Growth in new product categories
The new products launched by Electrolux have all been generated by the Group’s process for consumer-oriented product development. This increases the probability that these products will receive good market acceptance. New products are also being aimed to a greater extent than previously at consumers in the premium segment, which gives the Group an improved product mix. Electrolux works continuously to identify product categories with a potential for rapid and profitable growth. The Group’s position as an environmental leader is based on launching products that consume less water and energy than previous product generations.

Expansion in growth regions
The Electrolux strategy for profitable growth involves monitoring growth in developed markets in order to selectively expand operations in specific product categories and to increase sales in emerging markets. In terms of sales and production, the Group has a strong presence in such growth markets. Demand for modern household appliances is showing strong growth in emerging markets as disposable income rises. The Group’s local presence and extensive experience of growth markets create opportunities for continued expansion.

Growth in profitable sales channels
Kitchen specialists in Europe and Australia are accounting for a growing share of the retail network. Electrolux can increase sales through these channels on the basis of a strong, stable brand and the ability to offer innovative products. Prior to a purchase, the Internet is often a consumer’s first contact with the product. Electrolux has a strong presence on the Internet, and it is being reinforced by continuous efforts.

Growth through complementary acquisitions
In addition to organic growth, Electrolux can also grow through acquisitions. Priority is assigned to complementary technology, products or brands that can help the Group achieve greater market share in the premium segment.