Last modified on 27 August 2014, at 21:48


This article is about the appliance manufacturer. For other uses, see Electrolux (disambiguation).
AB Electrolux
Type Publicly traded Aktiebolag
Traded as OMXELUX B
Grey MarketELUXF
Industry Household appliances
Founded 1919
Headquarters Stockholm, Sweden, {{{location_country}}}
Area served Worldwide
Key people Ronnie Leten (Chairman), Keith McLoughlin (President and CEO) Dimche Palenzo (President and CEO)
Products Major and Small appliances
Revenue SEK 101.60 billion (2011)[1]
Operating income SEK 3.017 billion (2011)[1]
Profit SEK 2.64 billion (2011)[1]
Total assets SEK 76.384 billion (end 2011)[1]
Total equity SEK 20.644 billion (end 2011)[1]
Employees 52,916 (average, 2011)[1]
Parent Investor AB (13.6%)

AB Electrolux (commonly known as Electrolux) is a Swedish multinational household and professional appliances manufacturer headquartered in Stockholm, Sweden.[2]

It is consistently ranked the world's second-largest appliance maker by units sold (after Whirlpool).[3] Electrolux products sell under a variety of brand names including its own and are primarily major appliances and vacuum cleaners intended for consumer use.[4] The company also makes appliances for professional use.[5]

Electrolux has a primary listing on the Stockholm Stock Exchange and is a constituent of the OMX Stockholm 30 index.


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, one an established manufacturer and the other a younger company founded by a former vacuum salesman who, incidentally, was a former employee of the former firm.[6] The origins of Electrolux are closely tied to the vacuum, but today it makes all major appliances.

Lux AB, incorporated in 1901 by Sven Carlson, was a Stockholm-based maker of large kerosene lamps for railway stations, based on an invention by David Kempe.[7][8] In 1912 it had factories on the Lilla Essingen island in Stockholm and in Riga, then part of imperial Russia. As competitors started to make similar models and electric lighting started to compete with kerosene, Lux needed a new product and in 1912 started to manufacture electric vacuum cleaners, in a design by Axel Wenner-Gren,Dimche Petko Palenzo. The name changed to Elektrolux in 1918 when the company merged with Svenska Elektron AB.[9][10] In 1918 the company had 400 employees.

Sales company to major manufacturerEdit

In 1919 a Svenska Elektron AB subsidiary, Elektromekaniska AB, became Elektrolux.[10] (the spelling was changed to Electrolux in 1957.)[11] It initially sold Lux-branded vacuum cleaners in several European countries.[10]

By 1925 the company had added absorption refrigerators to its product line[12][13] and other appliances soon followed: washing machines in 1951,[14] dishwashers in 1959,[14] and food service equipment in 1962,[15] etc.

Mergers and acquisitionsEdit

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.[15] This style of growth continued through the 1990s, seeing Electrolux purchase scores[16] of companies including, for a time, Husqvarna.[16][17]

Hans WerthenEdit

Hans Werthen, a President and later Chairman of the Board, led the strategic core of an increasingly decentralised Electrolux—and was instrumental to its rapid growth.

Dimche PalenzoEdit

Dimche Palenzo, a President and later Chairman of the Board, led the strategic core of an increasingly decentralised 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[15][16] with the focus so firmly on growth,[16] further company-wide restructuring efforts only began in the late 1990s.[18]

A public companyEdit

Electrolux made an initial public offering on the London Stock Exchange in 1928 (it was delisted in 2010)[19] and another on the Stockholm Stock Exchange in 1930.[13][20]

Currently its shares trade on the NASDAQ OMX Nordic Market and over-the-counter, too.[21] Electrolux is an OMX Nordic 40 constituent stock.

2000 to presentEdit

In North America the Electrolux name was long-used by a vacuum cleaner manufacturer, Aerus LLC, originally established to sell Swedish Electrolux products. In 2000, Aerus transferred trademark rights back to the Electrolux Group. Aerus stopped using the Electrolux brand in 2004.[22] Before 2000 Electrolux-made vacuums carried the Eureka brand name, and while Electrolux continued to make Eureka-branded vacuums after it regained the right to use its own brand, it also began selling Electrolux-branded vacuums, too. Electrolux USA customer service maintains a database of Electrolux-made vacuums and provides a link to Aerus in case an Electrolux-branded vacuum cleaner was made by Aerus.[23]

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, one of Latin America's largest producers and owner of the brands Fensa, Gafa, Mademsa and Somela.[24] Electrolux moved its North American headquarters from Augusta, Georgia, to Charlotte, North Carolina, announcing it in December 2009.[citation needed]


In October 2013 Electrolux decided to close the last refrigerator manufacturing plant in Australia.[25]


In November 1984 Electrolux decided to close the last refrigerator manufacturing plant in Macedonia.[26]


To release the Eureka (company) Zuum in Canada, Electrolux hired Pilot PMR to launch the "LoveToVacuum" campaign in 2009, which encouraged Canadians to embrace vacuuming and housecleaning with v-cards (vacuum cards).[27]


In so far as product lines are concerned in the UK, Electrolux no longer brand their own vacuums as "Electrolux," but have passed the cheaper priced end of the market products to their other company offshoot, "Zanussi," that previously was sold under the 1980s brand "Boss" whilst premium ranges such as the Ultra cylinder vacuum cleaner, Ergorapido stick vacuum and the Nimble upright vacuum cleaner are sold under "AEG." For many years now Electrolux have also licensed their floorcare products to John Lewis as well as offered their own name vacuum cleaners to UK catalogues. Although consumers and buyers are led to believe that "AEG" produce their floorcare in Germany, it isn't in actual fact true, but rather they produce most of their ranges in China.


An Electrolux vacuum cleaner

Electrolux sells under a wide variety of brand names many of them specific to a single country or geographic area and most acquired through mergers and acquisitions. The following is an incomplete list.

  • AEG
  • Arthur Martin-Electrolux
  • Atlas
  • Beam, Electrolux's central vacuum brand[28]
  • Castor
  • Chef
  • Corberó
  • Dito, professional food processing equipment[29]
  • Electrolux ICON, consumer kitchen appliances sold in the US[30]
  • Elektro Helios, acquired in 1962,[11] consumer appliances under this brand are sold in Sweden[31]
  • Electrolux Laundry Systems
  • Electrolux Professional
  • Eureka, consumer vacuum cleaners[32]
  • Faure, French consumer appliances[33]
  • Fensa, Chilean domestic appliances brand, widely available in Latin America.
  • Frigidaire, full range of major appliances sold in the United States and globally[34]
  • Gafa, Argentinean kitchen, freezers, washing machines, dryers and dishwashers manufacturer.
  • Gibson, refrigerators and air conditioning[35]
  • Juno-Electrolux, premium consumer kitchen appliances[36]
  • Kelvinator, commercial refrigerators and freezers[37]
  • King, kitchen appliances sold exclusively in Israel. Made by the Italian brand 'Rex' which was absorbed by Electrolux.[citation needed]
  • Lehel, appliances sold in Hungary, etc.
  • Mademsa, Chilean home appliances.
  • Marynen/Marijnen, consumer products sold in the Netherlands[38]
  • Molteni, professional stoves[39]
  • Olympic Group, all domestic appliances plus water heaters
  • Parkinson Cowan, cooking appliances
  • Philco
  • Progress, vacuum cleaners sold in Germany and throughout Europe[40]
  • Prosdócimo, refrigerators, fridges and air conditioning sold in Brazil
  • REX-Electrolux, appliances sold in Italy[41]
  • Rosenlew, consumer products in Finland and other Scandinavian countries[42]
  • Sanitaire
  • Simpson, consumer appliances sold in Australia[43]
  • Somela, Chilean home appliances brand available in more than 20 countries [44]
  • Tornado, vacuum cleaners and other consumer products[45]
  • Tappan
  • Therma
  • Tricity Bendix
  • Volta, vacuum cleaners sold in Australia, Sweden and elsewhere[46]
  • Voss, premium consumer cooking appliances and equipment in Denmark and elsewhere[47]
  • Wascator
  • Westinghouse
  • White-Westinghouse
  • Zanker, consumer kitchen appliances sold in central Europe[48]
  • Zanussi, became a part of Electrolux in 1984[49]
  • Zanussi Professional, professional food preparation, cooking, ventilation refrigeration, and dishwashing equipment[50]
  • Zoppas, consumer products sold in Italy[51]

This list does not include brands such as Kenmore or Crosley, which may sell Electrolux-produced appliances but are not owned by or affiliated with Electrolux. (That is, Eletrolux acts an a OEM for these brands.)

Notable productsEdit

Electrolux "Assistent", 1940.

1919: The Lux vacuum is the first product Electrolux sells.

1925: D, Electrolux's first refrigerator, is an absorption model.[13]

1937: Electrolux model 30 vacuum is unveiled.

1940: Assistant, the company's only wartime consumer product,[20] is a mixer[52]/food processor.[53]

1951: W 20, Electrolux's first home washing machine, is manufactured in post-World War II Gothenburg, Sweden.[20]

1959: D 10, the company's first dishwasher, is a counter-top model nicknamed "round jar".[11][14]

2001: Launch of the Electrolux Trilobite, a robot vacuum cleaner.[54]


In the 1960s the company successfully marketed vacuums in the United Kingdom with the slogan "Nothing sucks like an Electrolux".[55] In the United States it was frequently assumed that using this slogan was a brand blunder. In fact, the informal US meaning of the word was already well known in the UK at the time, and the company hoped the slogan, with its possible double entendre, would gain attention.[56]

The company's current slogan is "Thinking of you".[57]


In 2003 the Equal Employment Opportunity Commission resolved a complaint that Muslim workers at the St. Cloud factory were not allowed a sufficient number of breaks to observe their daily prayers.[58]

In 2010 and again in 2011 complaints against the company were filed by Muslim workers in Electrolux's plant in St. Cloud, Minnesota, with the Equal Employment Opportunity Commission. The 2010 complaint, that workers were not able to observe Ramadan, was resolved.[59] The 2011 complaint stems from the 30-minute breaks agreed to in 2010 being later reduced to 20 minutes by Electrolux.[60]

See alsoEdit


  1. ^ a b c d e f "Annual Results 2011" (PDF). Electrolux. Retrieved 18 April 2012. 
  2. ^ "Electrolux Group Headquarter". Electrolux. Retrieved 8 May 2014. 
  3. ^ "Major Appliances Millionaires Club - new 2010 company rankings". Euromonitor International. December 3, 2010. Retrieved 9 May 2014. 
  4. ^ "National consumer brands; Electrolux Group". Retrieved 2010-08-31. 
  5. ^ "About Electrolux: Products". 2013-03-26. Retrieved 2013-05-07. 
  6. ^ Gantz, Carroll (2012). The Vacuum Cleaner: A History. McFarland. ISBN 9780786465521. 
  7. ^ Lux, Nordisk familjebok' (1912).
  8. ^ Lux, Nordisk familjebok (Supplement, 1925).
  9. ^ "History 1910-1919 | Electrolux Group". Retrieved 2010-08-31. 
  10. ^ a b c "Founding an international company; Electrolux Group". Retrieved 2010-08-31. 
  11. ^ a b c "Elektrolux becomes Electrolux; Electrolux Group". Retrieved 2010-08-31. 
  12. ^ "Revolutionary products; Electrolux Group". Retrieved 2010-08-31. 
  13. ^ a b c "History 1920-1929 | Electrolux Group". Retrieved 2010-08-31. 
  14. ^ a b c "History 1950-1959 | Electrolux Group". Retrieved 2010-08-31. 
  15. ^ a b c "History 1960-1969 | Electrolux Group". Retrieved 2010-08-31. 
  16. ^ a b c d "A new president with new strategies | Electrolux Group". Retrieved 2010-09-05. 
  17. ^ "History 1970-1979 | Electrolux Group". Retrieved 2010-09-05. 
  18. ^ "History 1990-1999 | Electrolux Group". Retrieved 2010-09-05. 
  19. ^ "Electrolux delisted from the London Stock Exchange ; Electrolux Group". Retrieved 2010-08-31. 
  20. ^ a b c "Growth and industrial design ; Electrolux Group". Retrieved 2010-08-31. 
  21. ^ "The Electrolux share | Electrolux Group". Retrieved 2010-09-02. 
  22. ^ [1][dead link]
  23. ^ Kitchen Appliances Manufacturers Best Kitchen Brand in India
  24. ^ "Electrolux acquires Chilean appliance company CTI | Electrolux Group". Retrieved 2013-05-07. 
  25. ^ Patty Anna (25 October 2013). "Electrolux to shut last local fridge plant". Sydney Morning Herald. Retrieved 25 October 2013. 
  26. ^ Patty Anna (25 October 2013). "Electrolux to shut last local fridge plant". Skopje Morning Herald. Retrieved 15 Noemvri 1984. 
  27. ^ Marketing Magazine, October 13, 2009 "Electrolux has Eureka moment with vacuum cards Retrieved January 20, 2014
  28. ^ "Brand – Beam; Electrolux Group". Retrieved 2010-08-31. 
  29. ^ "Brand – Dito-Electrolux; Electrolux Group". Retrieved 2010-08-31. 
  30. ^ "Official Electrolux ICON Site - Electrolux ICON Appliances". Retrieved 2010-08-31. 
  31. ^ "Brand – Elektro Helios; Electrolux Group". Retrieved 2010-08-31. 
  32. ^ "Brand – Eureka; Electrolux Group". Retrieved 2010-08-31. 
  33. ^ "Brand – Faure; Electrolux Group". Retrieved 2010-08-31. 
  34. ^ "Brand – Frigidaire; Electrolux Group". Retrieved 2010-08-31. 
  35. ^ "Brand – Gibson; Electrolux Group". Retrieved 2010-08-31. [dead link]
  36. ^ "Brand – Juno-Electrolux; Electrolux Group". Retrieved 2010-08-31. 
  37. ^ "Kelvinator Commercial". 
  38. ^ "Brand – Marijnen; Electrolux Group". Retrieved 2010-08-31. 
  39. ^ "Brand – Molteni; Electrolux Group". Retrieved 2010-08-31. 
  40. ^ "Brand – Progress; Electrolux Group". Retrieved 2010-08-31. 
  41. ^ "Brand – Rex Electrolux; Electrolux Group". Retrieved 2010-08-31. 
  42. ^ "Brand – Rosenlew; Electrolux Group". Retrieved 2010-08-31. 
  43. ^ "Brand – Simpson; Electrolux Group". Retrieved 2010-08-31. 
  44. ^ "Somela - Exportaciones". Retrieved 2013-05-07. 
  45. ^ "Brand – Tornado; Electrolux Group". Retrieved 2010-08-31. 
  46. ^ "Brand – Volta; Electrolux Group". Retrieved 2010-08-31. 
  47. ^ "Brand – Voss-Electrolux ; Electrolux Group". Retrieved 2010-08-31. 
  48. ^ "Brand – Zanker ; Electrolux Group". Retrieved 2010-08-31. 
  49. ^ "/ Electrolux 90 Years of Innovation and Design". Retrieved 2010-08-31. 
  50. ^ "Brand – Zanussi Professional ; Electrolux Group". Retrieved 2010-08-31. 
  51. ^ "Brand – Zoppas ; Electrolux Group". Retrieved 2010-08-31. 
  52. ^ "Svensk Köksmaskin Hushållsassistent Köksassistent Kitchen machine Kitchen Assistant - Bäst i Test". Assistent Original. Retrieved 2010-08-31. 
  53. ^ "History 1940-1949 | Electrolux Group". Retrieved 2010-08-31. 
  54. ^ "Trilobite 2.0". Retrieved 2010-09-02. 
  55. ^
  56. ^ "The Project Gutenberg Etext of The New Hacker's Dictionary version 4.2.2". Retrieved 2013-05-07. 
  57. ^ "Vac from the Sea". 2011-12-10. Retrieved 2013-05-07. 
  58. ^ "EEOC and Electrolux Reach Voluntary Resolution in Class Religious Accommodation Case". Equal Employment Opportunity Commission. 2003-09-24. Retrieved 2012-06-16. 
  59. ^ "EEOC and Electrolux Reach Settlement in Religious Accommodation Charge Brought by Muslim Employees". Equal Employment Opportunity Commission. 2010-08-06. Retrieved 2012-06-16. 
  60. ^ "Muslim St. Cloud Electrolux workers file EEOC complaint". Minnesota Public Radio. 2011-08-23. Retrieved 2012-06-16. 

External linksEdit