Electrolux launches pioneering innovation in the bagless vacuum cleaner category

Premium bagless vacuum cleaners is a large and fast-growing segment in Europe and other markets. Electrolux now launches the UltraCaptic, a new innovative bagless vacuum cleaner which addresses the main consumer concern in this category: How to empty the container without releasing a cloud of dust.

The number of bagless vacuum cleaners sold in Europe is almost as large as the number of machines with a dust bag. The premium bagless category grew by close to 10% in 2012. For Electrolux, however, it is a relatively smaller category.

“As a global market leader in vacuum cleaners, we of course want to meet the needs of all consumers. With this product which addresses a main concern with bagless cleaners we believe Electrolux has a good opportunity to increase its share of this market segment,” said Henrik Bergström, head of Electrolux Small Appliances.

Electrolux research shows that most consumers are happy with their bagless cleaners except when it comes to emptying them. Most shake out the container; sending clouds of dust back into the room, and reach into the container to pull out tangles of hair and other materials.

With Electrolux solution “Compact & Go” which is launched on the new UltraCaptic premium bagless series, users simply pull a handle to compact the dust into a dust cake and pull the container off of the vacuum. Then they release the quick-release latch for a controlled emptying of the compacted dust-cake into the bin.

“A consumer preference test showed that 9 out of 10 consumers prefer this solution,” Bergström said. “We think we have found a very strong and robust solution to this problem.”

The UltraCaptic will be launched in 22 countries in Europe during 2013, starting with Russia and France, which are large bagless markets.

On Electrolux Small Appliances business sector

Electrolux Small Appliances sells more than 19 million vacuum cleaners and small appliances annually in 150 markets worldwide. The sector has a yearly turnover of over 9 billion SEK, a team of some 2,500 employees, and is organized in four regions: North America, Latin America, Europe, the Middle East and Africa (APMEA and Asia Pacific.. In addition to the Electrolux master brand, the sector has many strong brands in its portfolio including AEG, Eureka, BEAM, Zanussi, Tornado, Progress and Volta.

Electrolux is one of the world’s largest producers of vacuum cleaners. The vacuum cleaner line-up includes canisters, uprights, sticks, hand-helds, central vac solutions, and high-pressure washers. The small domestic appliances line-up includes coffee machines, espresso makers, coffee grinders, irons, toasters, grills, bread makers, kettles, food processors, mixers, curling irons, and more

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