Thoughtful innovations from Electrolux

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At its recent Global Design launch in London’s Wembley Stadium, Electrolux unveiled its most ambitious and innovative range of freestanding and built-in kitchen appliances to date. Hayley Gilbert reports on the key products.
BUILDING a thoughtful home was the message being delivered by Roger Taylor, senior vice president for sales, Europe, and Andy Mackay, brand and marketing manager UK and Ireland, at the Electrolux Global Design launch in April. With over 600 retailers and 80 press attending, this was the brand’s biggest ever launch event in the UK.

The message was clear – this year Electrolux is making a £10 million marketing investment in the UK to support its new product portfolio. “Our vision is to position Electrolux as the leading home appliance brand,” said Andy Mackay. “We need strong retailers and you need innovative products and good brands – brands with consumer engagement and pull and with clear equity. We hope and genuinely believe we can deliver on all counts.”

New product ranges

Three ranges were unveiled. Intuition features basic, durable products with a modern design; Inspire stands out for its performance, features and fine design while Insight is top of the range with a number of breakthrough products. These included the Iron Aid tumble dryer, Time Manager washing machine, Brita fridge freezer and built-in kitchen ranges.

The stars of the show were surprisingly part of the laundry sector with the world’s first tumble dryer that helps with the ironing. The EDI96150 Iron Aid tumble dryer features steam cycles that reduce and remove wrinkles and folds and quick refresh programmes to remove odours in a hurry. The EWN14991w Time Manager washing machine lets the user select the wash programme and their own preferred wash time. As one of the event’s themes was all about saving the customer time, these appliances came out on top.


If ironing is one of consumers’ most detested chores, then cleaning the oven is another. So Electrolux has launched a range of ovens with light, normal and heavy pyrolytic options. They can also keep food warm at the optimum temperature of 80°C without drying out. These included the Insight EOD67642X multifunction double oven. Also on the cooking front, the manufacturer unveiled the EOB98000X – a full size multifunction oven that can either be used as a multifunction oven, a steam oven or a combination of both.

The first silver-look induction hob was also unleashed – the EHD72100X – as well as the EHG7822X 750mm gas hob that gives 20% more cooking space and still fits into a 600mm cut out.

Keeping cool

For the cooling sector the big news was the launch of the ENB38607 Drinks Express fridge freezer, which features an integrated chilling compartment to chill drinks six times faster than in the fridge, and the ENB39405S Brita fridge freezer with its built-in Brita cartridge.

A new range of dishwashers was also on show with 30-minute wash programmes and automatic sensors. The fully integrated ESL68500 Talky model guides the user by talking through the settings, instructing them to select the right programme option and letting them know when it’s finished. And talking of built-in, Electrolux also unveiled the New Synchronised Kitchen range with its unique light bar design.

Andy Mackay concluded by urging the retailers to explain the benefits of all these new appliances to the customer. Saving time and supporting a healthy lifestyle go hand in hand with great looking products that are easy to use. Few sales messages could be simpler than this.

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