AUGUSTA, Ga., Sept. 16, 2002 (PRIMEZONE) -- The Electrolux Group (Nasdaq:ELUX) has announced a major initiative to strengthen Frigidaire, its top major appliance brand in North America. Beginning in October, the Electrolux name will join the Frigidaire logo for the first time in North America on select major appliances in the stainless steel Professional Series(r). By 2003, Electrolux will also appear on all Frigidaire Gallery Series(r) and Classic Series(r) appliances.
Electrolux is the world's largest manufacturer of consumer durable appliances and professional products for kitchen, cleaning and outdoor use combined. Its top brands around the globe include Electrolux, AEG, Zanussi, Eureka, Husqvarna, Weed Eater, and the America icon, Frigidaire.
Driving this shift in branding strategy is a major Group goal to concentrate on fewer and stronger brands while emphasizing that they are backed by the assurances of quality, reliability and trust represented by Electrolux, the global leader.
"Globally, the Electrolux name has long been associated with innovative products that make people's lives easier," said Hans Straberg, President and CEO of Electrolux. "No other company makes as many home appliances worldwide. We plan to strengthen profitability by making our brands the first choice among consumers -- not based solely on price, but on their superior design and performance."
"As the Electrolux Group's leading North American brand and one of the top 100 recognized brands globally, Frigidaire was a natural choice for unveiling the global nameplate in North America," said Mark Chambers, general manager of marketing for Electrolux Home Products North America. "Frigidaire was established in 1918 as the world's first brand of electric household refrigerators, making it an American appliance icon and a mainstay brand for the world's largest appliance manufacturer."
The new nameplate combines the historic 1950s-era Frigidaire logo atop a "global" arc surrounding the Electrolux logo. This symbolizes "The Power of Electrolux" -- an internally coined phrase that illustrates the global expertise and resources backing every Frigidaire product.
Twenty-two new products in the Frigidaire Professional Series(r) will be the first to feature the new nameplate.
The Professional Series(r) features refrigerators, dishwashers, ranges/ovens, microwave ovens and warming drawers for the home. Together, they combine the highest Electrolux standards for design, features, performance and consumer value.
The double-branded Professional Series products are expected to begin appearing in retailer showrooms in October.
By first quarter of 2003, all new Frigidaire Gallery, Gallery Professional and Frigidaire Classic stainless steel products produced will bear the new nameplate symbolizing their support by Electrolux.
In 1969, Electrolux Group sold its minority interest in Electrolux vacuum cleaner operations in the U.S. and Canada to Consolidated Brands (Sara Lee) for $58 million. These funds were used by the Group to finance rapid expansion and development of the Group's businesses in Europe. Thirty-one years later in May 2000, the Group reacquired the Electrolux trademark from Electrolux LLC for $50 million, paving the way for the Electrolux name to appear on Frigidaire products and ultimately, to be offered as a brand of premium appliances in the U.S. and Canada.
Now, with the trademark again owned by the Group, use of the Electrolux name on Group businesses and products is growing in North America. Consumers in this important market now can have the direct assurance of products bearing the Electrolux name.
About Electrolux Group
The Electrolux Group is the world's largest producer of appliances for kitchen, cleaning and outdoor use combined including refrigerators, washing machines, ranges/ovens, vacuum cleaners, chain saws, lawn mowers and garden tractors. In 2001, Group sales were $13 billion and the Group had 87,000 employees. Every year, customers in more than 150 countries buy more than 55 million Electrolux Group products for both consumer and professional use. The Electrolux Group is headquartered in Stockholm, Sweden.
Electrolux top brands globally include Electrolux, AEG, Zanussi, Husqvarna and Flymo. Its North American consumer brands include Frigidaire, Eureka, Poulan, Weed Eater and Husqvarna.
About Electrolux North America
Electrolux North America has over 22,000 employees operating in 18 states, Canada and Mexico, and sales of about $5 billion representing 39 percent of global Electrolux Group revenues of over $13 billion.
About Frigidaire
Frigidaire is Electrolux Group's leading brand in North America. It was established in 1918 as the world's first brand of electric household refrigerators. Other historical innovations from Frigidaire include the first room air conditioner, food freezer, standard size electric ranges and matching color appliances. More recently Frigidaire was the first to add ice and water filtration systems to its refrigerators and to make the professional stainless steel look affordable for consumers.