This article is about the home appliance manufacturer. For the separated professional appliance manufacturer, see Electrolux Professional.
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Electrolux AB
The Electrolux wordmark and logo, designed by Prophet in 2015, incorporates the Carlo Vivarelli-designed symbol from 1961.
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.
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]
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 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.
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.
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.
Gibson, refrigerator and air conditioning manufacturer[34]
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
Dishlex, a budget friendly dishwasher brand sold in Australia (discontinued in August 2021)[49]
Kelvinator, an air conditioning and fridge freezer brand sold in Australia, India and elsewhere[50]
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) [51]
Westinghouse, a kitchen and laundry appliance brand in Australia licensed from Westinghouse Electric Corp to Electrolux Home Products Pty Ltd.[52]
Middle East
King, Israeli kitchen appliance brand made by REX-Electrolux, an Italian Electrolux subsidiary.[citation needed]
Tornado, vacuum cleaners and other consumer products[58]
Therma
Tricity Bendix
Volta, vacuum cleaner brand sold in Australia, Sweden and elsewhere[59]
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".[60]
In the 1960s the company successfully marketed vacuums in the United Kingdom with the slogan "Nothing sucks like an Electrolux".[61]
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.[62]
In Indonesia, the Electrolux previous slogan was "Kalau saja semua seawet Electrolux" (English: If only all are as durable as Electrolux).[citation needed]
^"Rosenlew". Brand. Electrolux Group. Archived from the original on 2010-10-12. Retrieved 2010-08-31.
^David Turnock, Edward Elgar, 2009, The Transition from Communism to the European Union: Restructuring Romanian Industry and Agriculture Since 1990, p. 141
