Swedish pride to sell the company

Electrolux has organised three trips to various Swedish destinations this autumn - Gotland, Lapland, and Småland - each with around 30 participants from markets such as Italy, France, Romania, Switzerland, Turkey, Poland, and the Nordics. The aim is to showcase the values and lifestyle that define the company's identity.

We are on one of the trips, to Gotland. Travel and accommodation for the trade magazine Elektronikkbransjen are paid for by Electrolux.

- The exciting thing about these trips is to expose Electrolux as a Swedish brand. Even if people might not know where Sweden is, they appreciate the Swedish lifestyle - balance between work and leisure, design, and sustainability. This has high status, says Tom Astin, European brand manager.

He highlights examples from Australia and Latin America, where Swedish values have a strong impact. On the trips, participants experience cultural elements such as fika, architecture, and design, and Electrolux explains how they believe these values are reflected in the products.

- We want to show how we bring this mindset into homes worldwide. Our innovation is human-centred - not technology for technology's sake. Take the Comfort Lift dishwasher: simple, but it makes life better, says Astin to the trade magazine Elektronikkbransjen.

Experiences create bonds

Malin Rahm, European PR manager, emphasises that the goal is to create emotional connections, not just communicate product features.

- You have to experience it and live it to build a brand that people love. If you don't offer that, you become one of many. Swedish design is highly regarded by consumers when it comes to quality and a premium feel. We also see the home becoming a wellness centre, and we integrate this into our approach, says Rahm.

A campaign where Electrolux tells a story from a brand perspective is being rolled out in several markets - with a strong emphasis on social media.

- It is both aspirational and inspirational. This journey is about forging bonds with colleagues and influencers to implement the brand consistently. Social media plays a big role in reaching consumers, says Astin.

Why Sweden - now?

- We want to give a broad picture of Sweden. This is a test aimed at Europe, but we plan to expand to other regions, says Astin.

When we ask him about the desired outcome, the answer is clear:

- We want people to go home and say: «This was a fantastic experience, I want to come back.» That's how you build relationships and create a brand that people love. We obviously measure KPIs like reach and engagement, but the feeling matters most, says Astin.

KPI stands for key performance indicator, which in Swedish means key indicator for performance or performance measurement. This is used to assess how well an activity or campaign achieves its goals.

Rahm highlights authenticity and differentiation as key factors:

- It is difficult to stand out today. Doing something unique and authentic is crucial. Our Swedish heritage and values give us a story no competitor can tell, she says.

Meaningful and relevant

Both emphasise that relevance, not the number of features, drives innovation.

- We do not compete to have the most features. We focus on what is meaningful and relevant to consumers, says Rahm.

Electrolux also uses this strategy to differentiate the portfolio, which includes brands such as AEG and Westinghouse.

- Each brand has its own pillars and target groups. For AEG, it is about progressive engineering and perfect form and function, inspired by Bauhaus. This strategy ensures that our brands stand out, says Astin.

On the trip that the trade magazine Elektronikkbransjen is on to Gotland, we visit the medieval town of Visby, the limestone formations Raukar on Fårö, the design hotel Fabriken Furillen, and we are with truffle dogs hunting for what is called Gotland's hidden gold. Fårö is also the place where Ingmar Bergman and Liv Ullmann lived, and Olof Palme had a summer house.

First matte glass on ovens

Electrolux is organising similar trips this autumn to Lapland and Småland as mentioned. The only product showcased at these events is the company's hob with matte sapphire glass. Designer Thomas Gardner, who has worked at the company for ten years, has been central to its development.

- We launched the first ovens with matte glass in 2017-2018, but the glass on a hob must withstand much more heat and wear. Therefore, the development took several years, says Gardner to the trade magazine Elektronikkbransjen.

The premiere of the final product took place at the IFA fair in 2024.

- My colleague Terence Tan and I believe in natural materials in the kitchen. It's not always easy to convince internal decision-makers, as complexity costs money, but this time it succeeded.

Should last year after year

Gardner says the reception exceeds expectations.

- It has been a huge success.

- What is the reason for that?

- Obviously, the product itself. When you run your hand over the hob, it is quite a tactile and sensory experience. Additionally, we have talented colleagues who are good at connecting design and message, with genuine people who are passionate about the products. That I am standing here today is a good example of this, says Gardner to the trade magazine Elektronikkbransjen.

Several competitors with matte hobs use a surface treatment.

- A coating can be scraped off over time. With us, the glass itself is matte. It provides durability and an appearance that lasts, year after year, says Gardner.

This is also the basis for the journey we are on to Gotland.

- We are talking about genuine sustainability. Our products should not be thrown away after five years, but continue to look good for a long time, says Gardner.