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Swedish home appliance designer, creating remarkable consumer experiences

It started with vacuum cleaners.

Today, Electrolux is the multinational home appliance manufacturer that is leading the way for a more enjoyable, sustainable future.

“The future is in digitalisation and smart products,”

says Thomas Johansson, design director at Electrolux.

“Things like remotely controlled kitchen appliances, downloadable cook books that interact with your oven, Swedish home appliance

refrigerators that order milk from the local shop,

washing machines that can check what you’ve loaded it with and let you know that a red sock slipped in with the whites – that kind of thing.”

It sounds crazily futuristic, but if anyone would know what the future of home appliances has to bring,

it would likely be a design director of the Swedish multinational that is consistently ranked the world’s second-largest home appliance manufacturer.

Perhaps your favourite brand is AEG, Zanussi,

Volta, Elektro Helios, or Frigidaire; the list goes on, but the parent brand is the same: Electrolux.

Putting user experience first

The company, headquartered in the Swedish capital,

was originally born out of a merger of Lux AB and Svenska Elektron AB, the vacuum cleaner being the common denominator.

As the organisation approaches its 100th anniversary,

it runs with annual revenues of more than 120 billion SEK (around £10.7 billion) and employs close to 60,000 people.

Back in the 1960s, the company gained infamy with the marketing slogan ‘Nothing sucks like an Electrolux’,

a line thought by some to be a brand blunder and by others a clever ploy.

Whatever the truth, Electrolux today talks less about vacuum cleaning power and more about products having to be thoughtfully designed,

innovative and based on consumer insight.

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