Electrolux Rebrands

Tom Dougherty, CEO – Stealing Share

12 January 2016

Electrolux as a modern idea. A Rebrand

The Electrolux Logo showed its age

Electrolux appliances

The Electrolux Logo showed its age

Electrolux is back in the news because Keith McLoughlin, CEO has resigned after the GE deal collapsed.

Electrolux updated logo

Electrolux Updated

They were in the throes of purchasing the appliance division of GE when the US Justice Department blocked the deal.

Do you have any idea what has been going on with Electrolux recently?

The Electrolux canister vacuum

The iconic Electrolux

If you are like me, your memories of the Electrolux brand is limited to the old tubular canister vacuum cleaner that my grandmother favored.

It was relatively small and was pulled around behind the vacummer on the floor on sled-like runners. What was once viewed as modern quickly looked dated as the old logo absolutely showed its age.

If you asked me what else the company made beyond vacuum cleaners, I would be hard pressed to provide much of an answer.

Electrolux competition

It is a crowded field

However, the Swedish company has been on a rampage of new innovations in appliances— moving into the high-end markets dominated by Wolf, Viking, JENNAIR and BOSCH.

“Electric Luxury. It piques the idea that electric is modern. The whole idea seems OLD.”

Electrolux Innovated

They scrapped its old logo, updated its graphics and decided to concentrate on the more lucrative kitchen appliance market.

And it is a crowded category to be sure but they pushed the envelope in design, features and ergonomics. However, if you asked consumers to name the top brands in kitchen appliances I fear the Electrolux would rarely been in the considered set (we always conduct research when working on brands and rebranding).

They might buy the products when actively shopping for upgrades but it is a learned preference. One that comes only from hands-on comparisons. The brand itself is easily overlooked.

Electrolux kitchen appliances

Current Electrolux products are surprising

The reason for this consumer omission is in the name itself.

While the logo and graphics have been updated the name is eponymous. As a result, it has a meaning that sounds like the 1940s.

Electric Luxury. It piques the idea that electric is modern. The whole idea seems OLD. Only a few of us can remember mechanized carpet sweepers or hand powered hand mixers. Electricity is just a given and provides no space between them and the competitive set.

Electrolux expressionist collection

Clean and elegant design in today’s Electrolux

The ultimate success of this otherwise innovative company will be in trying to get us to forget the name’s meaning and accepting it as a whole.

The need us to leave emotional attachments behind and to forget what we already think we know.

The Electrolux brand took such major leaps in the stable of products and offerings that it carried forward very little in established brand equity.

Had we been asked to rebrand the company during this monumental transition, I think we would have suggested a name change. Brand repair is a more difficult task then developing brand meaning.

Opportunity for Electrolux beyond acquisition

Its not too late. Rebranding the products would make the purchase of the GEs of the world a mute point. This forward-thinking brand could take that market share in its own right. No need to purchase the market. The brand itself could generate powerful preference on its own.

Below are more articles and blogs that you might find of interest.

Small Kitchen Appliances (Coffee makers)

Single Cup Coffee Makers

How to use your brand to increase preference


  1. Zena

    Interested in knowing more about the pictured “iconic” Electrolux canister. What year was it
    manufactured & what is its model #.

    Thanks for any assistance with this inquiry.

  2. Skip Redman

    To polish and further enhance the Elux image, I suggest you leverage it’s Swedish roots. Aim to become the “Volvo” of large appliances – strong, safe, intelligent, not given to fads, reliable, cerebral, not available on every street corner, for the discriminating yet not egocentric buyer. The intelligent person’s appliance.

    Kitchenaid has filled this “gap” recently but peel the skin off of one and you see a Whirlpool for hundreds less. The buyer of the products I have defined above will look at a parts schematic on line to determine where the real differences are in engineering – and it is shocking to see how a $2 plastic stick on badge, a $10 handle and some graphics are assumed to be worth $1,000 more – as with Monogram. Be the Volvo brand, not the Nissan with thicker carpet and an Infinity badge. Smart consumers are out there for you.


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