• Consumer satisfaction, relevant innovations and distinct design are key for product leadership
  • Strong core brands with differentiated brand identities and modernized expressions
  • Market share gains reflect successful shift towards higher-value categories
  • Go-to-market strategy further developed to meet evolving consumer behavior

Electrolux Group is guided by its vision to be the home appliance industry leader in consumer satisfaction by delivering outstanding lifetime experiences with solutions that always get better. Consumer preference is a key strategic driver for the Group to achieve its targets. The aim is to grow organic sales by at least 4% per year on average over a business cycle. Main levers for organic growth are to strengthen the Group’s core brands, and focus on key markets, while expanding in its main channels and product categories.

 

Electrolux Group aims to further strengthen its well-established brands through product leadership, more sustainable products and solutions with clear and distinct brand identities. The consumer offering has its base in a differentiated product portfolio across the Group’s main brands Electrolux, AEG, and Frigidaire. Each brand is uniquely positioned with a clear segmentation and targeted value propositions, supporting mix improvements in prioritized categories. In 2025, brand identities and consumer targeting were further refined through comprehensive studies and mapping of the target audiences. In addition, strategic brand pillars were sharpened and visual identities modernized. Together, these efforts enable more relevant and consistent brand experiences across markets with the ambition to drive preference, value, and long-term growth. With disciplined investments in innovation, sustainability and digitalization, brand positioning has been further strengthened, resulting in improved price positioning and market shares across key markets and segments.

The Electrolux brand represents Scandinavian design and human-centric innovation built on more than a century of heritage. AEG stands for precision performance and engineering excellence, while Frigidaire embodies affordability, modernity and relevance for the North American consumer in the mass market segment. Through targeted marketing campaigns and updated brand expressions, all brands have in recent years been modernized to strengthen distinctiveness and emotional resonance. One notable momentum has been the repositioning of Frigidaire in North America over the past few years, supporting growth in the mass/premium and premium brands Frigidaire Gallery and Frigidaire Professional, which has driven a material increase in price positioning and a positive contribution to mix. In North America, the Electrolux Group has migrated toward higher-value categories across key segments with the Frigidaire brands in food preservation and food preparation, and with Electrolux in laundry.

Product leadership continues to be demonstrated through award-winning performance across regions. In North America, Electrolux Group in 2025 was recognized as partner of the year with a major customer — a testament to Electrolux Group’s strong position and partnership capabilities. In Europe, AEG secured seven StiWa (an independent German consumer testing organization) awards in the laundry category within 24 months, an industry-leading achievement underscoring AEG’s commitment to combining advanced engineering with real consumer needs. In Brazil, Electrolux ranked among the most preferred brands with Generation Z1), which illustrates the brand’s increasing relevance among younger consumer demographics, while maintaining a core plus to premium positioning.

In parallel with the focus on product leadership and strengthening of the brands, the Group is working actively with the go-to-market strategy and has gained additional floor space with existing key retailers while also expanding its presence in other distribution channels. The strategy is evolving in line with changing consumer behavior. Digital and direct-to-consumer channels are being expanded, connectivity across the ecosystem is being developed, and the aim is to strengthen the consumer journey across pre-purchase, purchase and post-purchase interaction. The strategic focus on consumer satisfaction, core plus and premium solutions and lifetime value creation is supported by data-driven personalization and AI-enabled engagement. Electrolux Group will continue to pursue expansion across channels and chosen product categories to support growth objectives.

Executing its strategy, Electrolux Group has gained momentum that is reflected in increased value market shares, a testament to its dedication to creating outstanding experiences for consumers. In North America, this indicates successful mix improvement and a strengthened price index. In Europe, it demonstrate good momentum in premium offerings and reinforces the effectiveness of a differentiated, consumer-centric and brand-led strategy.

Cases

Electrolux launched “Tough Being Beautiful” and “Wash Life Balance”, new ad campaigns that embrace Swedish values.

Electrolux Group continued to refine its brand portfolio and deepen its understanding of key consumer segments during 2025. The Electrolux brand introduced a distinctive new visual identity, underpinned by foundational Swedish values, including togetherness, practicality, respect for nature, and an emphasis on premium simplicity. In line with this strategic direction, Electrolux launched the “Tough Being Beautiful” advertising campaign, which reinforces these values and highlights the award-winning SaphirMatt® hob. Additionally, the “Wash Life Balance” campaign was launched to showcase Electrolux leadership in the care and laundry category, with a particular focus on the 900 series washing machine and tumble dryer. This campaign demonstrates how advanced technology reduces time spent on household tasks, thereby enabling consumers to allocate more time to personal pursuits and well-being. These initiatives represent measurable progress in brand positioning and consumer engagement for Electrolux.

AEG continues to lead in laundry innovation

AEG achieved a significant industry milestone by securing seven Stiftung Warentest (StiWa) awards in Germany within a 24-month period1, establishing a new standard of excellence in product performance and innovation. These achievements underscore our strategic focus on technological advancement and operational excellence, resulting in appliances that consistently demonstrate superior performance, enhanced energy efficiency, and optimal fabric care. Through the integration of innovative features and rigorous quality standards, 
we continue to deliver measurable benefits for consumers and reinforce our leadership position within the industry.

1) The following AEG products won Stifung Warentest (StiWa) awards in the categories for Washing machines and Tumble dryers between 2023 and 2025: LTR7A70260 (11/2024), L6FBG51470 (11/2023), TR9T75680 (09/2024), TROM75680 (09/2025), TR8T75789 (09/2025), TR8T70680 (09/2023) and LOWEF80690 (11/2023)

Direct-to-consumer – a strategic sales channel supporting organic growth and margin expansion

  • D2C is an established and evolving sales channel across regions spanning e-com webstores, marketplaces, social commerce and physical stores.
  • Targeted investments in digital marketing, brand presence, and consumer engagement drive continued channel expansion.
  • D2C enables the Group to build direct consumer interactions throughout the product lifetime.
  • By knowing the consumer, the Group can target relevant, personalized offerings and expand products and ecosystems through data driven insights, enhancing lifetime value and sales.
  • The D2C offering overlaps with and, to some extent complements, the total brand consumer offering, supporting product differentiation and exclusivity.

Sustainability highlights

  • Consumers globally consider energy efficiency, durability and reliability key brand attributes.
  • Social responsibility is a key expectation among consumers when it comes to premium brands
  • Customers are increasingly demanding. transparency on our climate strategy and social responsibility initiatives.