A clear consumer focus sets us apart

Branded Star Products with Preferred Partners

The Group has three main brands in AEG, Electrolux and Frigidaire that are all well-established. To maximize the contribution from these brands, the company focuses on selected, high-margin products/categories and seeks partnerships with preferred trade partners.

Why is this important?

Today’s consumers conduct thorough research before taking a purchasing decision, primarily on the web. It is therefore increasingly important to target key products and categories that appeal to distinct consumer groups for each of our brands. Strong brands drive profitable growth through sales of products at higher prices. It has also shown that strong brands have sales 1.3 times higher than for average brands1).

Electrolux strengths

  • Three main brands – Electrolux, AEG and Frigidaire – represent 80% of total Group gross profit and receive the vast majority of investments in marketing, design and R&D.
  • High brand awareness built on a 100-year track record of relevant innovations.
  • Close cooperation with carefully selected partners delivers a focused and relevant offering to consumers.

1) Prophet Brand Relevance Index 2017 – 10 year CAGR of most relevant brands vs. S&P 500 Average.

A portfolio of well-established brands with a clear focus