It spans 60,000-square meters and is considered one of the largest and most modern factories of its kind in Middle East and Africa. The new Electrolux cooker factory in Egypt has been officially opened, producing a new range of freestanding cookers that are designed to give Electrolux a competitive edge in the local and regional markets.
Located 50 km north-west of Cairo, the factory houses two production lines producing the new freestanding cookers – a range which offers innovative technology combined with elegant design and advanced safety features.
The products will be sold under four brands in Egypt and the Middle East region: Zanussi, Electrolux, Frigidaire and White Westinghouse. The factory has 400 employees.
Producing products to meet consumer needs
A successful campaign has been taking place across Egypt to promote the new product range – with a 360-degree mix of activities.
“The new Zanussi freestanding range has been very well accepted by our customers and consumers. They’re very impressed with the quality and design of the new products,” says Ahmed Mostafa, Electrolux head of the kitchen product line in Egypt.
“Our retail customers think that the new range very well matches consumer needs and is very competitive,” he adds. “Within the first two months of the launch we achieved considerable share in the retail channel.”
The factory was officially opened by Mounir Fakhry Abdel El Noor, Egypt’s Minister of Industry & Trade, and Ghada Wali, Minister of Social Solidarity, along with delegates from the Swedish Embassy in Egypt, and over 60 media representatives.
Electrolux in Egypt has sales of SEK 1.7 billion (USD 200 million) and manufactures washing machines, refrigerators, cookers and water heaters at 4 production sites. The Group has some 5,000 employees in Egypt.