Electrolux celebrated 100 years with largest product launch to date

Electrolux Home Products (EHP) celebrated its centenary with 200 staff and retail partners from Australia and New Zealand in February this year.

EHP Director of Sales, Michael Doyle confirmed over 70 new Electrolux-branded products would be released to the market across six key product categories – representing a first for the brand.

“We have never launched this many premium products in such a short period of time,” Doyle said. “You will see Electrolux at our strongest and proudest – along with the new portfolio of product is a fully integrated campaign which builds and amplifies through each of the key touchpoints and is also supported with in-store training and with new in-store displays.

Mike Putt (Electrolux), Terry Smart (JB Hi-Fi), Dan Arler (Electrolux) and Kay Spencer (Narta)

“This will be Electrolux at our very best as we celebrate 100 years and our Swedish heritage. We celebrate by launching new dark stainless steel appliances – a complete home offering aligned styling with ovens, cooktops, rangehoods, refrigerators and a new assortment of laundry products – a breadth of range never seen before under the Electrolux brand. More importantly, a range of products and features with the consumer experience top of mind at every touchpoint. We have designed a new range with Swedish thinking to make the experience in home more seamless – the consumer will see features that will make life simpler, flow better and more naturally.”

The event was attended by several Electrolux international executives including: Dan Arler – SVP Asia Pacific and Middle East and Africa (APAC and MEA), Frank Grueb – VP Marketing APAC and MEA and Lyndon Craig – Design Director APAC as well as senior executives from Narta, Harvey Norman, JB Hi-Fi, e&s, Winning Appliances, The Good Guys, Bing Lee, Retravision and Spartan Electrical.

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