Core markets
Western Europe
Electrolux priorities
Increased focus on the strongest product categories and brands, meaning Electrolux, AEG and Zanussi. Continued emphasis on innovation, often drawing inspiration from the Group’s professional expertise. Several examples of growing segments, such as built-in appliances and energy-efficient products. Greater priority assigned to small appliances.
Share of Group sales 2013 & Share of sales in the region 2013
Consumer brands
Electrolux market shares
17% core appliances
12% floor care
Leadership position with a strong recognition in the institutional/hotel segments for professional products.
Net sales
Net sales in Western Europe in 2013 have been impacted by the continued weak market demand particularly in core markets in Southern Europe.
North America
Electrolux priorities
Broadened product range and launch of new, innovative products. Growth by developing new customers and distribution channels. Continuation of effective marketing campaigns. Intensified focus on professional products and offering for global food chains.
Share of Group sales 2013 & Share of sales in the region 2013
Consumer brands
Electrolux market shares
23% major appliances
16% floor care
Historically strong presence in laundry equipment and a growing precense in the food service industry and in the chain business for professional products.
Net sales
Net sales in North America have been impacted by growth in the market, launches of new products and new distribution channels.
Australia, New Zealand and Japan
Electrolux priorities
Further strengthening of positions in Australia and New Zealand by launching new, innovative products with features such as high energy and water efficiency. Continued prioritization of compact, user-friendly and quiet household appliances in Japan and South Korea.
Share of Group sales 2013 & Share of sales in the region 2013
Consumer brands
Electrolux market shares in Australia
40% core appliances
9% floor-care
Historically strong position in both laundry equipment and food-service equipment for professional use.
Net sales
Australia is the Group’s main market in the region. In Japan, Electrolux is a relatively small player but has, in recent years, started to establish a rapidly growing business in small, compact vacuum cleaners.
Sources: World Bank and Electrolux estimates. StopSearchHereCEO Statement
In 2013 we continued to deliver above our growth target and delivered 4.5% in organic sales growth.
CEO Statement
I'm convinced that raising product efficiency for the growing middle class is where long-term shareholder value creation lies.
Our products
Electrolux is the only appliance manufacturer in the industry to offer complete solutions for both consumers and professionals. The focus is on innovative and energy-efficient products in the premium segments.
Sustainability
Achieving the Group's vision of sustainability leadership is crucial to realizing the business strategy. The objective is to develop smarter, more accessible, resource-efficient solutions that meet people's needs and improve their lives. Read the comprehensive sustainability performance review.
Awards & recognition
Financial Reporting
Net sales for the Electrolux Group in 2013 amounted to SEK 109,151m, as against SEK 109,994m in the previous year. The organic sales growth was 4.5%, while currencies had an impact of -5.3%.
