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Annual Report 2015

Annual Report 2015


Organic growth


Operating margin1)


Cash flow, SEK bn1)


Capital turnover-rate

1) Excluding costs of SEK 2 billion related to the not completed acquisition of GE Appliances.​

Solid growth in Europe ​
and North America

In 2015, Electrolux two largest markets, Western Europe and North America showed solid market growth.

 Jonas Samuelson
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 for Electrolux shareholders.

Mission - financial goals


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

Our strategy

Electrolux offering

Electrolux is a global leader in home appliances and appliances for professional use. We offer thoughtfully designed, innovative and sustainable solutions.

Business areas

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

Share of group sales
Kitchen 62%
Professional kitchen 3%
Laundry 16%
Professional laundry 2%
Small appliances 7%
Adjacent product categories 10%
  Share of group sales
Kitchen 62% 62
Professional kitchen 3% 3
Laundry 16% 16
Professional laundry 2% 2
Small appliances 7% 7
Adjacent product categories 10% 10
Share of group sales
Major Appliances Europe, Middle East and Africa 30%
Major Appliances North America 35%
Major Appliances Latin America 15%
Major Appliances Asia/Pacific 7%
Small Appliances 7%
Professional Products 5%
  Share of group sales
Major Appliances Europe, Middle East and Africa 30% 30%
Major Appliances North America 35% 35%
Major Appliances Latin America 15% 15%
Major Appliances Asia/Pacific 7% 7%
Small Appliances 7% 7%
Professional Products 5% 5%



Sustainability leadership is crucial to realizing the Group's strategy. Electrolux can grow profitably while simultaneously contributing to society by making smarter and more resource-efficient solutions accessible to an increasing number of people around the world. The Group’s sustainability priorities target nine main areas that combined will contribute to: Better solutions, Better operations and a Better society.


The global market for household appliances is growing. Meeting this demand without further impact on the environment requires more effective use of such resources as raw materials, water and energy.



Electrolux impact on the world starts at home. Efforts are constantly made to be more resource efficient and become a more safe and ethical company.


As a global company, Electrolux affects millions of people – customers, suppliers and local communities. Electrolux strives to create a positive impact by collaborating to meet local needs and promote improvements.