United Kingdom Newsroom

Electrolux launches new CIH Partner Program as it continues its focus on independent retailers

Electrolux Group has launched its CIH Partner Program; a simple, effective and rewarding structure which invites independent retailers, that are members of Euronics, to partner with the brand for innovation, sustainability and growth.  

With significant investment and focus on the brand’s independent electrical retail channel in recent years, members of the CIH Partner Program will be supported by enhanced rebate, display deals, promotional collateral and marketing plans to drive consumer engagement.  

The brand-new initiative rewards CIH Euronics (buying group members) with a generous rebate structure based on a series of set criteria. The Program includes three levels of partnership: Associate Partner, Partner and Partner Plus, depending on turnover figures and percentage of AEG Brand sales. Rewards are guaranteed for the year ahead once criteria is achieved, and the program is open to all CIH Euronics Members who meet the qualifying criteria. 

Michael White, Channel Manager – Electrical Retail Independents at Electrolux, said: “My primary focus when I joined the team in 2021 was to build and develop Electrolux’s offering for Independent Electrical Retailers. As a business, this is continuing to be a major focus of ours for 2023, which is why we are dedicating resources, time and investment by simplifying our commercial structures, significantly improving our operations and increasing the team size from three to six Regional Managers.  

“Our new CIH Partner Program is just one area of our development strategy for Independent Electrical Retailers. We know that this program will offer our partners surety on their rebate for the year ahead, rather than this just being a cliff edge target. Partners that qualify for this new CIH Partner Program will get priority access to training events and opportunities based both at Electrolux’s Head Office in Luton and on the road. We’re on a mission to demonstrate how much we value and cherish our Independent Retail Channel, and we will be following shortly with opportunities for our broader independent network and buying groups. It’s an exciting time here at Electrolux and I’m looking forward to welcoming retailers to the Program in the coming months.” 

The CIH Partner Program is just one of the ways that the leading electrical manufacturer is shifting its focus on independent retailers. The company has also recently resumed in-person training in its refurbished showroom with a dedicated retailer focused training manager, training many of the Electrolux’s Independents and its staff. Electrolux is also planning a roadshow of training opportunities this year, all available to its partners and key accounts. 

Tom Baxter, Owner, DB Domestics, commented: “We’re delighted to be joining the new CIH Electrolux Partner Program for Independent Electrical Retailers. The AEG and Zanussi Brands are an important part of our business, and the Partner Program enables us to continue driving growth, with the rewards being guaranteed for each year. The criteria is simple, and the benefits are fantastic, all helping us confidently recommend Electrolux Brands to our customers. We’re excited by the partnership and would encourage other Independents to get involved.” 

The Partner Program is open to CIH Euronics only, but Electrolux is currently building a bespoke program launching later in 2023 with a number of separate frameworks in place to support valued independents and buying groups.   

To find out more about the CIH Partner Program, and to get involved, email  UK.indies@electrolux.com.