Electrolux Group has officially unveiled its cutting-edge distribution and Experience Centre at the Port of Brisbane’s Port West industrial estate, marking a significant milestone as the first tenant to launch within Stage 2 of the precinct.Situated on a 4.22-hectare site in Lytton, the facility boasts a premium warehouse, a two-storey office, a dock office, a repairs workshop, a spacious truck apron, ample car parking, and a specially designed Experience Centre.
Electrolux is unveiling a striking new brand identity, inspired by the core values of Swedish culture—togetherness, practicality, a deep love and respect for nature, and a refined simplicity. At the heart of this transformation is the launch of its latest campaign, Tough Being Beautiful, which embodies these Swedish ideals through the lens of the award-winning SaphirMatt Hob.
Rolling out this month, the campaign will make its mark across multiple platforms, including television, social media, print, digital spaces, retail environments, and e-commerce, reaching audiences in key European markets and Australia.
“Tough Being Beautiful is more than just a campaign—it’s a powerful reflection of our Swedish heritage,” says Nikos Bartzoulianos, Electrolux Group Chief Marketing Officer. “While this campaign centers around the award-winning SaphirMatt Hob, its bold and stylish interpretation of our roots resonates with everyone who has Electrolux in their home. With a fresh, dynamic approach, this initiative not only cuts through in an unexpected way but also sets the stage for an exciting brand journey ahead.”
Electrolux Group grew by 5%. The Electrolux Group aims to address all stages of the value chain and has designed a strategy for profitable growth, driving sustainable innovation in the consumer experience. It also pursues increased efficiency through digitalization, automation, and modularization. Its core financial objectives include achieving an operating margin of at least 6% and a return on net assets exceeding 20% over the business cycle, with sales growth of at least 4% annually
Electrolux Group has set a goal of using 35% recycled plastic and steel in the products it manufactures by 2030.
The new target replaces the previous one, which focused only on recycled plastic, and expands its scope. The inclusion of steel increases the scope to over 40% of all materials purchased by the Group, approximately three times the scope of the previous target. In addition, the weight of recycled steel and plastic generated by the new target is almost double that of the previous target, which referred only to recycled plastic.The Group’s sustainability leadership has been recognized by the prestigious EcoVadis Gold rating , placing it as a sustainability leader in its industry and among the Top 5% of over 70,000 companies globally. The non-profit organization CDP also recognized Electrolux Group’s sustainability leadership with an A for its climate work.
After an evaluation of various alternatives, Electrolux Group has decided to retain its business in Egypt since the value is considered to be higher if it remains within the Group.
The business in Egypt includes sales and production of major appliances as well as water heaters and is profitable with well-established and strong brands.
“We have a successful business in Egypt and after evaluating different options, we concluded that it will create a higher value by continuing to be part of the Group”, says Yannick Fierling, President & CEO of Electrolux Group. “Our objectives going forward are to take advantage of the growing market in Egypt and increase our market share as well as to expand export from Egypt.”
The potential divestment of the Group’s business in Egypt was communicated as part of the announcement on July 20, 2023 to initiate preparations for divestment of certain assets. After today’s announcement, this divestment program is closed
Yannick Fierling, Electrolux’s newly installed president and CEO, offered a mixed outlook for the industry but expressed confidence in his company’s execution, brand recognition and product line following a return to U.S. profitability last quarter. Here are excerpts from his commentary.
First Impressions
“After having spent three months getting to know Electrolux Group and its stakeholders, I assumed the position as CEO on Jan. 1, 2025.
“Key takeaways from my initial time with Electrolux Group are the strength of our product offering and the clear identity of our Electrolux, AEG and Frigidaire brands. We really know our consumer, evidenced by the high online consumer star ratings for our products. It is essential to truly nurture the local strengths and what differentiates us in the market, while further leveraging our global scale to drive innovation and mix — all in a cost-efficient manner.
“In addition to offering great products that help consumers make more sustainable choices at home, we need to move even further to experiences by expanding our customized solutions throughout the consumer journey.”
Electrolux Group has signed a €200 million loan with the European Investment Bank (EIB) to support research, development and innovation (RDI) on more energy-efficient household appliances.
The financing will enable Electrolux Group to develop advanced appliances for food preparation, food preservation, fabric care, and dish care, while also enhancing digital technologies across all product platforms. This support will back the Group’s research aimed at improving performance, user-friendliness, and user experience, as well as reducing energy consumption and resource use for a variety of household goods.
Thanks to advanced technology, Electrolux have launched an air fryer that also steams – helping consumers to cook more sustainably and healthily in the home, whilst also saving them time. The Electrolux 800/AEG 8000/Ultimate Taste 700 Steam Air Fryer has four features:
▪ Air frying
▪ Steaming
▪ Air frying and steaming (combi)- the best of both worlds!
▪ Dehydrating
It is currently available in European markets, as well as Taiwan, Thailand, Korea and China. It will be available in Malaysia, Singapore, and Middle East and Northern and Central Africa later this year. The product will be rolled out in more markets next year.
Electrolux is facing significant financial challenges. The company’s total borrowing of SEK 40 billion is too high relative to its earnings, leading to concerns about small margins and high interest costs¹. If the market does not improve quickly, there is a substantial risk that Electrolux will need to carry out a new share issue. This could result in significant dilution for existing shareholders, as the company’s market capitalization is nearly equal to its net debt.
The latest range of tumble dryers from our Electrolux and AEG brands have become the first in the industry to earn the new Woolmark Wool Care Green certification from global wool care experts The Woolmark Company. The new certification ensures the highest care for wool together with lower energy consumption.
Woolmark already certified Electrolux and AEG products for wool washing and wool drying cycles for hand washable and machine washable wool garments, and now certain tumble dryer models in our new ranges in Europe and upcoming ranges in Asia Pacific (spring 2025) have taken the top Wool Care Green honors.
WHITEGOODSNOW 