Yannick Fierling, CEO of Electrolux, has been vocal about the company’s strategy in the floorcare, wellbeing, and small appliance categories. During his recent visit to Australia, he discussed the company’s plans and ambitions in these areas.

Separation of Products into Three Portfolios

The company separates its products into three main 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. This separation of products allows Electrolux to focus on its strengths and improve its offerings in each category.

• Within the wellbeing category, Electrolux is investing heavily in vacuum cleaners and air conditioning equipment to regain its market share and focus on its core products.
• The company is also working to improve its small domestic appliances and accessories, which are a significant part of its wellbeing portfolio.

Fierling’s Views on the Wellbeing and Vacuum Cleaning Categories

Fierling expressed his concerns about the company’s fair value in the wellbeing and vacuum cleaning categories. He believes that Electrolux has lost focus in the past and wants to recover this focus.

“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,” said Fierling.

He highlighted that Electrolux is well known as a floorcare company because it invented the modern vacuum cleaner many years ago and that this product is still very popular among consumers, especially grandparents.

Achieving Fair Share in Floorcare and Wellbeing

Fierling emphasized the importance of achieving a fair share in the floorcare and wellbeing categories. He stated that the company is heavily investing in these categories and putting in a lot of effort to regain its market share.

• The company is working to improve its vacuum cleaners and air conditioning equipment to meet consumer expectations and improve its overall performance.
• Fierling believes that Electrolux needs to bring its own unique value proposition to the market in the wellbeing category.

Potential Re-entry into Small Appliances

When asked about a potential re-entry into the local small appliance category, Fierling confirmed that there is analysis into this market. He stated that the company aims to occupy the home and kitchen of consumers and is looking at great products that are manufactured in Australia.

“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,” said Fierling.

He highlighted the significance of small domestic appliances in completing the kitchen and expressed his confidence in the company’s ability to succeed in this market.

Conclusion

In conclusion, Electrolux CEO Yannick Fierling has outlined the company’s strategy in the floorcare, wellbeing, and small appliance categories. The company is heavily investing in these categories to regain its market share and focus on its core products. By emphasizing the importance of achieving a fair share in the wellbeing and floorcare categories, Fierling has highlighted the need for Electrolux to bring its unique value proposition to the market. The potential re-entry into the local small appliance category is a promising opportunity for the company, and it remains to be seen how Electrolux will navigate this market in the future.