Switzerland remains one of Electrolux Group's strongest markets and is a key contributor to the success of the EMEA region. Peter Barandun, VP Commercial Area Switzerland — who this year celebrates 30 years at Electrolux Group — shares the key to the market’s success, consumer trends and future opportunities.
1. Hello Peter. What do you think is the secret behind Electrolux Switzerland's success?
Our success is based on a simple conviction: outstanding performance is created by people.
That is why we have invested for many years in our company culture, leadership and the development of our employees. We promote personal responsibility, entrepreneurial thinking and a culture of trust. This creates an exceptional level of commitment and motivation to perform.
This internal strength is complemented by a clear market strategy. With our Electrolux brand, we serve the mid- and high-end segments, while AEG serves as a tactical brand within our portfolio, allowing us to address clearly defined consumer needs and target audiences. Our products are aligned with the needs of the Swiss market. A good example is our new built-in range which we developed exclusively for the Swiss market in close collaboration with our product development teams and selected key customers.
Another important factor behind our success is the strong and valued relationships we have built with customers and partners over many years. Our distribution strategy is focused on specialist retail partners, helping us to deliver around 98% of ordered products the next day.
Service excellence is also a top priority for us. In customer service, we achieve a first-time resolution rate of approximately 95%, with a maximum waiting time of three days. As a result, we consistently achieve top scores in consumer satisfaction and service quality.
Many consumers tell us that they experience a high level of professionalism and reliability at every touchpoint with our brands. This trust is one of our most important competitive advantages.
2. Electrolux Switzerland is also the market leader in sales to real estate property developers, the so-called “project business.” Tell us about that.
More than 60% of homes in Switzerland are rental properties. Ownership is often held by professional real estate companies, banks, insurance companies, or institutional investors. In this environment, quality, reliability and long-term service capabilities are critical.
Companies selected as kitchen appliance suppliers for new construction projects usually secure not only the initial business but often two or more replacement cycles over several decades. We are especially proud of the fact that we have been the clear market leader in the project business in Switzerland for many years.
3. Which trends are currently shaping consumer behaviour?
Switzerland is one of the most demanding markets in Europe.
Consumers are paying more attention than ever to sustainability, energy efficiency and the lifespan of their appliances — while expectations regarding convenience, design, connectivity and intelligent features continue to rise. At the same time, consumers are willing to pay an appropriate price for genuine added value.
Repairability and durability are becoming increasingly important purchase criteria as part of the shift to conscious consumption. Many consumers prefer to invest in high-quality products that perform reliably for many years rather than choosing the cheapest option in the short term. And they expect spare parts to remain available for many years. They want appliances to be repaired rather than replaced whenever possible.
The product itself is no longer the only factor that matters. There is also a desire for a holistic brand experience. Advice, installation, service and long-term support are equally important.
It is precisely at the intersection of these trends that we see significant growth opportunities for Electrolux Switzerland. Thanks to our strong market position, our well-known brands and our highly committed team, we are ideally positioned to benefit.
4. Looking back on 30 years with Electrolux Switzerland, what are you most proud of?
I am not most proud of individual business figures or market shares, but of the people with whom I have had the privilege to share this journey.
Over the years, many professional contacts have evolved into genuine relationships. Having had the opportunity to work with so many dedicated colleagues, customers and partners is what I consider the greatest privilege of my career.
When I look back on the last 30 years today, what I feel most of all is gratitude.
5. What advice would you give to young leaders?
People always come first.
For me, leadership does not mean having all the answers. Leadership means providing direction, recognizing potential and creating an environment in which people can grow beyond what they thought possible.
Those who can listen, build trust, remain authentic and help others succeed will ultimately be more successful than those who focus solely on short-term results.
