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, 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 2021, Electrolux had around 11% 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. The successful launch of Frigidaire Gallery AirFry contributed with strong sales growth and market share gains.​
  • Product innovations with improved consumer benefits are being delivered during the most intense product launch period ever, largely driven by investments in the refrigerator/freezer and cooking segments.
  • +60% SKU reduction since 2017.​
  • Winner in three categories for the 2021 Best of Year Awards by
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​
  • Significant sales growth in installation of accessories in 2021 vs 2020.
  • Increased water filter aftermarket sales in recent year. Read more
Improve cost-efficiency competitiveness
  • Investment in the new refrigerator/freezer plant in Anderson. Modularized product platforms. Over +20 pts in automation level.
  • Investment in the new cooking facility in Springfield. Modularized product platforms. Approximately +20pts in automation level.
Reduction of the climate footprint
  • The new production facility in Anderson allows Electrolux to take yet another step towards the goal of being climate neutral across the whole value chain by 2050. Read more