Electrolux

This article is about the home appliance manufacturer. For the separated professional appliance manufacturer, see Electrolux Professional.

Electrolux AB (Swedish: [ɛˈlɛ̂kːtrʊˌlɵks, ɛlɛktrʊˈlɵks]) is a Swedish multinational home appliance manufacturer, headquartered in Stockholm.^[4] It is consistently ranked the world's second largest appliance maker by units sold, after Whirlpool.^[5]

Electrolux AB

The Electrolux wordmark and logo, designed by Prophet in 2015, incorporates the Carlo Vivarelli-designed symbol from 1961.
Electrolux headquarters in Stockholm
Type	Publicly traded aktiebolag
Traded as	Nasdaq Stockholm: ELUX B
ISIN	SE0000103806^[1] SE0000103814^[2]
Industry	Home appliances
Founded	1919; 104 years ago (1919)
Headquarters	Stockholm, Sweden
Area served	Worldwide
Key people	Staffan Bohman (Chairman) Jonas Samuelson (President & CEO)
Products	Major appliances and small appliances
Brands	AEG, Electrolux, Electrolux Grand Cuisine, Electrolux Professional, Eureka, Frigidaire, Molteni, Westinghouse, Zanussi.
Revenue	134.880 billion kr (2022)^[3]
Operating income	–215 million kr (2022)^[3]
Net income	–1.320 billion kr (2022)^[3]
Total assets	127.102 billion kr (2022)^[3]
Total equity	16.449 billion kr (2022)^[3]
Owner	Investor AB (16.4%; 28.4% votes)^[3]
Number of employees	51,000 (2022)^[3]
Website	www.electrolux.com www.electroluxgroup.com

Logo and wordmark (1961–2015).

Electrolux products sell under a variety of brand names (including its own), and are primarily major appliances and vacuum cleaners intended for home consumer use.^[6] Electrolux has a primary listing on the Stockholm Stock Exchange and is a constituent of the OMX Stockholm 30 index.

History

 

The Autoluxlamp, a kerosene lamp manufactured by Lux and used in railway stations around the world in the early 20th century.

The company originates from a merger of two companies—Lux AB and Svenska Elektron AB, the former an established manufacturer and the latter a younger company founded by a former vacuum salesman who had also been an employee of the former firm.^[7] The origins of Electrolux are closely tied to the vacuum, but today it also makes major appliances.

 

Vacuum cleaner designed by Lurelle Guild ca. 1937 Brooklyn Museum

Electrolux made an initial public offering on the London Stock Exchange in 1928 (it was delisted in 2010)^[8] and another on the Stockholm Stock Exchange in 1930.^[9][10]

As of 2010^[update] its shares trade on the NASDAQ OMX Nordic Market and over-the-counter.^[11] Electrolux is an OMX Nordic 40 constituent stock.

Sales company to major manufacturer

In 1919, a Svenska Elektron AB acquisition,^[7] Elektromekaniska AB, became Elektrolux^[12] (the spelling was changed to Electrolux in 1957).^[13] It initially sold Lux branded vacuum cleaners in several European countries.^[12]

In 1923, the company acquired AB Arctic and subsequently added absorption refrigerators to its product line.^[14][9] Other appliances soon followed, including washing machines in 1951,^[15] dishwashers in 1959,^[15] and food service equipment in 1962.^[16]

Mergers and acquisitions

The company has often and regularly expanded through mergers and acquisitions.

While Electrolux had bought several companies before the 1960s, that decade saw the beginnings of a new wave of M&A activity. The company bought ElektroHelios, Norwegian Elektra, Danish Atlas, Finnish Slev, and Flymo, et al., in the nine years from 1960 to 1969.^[16] It sold its American subsidiary to Consolidated Foods and exited the American market in 1968, only returning in 1974 when Electrolux acquired Eureka-Williams from National Union, one of the oldest names in the vacuum cleaner industry. Electrolux sold its vacuum cleaners using the Eureka brand name in North America until 2004.^[17]

This style of growth continued through the 1990s, seeing Electrolux purchase scores^[18] of companies including, for a time, Husqvarna.^[18][19]

Hans Werthén [sv], President and later chairman of the board, led the strategic core of an increasingly decentralized Electrolux—and was instrumental to its rapid growth.

While attempts to cut costs, centralise administration, and wring out economies of scale from Electrolux's operations were made in the 1960s and 1970s^[16][18] with the focus so firmly on growth,^[18] further company-wide restructuring efforts only began in the late 1990s.^[20]

2000 to present

In North America, the Electrolux name was long used by vacuum cleaner manufacturer Aerus LLC, originally established to sell Swedish Electrolux products. In 2000, Aerus transferred trademark rights back to the Electrolux Group, and ceased using the Electrolux name in 2004.^[21]

Conversely, Electrolux-made vacuums carried the Eureka brand name, which Electrolux continued to use while also selling Electrolux branded vacuums after 2000. Electrolux USA customer service maintains a database of Electrolux made vacuums and provides a link to Aerus's website for the convenience of owners of Electrolux branded Aerus vacuums.^[22]

Keith McLoughlin took over as president and CEO on January 1, 2011, and became the company's first non Swedish chief executive.

In August 2011, Electrolux acquired from Sigdo Koppers the Chilean appliance manufacturer CTI obtaining several brands with the purchase including: Fensa, Gafa, Mademsa and Somela.^[23]

On February 6, 2017, Electrolux announced that it had agreed to acquire Anova Applied Electronics, Inc.,^[24] the U.S.-based provider of the Anova Precision Cooker.^[25][26]

On March 23, 2020, Electrolux completed the spin-off of its professional division, which the separated company incorporated as Electrolux Professional AB.^[27]

In September 2023, it was announced Electrolux has sold its refrigerator manufacturing facility in Nyíregyháza to the Malmö-headquartered heat pump systems and technology company, Qvantum for €38 million.^[28]

Notable products

 

Electrolux Assistent, 1940.

• 1919: The Lux vacuum is the first product Electrolux sells.
• 1925: D, Electrolux's first refrigerator, is an absorption model.^[9]
• 1937: Electrolux model 30 vacuum is unveiled.
• 1940: Assistent (Swedish for assistant), the company's only wartime consumer product,^[10] is a mixer^[29]/food processor.^[30]
• 1941: Charlton Automatic rifle Electrolux SMLE Model Lee–Enfield A replacement of the bren gun for the home guard soldiers, made from out-of-service Lee-Enfields. New Zealander Philip Charlton, a car mechanic, designed the gun in Australia. Only 2 were ever made.^[31]
• 1951: W 20, Electrolux's first home washing machine, is manufactured in Gothenburg, Sweden.^[10]
• 1959: D 10, the company's first dishwasher, is a counter top model nicknamed "round jar".^[15]
• 2001: Launch of the Electrolux Trilobite, a robotic vacuum cleaner.^[32]

Brands

 

An Electrolux canister vacuum cleaner

Electrolux sells under a wide variety of brand names worldwide. Most of them were acquired through mergers and acquisitions and only do business in a single country or geographic area. The following is an incomplete list.

Americas

• Anova Applied Electronics, Inc.,^[24] provider of the Anova Precision Cooker^[25][26]
• Electrolux ICON, premium consumer appliance brand sold in the US^[33]
• Eureka, American consumer vacuum cleaner brand, Sold to Midea, China in 2016^[34]
• Fensa, Chilean consumer appliance brand, widely available in Latin America.
• Frigidaire, major appliance manufacturer.
• Gafa, Argentinean appliance manufacturer.
• Gibson, refrigerator and air conditioning manufacturer^[35]
• Mademsa, Chilean home appliance brand
• Philco, former U.S. consumer electronics and appliance manufacturer for appliances, though brand name is also used separately for electronics by Philips
• Sanitaire, commercial product division of Eureka
• Somela, Chilean home appliance brand, available throughout Latin America^[36]
• Tappan, former U.S. appliance manufacturer
• White-Westinghouse, former U.S. appliance manufacturer

Europe

• Arthur Martin
• AEG
• Atlas (Denmark)^[37]
• Corberó (Spain)
• Dometic, appliances for recreational camper and caravan vehicles, also uses the Electrolux logo. Based in Sweden and owned by Dometic Group
• Elektro Helios, manufacturer of consumer appliances for the Swedish market^[38]
• Faure, French consumer appliance maker^[39]
• Lehel, consumer appliance brand sold in Hungary and elsewhere. Acquired in 1991, the brand has not been in use since 1999.
• Marynen/Marijnen, consumer product brand sold in the Netherlands^[40]
• Parkinson Cowan, cooking appliances (United Kingdom)
• Progress, vacuum cleaner brand sold throughout Europe^[41]
• REX-Electrolux, Italian appliance manufacturer^[42]
• Rosenlew, Finnish consumer product brand sold in Nordic countries^[43]
• Samus, Romanian producer of cooking stoves headquartered in Satu Mare^[44]
• Voss, premium consumer cooking appliance and equipment supplier in Denmark and elsewhere^[45]
• Zanker, consumer kitchen appliance brand sold in central Europe^[46]
• Zanussi, Italian appliance manufacturer that became part of Electrolux in 1984 ^[47]
• Zanussi Professional, professional kitchen equipment manufacturer^[48]
• Zoppas, consumer products brand sold in Italy^[49]

Oceania

• Dishlex, a dishwasher brand sold in Australia (discontinued in August 2021)^[50]
• Kelvinator, an air conditioning and fridge freezer brand sold in Australia, India and elsewhere^[51]
• Simpson, previously sold Kitchen and laundry appliances, now they only sell laundry appliances. They are a brand sold in Australia and New Zealand. (discontinued in July 2022) ^[52]
• Westinghouse, a kitchen and laundry appliance brand in Australia licensed from Westinghouse Electric Corp to Electrolux Home Products Pty Ltd.^[53]

Middle East

• King, Israeli kitchen appliance brand made by REX-Electrolux, an Italian Electrolux subsidiary.^{[citation needed]}
• Olympic Group, home appliance brand in Egypt

Global/other

• Arthur Martin-Electrolux
• Beam, Electrolux's central vacuum brand^[54]
• Castor
• Chef
• Dito, professional food processing equipment^[55]
• Electrolux Laundry Systems
• Electrolux Professional
• Frigidaire, full range major appliance brand sold globally^[56]
• Juno-Electrolux, premium consumer kitchen appliance brand^[57]
• Molteni, professional stoves^[58]
• Tornado, vacuum cleaners and other consumer products^[59]
• Therma
• Tricity Bendix
• Volta, vacuum cleaner brand sold in Australia, Sweden and elsewhere^[60]
• Wascator, now under Electrolux Laundry Systems

Note: This list does not include brands such as Kenmore, IKEA and John Lewis, which may sell Electrolux produced appliances but are not owned by or affiliated with Electrolux, as Electrolux acts as an OEM for these brands.

Slogan

The company's international slogan is "Shape living for the better". In the past it was "Thinking of you".^[61]

In the 1960s the company successfully marketed vacuums in the United Kingdom with the slogan "Nothing sucks like an Electrolux".^[62] In the United States, it was frequently assumed that using this slogan was a brand blunder. In fact, the informal American meaning of the word sucks was already well known at the time in the United Kingdom, and the company hoped the slogan, with its possible double entendre, would gain attention.^[63]

In Indonesia, the Electrolux previous slogan was "Kalau saja semua seawet Electrolux" (English: If only all are as durable as Electrolux).^{[citation needed]}

See also

•  Companies portal

• Constructor Group AS, a former Electrolux subsidiary not involved in major appliance manufacture

References

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62. • Nothing sucks like an ad myth |adland.tv
    • Game over, here are the Ad Trivia Quiz answers |adland.tv
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External links

•   Media related to Electrolux (company) at Wikimedia Commons
• Official website
• Official group website
• Official group website North Macedonia
• by Charles Richard Lester
• Macedonia Electrolux - The Beginning, and the Early Years by Dimche Palenzo Electrolux