Electrolux - Swedish Domestic Appliance Firm

Electrolux Early Years

AB Lux (Electrolux) was founded in 1901 in Stockholm; it was the first electrical appliance manufacturer to produce a horizontal-cylinder vacuum cleaner, including the 1915 ‘Model 111.’ Its flexible hose made cleaning possible in places other floor models could not reach. In 1919, the firm was renamed Electrolux and became committed to good design. In 1924, the Electrolux vacuum cleaner was successfully introduced in the USA. In the 1930s, the firm, which produced other appliances, including refrigerators, began hiring consultant designers, including Raymond Loewy, Carl Otto, Lurelle Guild of the USA, and Sixten Sason of Sweden. Its distinctive shop on boulevard des Malesherbes, Paris, in the late 1920s, was designed by architect Germain Debré.

Electrolux Enviromental Iniatives

Food Heroes 2021

According to Forbes, Electrolux CEO Jonas Samuelson recently invited young generations to join forces to explore solutions for future sustainable homes. People between the ages of 15 and 20 are able able to apply to join the team and work together with the company’s innovation hub in exploration sessions. Electrolux will select up to eight of them to suggest future solutions for clothes and garment care. Electrolux has launched the Food Heroes educational initiative to help kids understand the impact of their daily lives on the planet. They also strive to be a market leader in product efficiency in all their key categories and markets and set their product performance targets accordingly.

They support the UN Business Ambition for 1.5°C pledge and work with United4Efficiency to develop recommendations on how emerging markets can leapfrog to greater energy efficiency. They also explore efficiency opportunities by developing smart appliances to measure and nudge consumer behaviour or connect to a smart grid. Finally, they are showcasing a kitchen concept based on how we should eat according to the latest sustainability research and studies around human behaviour.

Break the Pattern 2022

Adweek magazine highlighted Electrolux had launched a global campaign titled “Break the Pattern” to raise awareness of the issue of disposed-of clothing and its commitment to behaviour change. The 90-second spot is visualized through a floating camera and features a woman emptying old clothing from her wardrobe. The end of the spot features the statement “The most sustainable clothes are the ones we already have. The campaign will run across Europe, Asia, North America and South America. Images of up-cycled fashion will be distributed across social media and PR through editorial and local influencer collaborations.