Tag: Electrolux

Singapore – Global home appliance manufacturer Electrolux has announced that it is shutting down its regional office in Singapore and is aiming to relocate its APAC and MEA commercial leadership to Thailand, MARKETECH APAC has learned recently.

In an exclusive statement sent by Samar Refai, communications director, APAC & MEA transformation at Electrolux, she stated that with this office closure, there will be several regional employees who will be laid off. However, they did not specify the number of employees who will be affected. The company has promised that the affected employees will be offered the maximum level of support during the upcoming transition period.

“With a newly established commercial set-up for APAC & MEA, Australia and Thailand are becoming key hubs for Electrolux Group in the region. Having the regional capabilities & competencies within these hubs ensures proximity to our customers, consumers, manufacturing sites, R&D and Innovation centers,” Refai told MARKETECH APAC.

Refai also assured that despite the imminent fate of its Singapore office, Electrolux will continue to drive its important business in the APAC&MEA region focusing on growth.

“This decision has no impact, whatsoever, on the operational business & trade relations, in any of Electrolux Group’s markets in APAC & MEA, including Singapore Sales office in Braddell,” she also added.

Electrolux has recently recorded a dip in its global sales, according to its recent year-end report for the fourth quarter of 2023. In it, the company noted that organic sales decreased by 0.8% mainly driven by negative prices but also lower volumes.

“In three out of four business areas we managed to navigate this challenging market environment in a fairly good way, even if the weak market demand resulted in an earnings decline for 2023 in our European and Asia-Pacific operations,” Jonas Samuelson, president and CEO of Electrolux stated.

Electrolux’s layoffs also join other major companies who have made significant cut-offs to its Singapore offices, including Unilever and Lazada.

Mumbai, India – Omnicom Media Group (OMG) India has been appointed to manage the integrated media mandate of Electrolux, a global brand for home and kitchen appliances. OMG will be in charge of developing end-to-end media solutions for the brand. 

The Swedish powerhouse, Electrolux, is set to make waves in the Indian market with its range of premium products, leveraging the agency’s analytics and insight-driven tools. Electrolux has catered to consumers for more than 100 years with its elegant Scandinavian design coupled with innovative technology.  Now, it is establishing its brand in India. 

According to OMG, they are excited to help Electrolux scale to new heights by drawing on its talent, strategic capabilities, and data-driven approach as the brand ramps up its proposition and presence in India to achieve sustainable growth.

Last July, OMG India named Anand Chakravarthy as its new chief growth officer.

Singapore – Global appliance brand Electrolux is jumping into the powers of influencer marketing by launching a dedicated group of ambassadors that would aim to strengthen the advocacy on sustainable practices amongst communities in APAC and MEA. 

To be aptly called the ‘Sustainability Squad’, the brand has roped in 10 influencers from the region, with the initiative officially kicking off in April with a virtual sustainability event.

The Squad members, each of whom brings a unique perspective on what sustainability means to them, have been carefully selected by Electrolux from countries all over the region including Australia, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand, Singapore, South Korea, and Vietnam.

“With the formation of the Electrolux Sustainability Squad, we partnered with influential personalities across the region who are just as passionate about sustainability as we are. Together, we want to inspire our consumers and our communities to make more sustainable choices and shape living for the better,” said Joe Oram, director of brand & product marketing of Electrolux for APAC & MEA.

The Sustainability Squad initiative is set to run for nine months starting from April. During this time, Squad members will be completing challenges and activities divided into three main themes: 1) Eating and kitchen habits, 2) Laundry and dish care, and 3) Healthier homes.

Each theme will have activities and challenges for the influencers to participate in, varying from sustainable eating to cleaning habits. Their progress can be followed on Instagram using #ElectroluxSustainabilitySquad. Three industry mentors will also be joining the squad who will help guide them on their sustainable lifestyle goals.

The brand said that the entire initiative is built on the idea of making better choices for the environment, and how these better choices can become second nature with good habits and having the right appliances in one’s household.

“The end goal is to inspire collective action from the whole community, coming together and contributing to a better future,” said Electrolux.