Annual Report 2018

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Annual Review 2018

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Pure f9

Creating a new segment in cordless vacs  

Electrolux has been at the forefront of vacuum cleaning innovation for 100 years and continues to drive innovation where consumer experience is the key lever to drive competitive advantage. Cordless vacuum cleaners is the most important strategic growth category for the business area Home Care & Small Domestic Appliances. The market shift to cordless segment accelerated in 2018 and is growing at a rapid pace, especially in Asia but also in Europe.

With the Pure F9 targeting the premium market, Electrolux is creating a new segment in cordless vacuum cleaners as Pure F9 can fully replace the corded vacuum cleaner in order to provide ultimate surface cleaning freedom. Powerful battery technology and innovative design solutions provide consumers with a product that combines the performance of a traditional vacuum cleaner with the freedom of a stick vacuum and allows consumers to clean their homes on a single charge.

Innovation highlights built on consumer insight:

  • Cleaning performance same as corded vacuum cleaner.
  • Clean all types of surfaces thoroughly on a single charge.
  • Innovative design solutions.
  • Best-in-test in German magazine ETM Testmagazin and in Sweden M3 Sverige Prylsajt.

The Pure F9 significantly strengthens Electrolux position in a growing and profitable segment of the market.

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