality through modularization, automation and digital manufacturing. Increasingly, we are also focusing on creating a digitally integrated supply chain to ensure excellent service levels with short lead times. All this is done with absolute commitment to quality.

Talent, teamwork and continuous improvement

Employees from diverse backgrounds play a critical role in creating an innovative corporate culture that is essential to Electrolux's success and goals.

Teamwork is the way we work. This is to ensure that we have relevant goals that allow us to collaborate effectively, make clear choices and continuously improve our performance. This refers to roles and responsibilities in the organization, consideration of team diversity and learning opportunities.

Continuous improvement involves targeting costs and achieving a culture of consistently doing things better, at lower cost and higher value, using clear processes and objectives. With this constant goal of increasing efficiency and quality, Electrolux will deliver an outstanding customer experience.

Transformation drivers

Three transformational drivers are fundamental to how we adapt to markets and create exceptional customer experiences. These are the areas that are changing and redefining who we are and how we work.

Accelerating emerging markets

Over the next seven years, more than a billion people are expected to enter the middle class economy. In order to achieve growth in this emerging market, we must accelerate the development of both our value proposition and product offering by establishing a clear market position focused on urban mass premium consumers.

Digital transformation

Digital transformation is our journey to transform products, experiences and customer interactions in today's connected society. It's also about using digital tools to increase your own productivity.

Electrolux has selected five areas to focus on as part of its digital transformation.

Mobility and Internet access create both the need and the opportunity to engage with consumers in new ways in the Digital 360 Consumer Journey.
Consumers have more information and more choices than ever before. This offers the opportunity to engage with customers in a more targeted way, but delivering benefits through connected technology takes this to a whole new level.
As a business, we can benefit from using digital productivity tools to increase our efficiency in business planning, dealing with retail partners or suppliers, and in our industrial operations.
Modularization and digital manufacturing are driving improvements in how we design our factories, production flows, assemble and use automation.
A digital supply chain that uses digital tools for demand forecasting and supply planning represents a huge opportunity for Electrolux.

Sustainable development

Sustainability leadership is critical to realizing Electrolux's mission to deliver an outstanding customer experience. The Group's sustainability priorities focus on nine key areas that collectively contribute to: Better Solutions, Better Operations and Better Society.

Electrolux makes life better.