Shining the spotlight on Electrolux Group Chile with GM Martin Bize

Martin Bize joined Electrolux Group six months ago as General Manager of our Chilean market. In this interview, he tells how our four brands in Chile — Electrolux, Fensa, Mademsa and Somela — are deeply entrenched in the culture and how his team works to deliver exceptional products and services to Chilean consumers.

Hi Martin. Tell us what brought you to the role of General Manager for Electrolux Group Chile?

My passion for the electronics market began early in my career and has only grown stronger over the years. As I gained more experience and insight into the industry, I realized that finding an organization that not only shared my passion but also embodied a sense of purpose and responsibility was essential. That's why I chose to join Electrolux Group — a company that is committed to sustainability, innovation, and meeting the challenges of the future head-on. I am thrilled to be a part of a team that not only delivers exceptional products and services but also recognizes the importance of making a positive impact on the world.

How have your first six months been?

Since joining, I have witnessed the resilience and dedication of our team, even amid the market’s adversities. Their level of professionalism, commitment and team spirit has been remarkable. As we face ongoing challenges, I am confident that together, we can overcome them and continue to achieve great things.

What are your plans for the rest of 2023?

Under the motto “Efficiency to Performance and Trust to Transform,” in the first quarter of this year, we developed a healthy path toward positive turnover for Chile based on four pillars:

1.  Attracting and retaining top talent and creating an even better workplace.
2.  Optimizing our product mix and driving our Small Domestic Appliance business to the next step.
3.  Developing our Direct to Consumer channel and exploring niche categories with high potential.
4.  Implementing special projects to further improve our financial performance.

Which brands do we have in Chile?

Chile is an important market for Electrolux Group, and we take great pride in our presence here. Our four brands — Electrolux, Fensa, Mademsa and Somela — cater to a wide range of consumers with varying needs and budgets. Our premium brands, Electrolux and Fensa, are highly regarded for their quality, innovation and design, and are trusted by consumers who demand the best. On the other hand, Mademsa and Somela are our mass market brands, offering affordable and reliable home appliances to a wider consumer base. Our brands are deeply entrenched in Chilean culture, and we strive to maintain their reputation by delivering exceptional products and services.

What products are most popular with the consumer?

Our market share in some categories is a testament to our commitment to quality and innovation, and we will continue to innovate and improve to maintain our position in the market. An example of this is the Mademsa cookers, the most popular among consumers, which in January 2023 reached 34.7% of the total cooker market in Chile.

What are the challenges and opportunities for success in your market and why?

The Chilean market is constantly evolving and requires businesses to adapt quickly to new trends and changing consumer demands. To succeed in such a competitive and complex market, companies must be agile, innovative and creative in their approach. We understand the challenges of this market and are constantly striving to stay ahead of the competition. Our commitment to innovation and sustainability allows us to offer high-quality products that meet the needs of today’s consumers while also aligning with the challenges of the future. By staying nimble and responsive to market trends, we are confident in our ability to succeed in this challenging environment.

Tell us about the consumers in your market.  What are the trends and how can we deliver?

Chilean consumers are very demanding, and we understand the importance of offering innovative and high-quality products that align with their needs. We have implemented various omnichannel programs and better experiences that enable us to approach consumers in new ways. With the biggest network of 32 consumer services and 19 of our own stores spread throughout Chile, we ensure that our products are accessible to all and our customers receive the best possible experience.

Tell us something we don’t know about Chile.

Our brand Mademsa has a rich heritage. It has withstood the test of time and holds a special place in Chile's cultural history. Established in 1937, Mademsa has been producing home appliances for 86 years to date. Despite being an old brand in Chile, it has remained at the forefront of innovation and has always kept pace with changing market trends, earning the trust and loyalty of generations of Chilean consumers. Today, as part of the Electrolux Group, we are honored to carry on the Mademsa legacy of excellence and unwavering commitment to quality.

Facts about Electrolux Group Chile:

  • Net sales: 2 billion SEK
  • Employees: 1,300

More about Martin:

  • Based: Chile
  • Nationality: Chilean
  • Background: With over 22 years of professional experience in the technology, appliances and white goods industries, I have had the opportunity to serve as a General Manager and Commercial Director in both the Chilean and Latin American markets — working with several prominent companies such as Midea Carrier, TCL, Samsung, Huawei and Entel.
  • Passionate about: Music. It has been a big part of my life since I was young and it quickly became a passion of mine. I love how music can bring people together and create a sense of community.
  • What drives me: I've always been a firm believer in the importance of strong relationships, both in my personal and professional life. In the workplace, I'm driven by the desire to foster positive connections with my colleagues and build effective teams. I firmly believe that good relationships are key to achieving success, both individually and collectively.
  • My favorite thing about Chile: As someone who cherishes outdoor life, I find that Chile is an absolute paradise to explore, thanks to its stunning natural landscape. I consider myself incredibly fortunate to live in such a breathtakingly beautiful country that offers endless opportunities for adventure and exploration.