Electrolux Group is celebrating 100 years of helping to ‘shape living for the better’ in Australia and New Zealand.
In 1924, five years after the founding of Electrolux in Sweden, local sales offices were established, and vacuum cleaner sales were boosted by successful door-to-door visits and clever marketing campaigns.
Electrolux founder and Swedish entrepreneur, Axel Wenner-Gren’s strength was his imaginative and unconventional approach to sales and marketing. Electrolux motorcycles and cars were used by salespeople in many countries around the end of the 1920s and garnered a lot of attention.
In 2000, Electrolux in Australia and New Zealand turned into a true success story as the company transitioned from being a pure vacuum cleaner brand to a premium home appliance brand, thanks to the acquisition of Email, which dominated the major appliance market in the region.
The first Electrolux factory launched in Melbourne in 1934 and manufacturing continues at the Dudley Park cooking plant in Adelaide today. Electrolux Group remains the only home appliance company that still manufactures in Australia.
Electrolux Australia and New Zealand vice president commercial area, Kurt Hegvold said, “It’s a time of great pride for me to lead this wonderful organisation and acknowledge the many employees who have shaped the Electrolux brand we know today over the last 100 years in Australia and New Zealand.
“To celebrate such a long association with local consumers is testament to the strength of our retail partnerships, which have been integral to our continued success.”