Case story ~ care

Leveraging global presence to drive profitable growth

Electrolux has drawn on product modularization and consumer-relevant innovation to leverage its global resources and deliver better tailored laundry products to different markets.


  • +400% in operating income in Europe for laundry products 2014 - 2019
  • Profitability step change for laundry products in North America 2016 -2017, with continued positive development
  • Positioned Electrolux laundry products in Southeast Asia

Global modularization

Electrolux has a strong position in front-load washing machines on several markets, which is the largest global laundry category. In recent years, Electrolux has transformed its laundry offering to deliver profitable growth by leveraging global modularized product architectures and driving innovation that really matters to consumers.

This journey began in Europe in 2014 before the same process and key innovations were rolled out in Asia-Pacific in 2015 and in North America in 2016.

Since the respective roll-out, contribution to operating income from laundry products has increased by over 400% in Europe and North America made a step change between 2016 and 2017 and has since continued its profitable growth path. In Southeast Asia Electrolux has established a solid market position in several regions.

Responding better to regional demands

Rolling out modularized products around the world has leveraged the company’s global presence and economies of scale. This has enabled Electrolux to pool together and draw on its global resources such as R&D and purchasing.

Building on modular platforms for the comprehensive Electrolux range of front-load washing machines has also accelerated product innovation. This allows the delivery of competitively priced, high-quality products adapted to meet regional demands for both mass and premium segments in different markets around the world.