Growth markets
Africa, Middle East and Eastern Europe
Electrolux priorities
Increased focus on the strongest product categories and brands in Eastern Europe. Grow profitably in all product categories in parallel with growing prosperity in Africa. New product launches in the air-conditioner segment yield further growth opportunities in Europe, North Africa and the Middle East.
Share of Group sales 2013 & Share of sales in the region 2013
Consumer brands
Electrolux market shares in Eastern Europe
13% core appliances
13% floor care
Leadership position with a strong recognition in the institutional/hotel segments for professional products.
Net sales
Electrolux has a huge potential for growth in parallell with growing prosperity in Africa.
Latin America
Electrolux priorities
By developing the product range and cooperating closely with the market-leading retail chains, the Group can capitalize on opportunities as the purchasing power of households quickly increases. The emphasis is primarily on the upper-price segments. By investing further in production capacity and distribution, Electrolux can expand in several countries.
Share of Group sales 2013 & Share of sales in the region 2013
Consumer brands
Electrolux market shares
Leading positions in major appliances in Brazil, Chile and Argentina.
43% floor care Growing presence for Professional Products in the region.
Net sales
Net sales in Latin America have increased over the years due to a strong product offering, market growth and the acquisition of CTI in Chile in 2011.
Southeast Asia and China
Electrolux priorities
A rapidly growing middle class demands premium products. Major efforts to market a broad range of appliances targeting the Chinese premium segment, with functions adapted to this market. Focus on products for professional users in the laundry and food-service segments. Launch products in the rapidly growing market for compact vacuum cleaners and small domestic appliances.
Share of Group sales 2013 & Share of sales in the region 2013
Consumer brands
Electrolux market shares in Southeast Asia
4% core appliances
23% floor care
Reference player with strong recognition in the hotel segments for professional products.
Net sales
Electrolux sales in Southeast Asia and China are growing. The Group’s market-leading position in front-load washing machines has been leveraged to expand the business to kitchen appliances. In 2013 the Group’s biggest launch was made in China with new products for kitchen and laundry.
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%.
