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Annual Report 2015 Electrolux offering Electrolux 2015 CEO Statement Vision Mission Recognitions

Electrolux 2015 

In brief

  • Strong results for Major Appliances EMEA and Professional Products.
  • Weak demand in emerging markets impacted earnings.
  • The planned acquisition of GE Appliances was not completed.
  • Operating margin improved to 3.9% (3.2) excluding costs related to the not completed acquisition above.









Keith McLoughlin retired from Electrolux in January 2016. Jonas Samuelson was appointed new President and CEO of Electrolux as of February 1, 2016.

Business Areas

  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%
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%

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

Electrolux brand



In 2015, Electrolux introduced a new visual identity for the company brand. A visual identity is much more than a change of logo and color palette. It represents a new sense of Electrolux as a brand, what we, our products and our services stand for and how we want to be perceived. 

Sales by region

cash flow

Strong recovery for
​Major Appliances EMEA








Strong focus on the most profitable product categories
continued to improve the product mix. Operating income improved significantly as a result of product mix improvements, higher sales volumes and increased efficiency.

  11 12 13 14 15
Net sales 101598 109994 109151 112143 123511
Operating margin 3 3.6 1.4 3.2 2.2
Net sales and operating margin
Net sales
Operating margin

All business areas showed mix improvements during 2015 as a result of launches of new products and a strong focus on the most -profitable product categories. Price increases also contributed to the organic sales growth of 2.2%. 

Operating margin


Operating income declined and amounted to SEK 2,741m, corresponding to a margin of 2.2%. Major Appliances EMEA and Professional Products reported good development, while weak demand, particularly in emerging markets, had a negative impact on operating income. 

Operating income includes costs of SEK 2,059m related to the not completed acquisition of GE Appliances. Excluding these costs, the margin was 3.9% (3.2). 

Operating cash flow after investments improved to SEK 7,492m (6,631).


CO2 2020

Electrolux is cutting its climate footprint by 50% by 2020 relative to 2005 production levels. Approximately 25 million tonnes of CO2 equivalents will be cut in emissions deriving from product use, from production and transportation as well as from the use of greenhouse gases.





AEG – one of the Electrolux Group’s strategic brands – introduced a connected steam oven with the first ever integrated camera, giving consumers the tool to master cooking throug their mobile devices. 

Taste Festivals





In 2015, Electrolux sponsored and co-hosted Taste Festivals across Europe, the Middle East and Australia. The festivals are a chance for consumers to taste food, cook on the latest appliances and engage directly with some of the best chefs in the world.

Operating income





per share
*proposed by the board