Business area North America is investing in cost efficiency through automation and modularization in the fridge/freezer and cooking segments, which account for around two-thirds of the business area’s sales. These investments also ensure high-quality products and reduce time to market, which are both key to driving profitable growth. The well-established Frigidaire brand accounts for the majority of sales and the business area has strong aftermarket capabilities.

Market and Position

  • Mature, homogenous market with high product penetration dominated by replacement products.
  • Large homes allowing many household appliances, including large appliances.
  • Several domestic and global manufacturers.
  • In 2020, Electrolux had around 12% volume market share in core appliances, predominantly under the Frigidaire brand.
Strategic focus Actions and execution
Creating a sharpened and outstanding consumer experience innovation under the Frigidaire and Electrolux brands
  • Increased sales under the more premium brand Frigidaire Gallery resulting in improved mix in 2020. The successful launch of Frigidaire Gallery AirFry contributed with strong sales growth and market share gains.​
  • +60% SKU reduction since 2017.​
  • 2020 winner in five categories by Reviewed.com.
Continue to strengthen go to market capabilities in a changing retail landscape
  • Strengthened position with key retail partners in recent years. ​
  • The Home Depot Innovation partner of the year in 2020.
Growing the aftermarket position​
  • Increased water filter aftermarket sales by ~50% in 2020 with improved gross profit. Link to case
  • ~50% growth 2020 in service contracts y-o-y.
Improve cost-efficiency competitiveness
  • Investment in the new refrigerator/freezer plant in Anderson. Modularized product platforms with approximately, +25pts in automation level.
  • Investment in the new cooking facility in Springfield. Modularized product platforms  with approximately, +20pts in automation level.

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