Electrolux acquires market-leading BeefEater barbecue brand from Woodland Home Products

Electrolux acting MD Mike Putt and CFO Michael Earl.

Electrolux acting MD Mike Putt and CFO Michael Earl.

Electrolux Home Products has purchased the BeefEater brand of barbecues and outdoor lifestyle appliances from Woodland Home Products. Staff of both companies were informed this morning of this new addition to Electolux’s broad brand stable, which is effective 1 November 2014.

Mike Putt, Electrolux Home Product’s acting managing director, said this acquisition was part of a larger strategy to grow barbecues to a bigger part of Electrolux’s business. The company already has a range of high-end models marketed under its own brand but this move immediately provides it with a complete range of units, including kettles, compacts and built-in models.

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“BeefEater has been a well known and respected Australian barbecue brand for the past 30 years in both local and export markets,” Putt said. “We see the potential for substantial growth, especially with BeefEater’s significant presence in the portable compact sector of the local barbecue market complementing our strengths with integrated and high-end freestanding models.”

“From day one, Electrolux will work with the vendor, Woodland Home Products, to integrate the BeefEater business into our existing barbecue business.”

Electrolux has confirmed that chief financial officer Michael Earl will be directing the integration of the BeefEater business into the Electrolux operations. BeefEater is expected to be incorporated into Electrolux’s Mascot, south Sydney, head office. Woodland Home Products, which will continue to market the St George brand of cooking appliances is based in Chester Hill, in Sydney’s outer western suburbs.

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