In 2024, the Group had sales of approx. 59.8 billion SEK in Europe, Asia Pacific, Middle East & Africa, equivalent to 44 % of total Group sales. Main brands in the region are Electrolux and AEG. The Group had approx. 21,500 employees in the business area.
The business area operates sales of all the Group’s product categories mainly through electrical and kitchen retailers and direct to consumers in most countries in the region.
The five largest countries by sales are Germany, Australia, Switzerland, United Kingdom, and Italy. The business area’s headquarters is in Stockholm, Sweden.
Production of major appliances are located in Poland, Italy, Hungary, Romania, Germany, Ukraine, Egypt, Thailand, China and Australia.
| Europe, Asia Pacific, Middle East and Africa, key figures | ||
|---|---|---|
| SEKm | 2024 | 2023 |
| Net sales | 59,795 | 60,458 |
| Organic growth, % | 0,4 | –8,0 |
| Acquisitions, % | — | — |
| Divestments, % | –0,2 | –0,7 |
| Operating income | 1,332 | -1,141 |
| Operating margin, % | 2,2 | -1,9 |
| Operating margin excl. non-recurring items, % | 3,2 | 3,1 |
| Net assets | 9,210 | 9,254 |
| Return on net assets, % | 12,9 | -8,6 |
| Capital expenditure | 2,557 | 3,142 |
| Average number of employees | 21,507 | 24,097 |
Market characteristics & Electrolux Group position
Western Europe
- Western Europe is a fragmented market characterized by widely varying consumer needs between countries and many manufacturers, brands and retailers.
- The Electrolux Group is the second largest player with a value market share in core appliances of around 15% and leading position in the Nordics and Switzerland.
- The Group has strong positions in the targeted segments built-in kitchen and laundry.
Eastern Europe
- The penetration rate in Eastern Europe is still significantly lower than in Western Europe but a large market for replacement products is emerging.
- The market is mainly dominated by Western manufacturers.
- The Group holds a leading position with a value market share in core appliances of 17%.
Australia and New Zealand
- Market penetration is high, and demand is primarily driven by design and innovations as well as water and energy efficiency
- The Group holds a leading market position in Australia and New Zealand, especially in cooking.
Southeast Asia
- The market in Southeast Asia is characterized by strong growth with emerging economies, rapid urbanization and an expanding middle class.
- The Group holds strong market positions in targeted segments in Southeast Asia, especially in frontload washers.