Strategic overview

Strategic overview

Through profitable growth, innovative products, strong brands, operational excellence and dedicated employees, Electrolux will achieve its vision to be the best appliance company in the world.

Profitable growth

To outperform market growth and enhance profitability, the focus is on increasing the share of sales in emerging markets and strengthening the position in the Group’s core markets.

Acquisitions are an integrated part of the growth strategy. Focus is on the global premium segment,expanding in profitable high-growth product categories, developing service and aftermarket operations and reducing complexity and costs in manufacturing.

Electrolux Strategy


A key factor in the Electrolux consumer-oriented product-development process is the close collaboration between marketing, R&D and design, as is the transfer of know-how from the professional business to consumer products. Over a number of years, the Group has progressively increased investment in R&D.

Sustainability is a core element of the strategy, and sustainable innovation is one of the Group’s four prioritized areas for product development. At least one-third of the product-development spend is related to sustainability.

Over a number of years, Electrolux has gradually increased its investment into R&D. Sustainability is a core element of the Group’s strategy and sustainable innovation is a prioritized area for product development. At least one-third of the product development spend is related to sustainability.

Operational excellence

The Group’s manufacturing footprint is continuously adapted and operations are streamlined to increase productivity. Around 65% of the Group’s core appliances are currently manufactured in low-cost areas. Floorcare products, microwave ovens and small domestic appliances are largely sourced from low-cost areas. Global optimization of production and modularization releases resources for investment in product development, design and marketing. In addition, Electrolux implements programs to reduce overhead costs and capitalize on the Group’s global strength and scope.

People and leadership

An innovative corporate culture with dedicated employees from diverse backgrounds provides the right foundation to develop successful products for consumers across the globe. At the same time, it is important to contribute to sustainable development for current and future generations in a world that is evolving at an increasingly rapid pace. Employee passion for innovation, consumer insight and motivation to achieve results are what sets Electrolux apart. In addition, committed and talented managers play a decisive role in the successful implementation of the Electrolux strategy.

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To outperform market growth and further enhance profitability, Electrolux is implementing a number of strategic initiatives.

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The Electrolux process for consumer-driven product development enables accelerated development of products that are preferred by increasing numbers of consumers. The collaboration between marketing, R&D and design is a key factor.

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A growing middle class leads to increasing demand for products with innovative design under well-known, global brands. The launch of new, innovative consumer products in the premium segment is supported by a strong link...

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Operational excellence is a prerequisite for sustainable profitability. Electrolux is leveraging its global strength and scale to increase efficiency and lower the cost base.

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Dedicated employees and outstanding leaders play a crucial role in Electrolux achieving the Group's targets and vision.

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