Electrolux Group CEO Yannick Fierling has commented on the company’s strategy in the floorcare, wellbeing and small appliance categories.
Electrolux separates its products into three portfolios – taste, care and wellbeing. Within the wellbeing category is vacuum cleaners, air conditioning equipment, water heaters as well as small domestic appliances and accessories – representing 9 per cent of company sales.
“I don’t think we have our fair value in terms of the wellbeing and vacuum cleaning category. I think we may have lost a little bit of this focus in the past and we want to recover this focus,” Fierling said during his recent visit to Australia.
“We are well known as a floorcare company because we invented the modern vacuum cleaner many many years ago and there would be a lot of parents and even grandparents that would have an Electrolux vacuum cleaner in their home.”
“I don’t think we have the fair share in terms of floorcare and we are heavily investing in these categories and currently putting in a lot of effort in order to get a fair share moving forward.”
“A vacuum cleaner is a completely different product to a washing machine or a refrigerator and we need to absolutely bring what consumers are expecting from us as Electrolux and as a vacuum cleaner company and brand,” he said.
When asked about a potential re-entry into the local small appliance category, he confirmed that there is analysis into this market.
“Our aim is to occupy the home of people and also the kitchen. We have great products that we manufacture here in Australia and certainly when you look at major domestic appliances, you think as well about small domestic appliances which complete the kitchen. This is something we are looking at for sure,” he said.
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