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Annual Report 2014

Annual Report 2014


Operating margin


Capital turnover-rate


Return of net assets


Average growth

Increased results in challenging markets

2014 was a good year for Electrolux. In challenging markets, operating income increased by 18 percent to SEK 4.8 billion and the EBIT margin rose to 4.3 percent from 3.7 percent in 2013. 

 Keith McLoughlin
President and Chief Executive Officer

CEO statement

Our vision is to be the best appliance company in the world as measured by customers, employees and shareholders

The Electrolux vision


Electrolux financial goals contribute to maintaining and strengthening the Group’s leading, global position in the industry, and to generating a healthy total return to Electrolux shareholders.

Mission - financial goals


Our strategy is based on four pillars: Profitable growth, Innovation, Operational excellence and People and leadership

Our strategy

Our products

Kitchen 61% 61
Professional kitchen 3% 3
Laundry 16% 16
Professional laundry 2% 2
Small appliances 8% 8
Adjacent product categories 10% 10
Kitchen 61%
Professional kitchen 3%
Laundry 16%
Professional laundry 2%
Small appliances 8%
Adjacent product categories 10%

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.

The Electrolux offering

Business areas

Major Appliances: Europe, Middle East and Africa 31% 31
Major Appliances: North America 30% 30
Major Appliances: Latin America 18% 18
Major Appliances: Asia/Pacific 8% 8
Small Appliances 8% 8
Professional Products 5% 5
Major Appliances: Europe, Middle East and Africa 31%
Major Appliances: North America 30%
Major Appliances: Latin America 18%
Major Appliances: Asia/Pacific 8%
Small Appliances 8%
Professional Products 5%

The Group’s products are sold in more than 150 countries. The largest of these are in Europe and North America. Electrolux is expanding its presence in growth markets, such as Latin America, Africa, the Middle East and Asia.

Business areas



Sustainability leadership is crucial to realizing Electrolux strategy. The objective is to develop smarter, more accessible, resource-efficient solutions that meet people’s needs and improve their lives. Electrolux sustainability priorities target three areas.

Products, services 
and markets

to sustainably provide resource-efficient products and services that are accessible to more people around the world

People and 

to engage employees in continuausly improving operations for the safety of people, integrity of the company and the good of the environment

and society

to connect with stakeholders across the value chain and build trust to achieve successful sustainability outcomes