Electrolux 2010 Annual Report Download - page 32

annual report 2010 | part 1 | operations | business areas | professional products
Share of sales within Professional Products
Professional products comprise food-service equipment for hotels,
restaurants, institutions and chains, as well as laundry equipment for
apartment-house laundry rooms, launderettes, hotels and other profes-
sional users. Approximately 80% of sales is under the Electrolux brand,
although products for professional kitchens are also sold under the
Zanussi brand and products for laundry equipment under the
Wascomat brand.
Kitchen, 66%
Laundry, 34%
34%
66%
Electrolux Professional Products is a leading, global supplier of
complete solutions for professional kitchens and laundries. The
additional focus is on providing individual products primarily to res-
taurant chains, increasing the proportion of replacement products
and growing faster in the emerging markets of Asia and Latin Amer-
ica. Approximately 80% of sales is under the Electrolux brand. Prod-
ucts for professional kitchens are also sold under the Zanussi brand.
In addition, Molteni is a brand of exclusive cookers. In the US,
approximately half of the Group’s laundry equipment is sold under
the Wascomat brand, via a distributor.
High level of innovation
A high level of innovation is crucial to the ability to fulfill customer
requirements. Over the past years, Electrolux has invested an aver-
age of 5% of total product costs in product development. All prod-
uct development takes place on a global basis, but the products are
adapted to suit regional needs. The Group, with its prominent
designs and patents for professional kitchens and laundry products,
is a leading supplier of energy- and water-efficient products.
Production close to market
Products for professional kitchens and laundries are often large and
complex, while customers expect short delivery times. Customers
expect service facilities to be available locally.
Own-manufactured products have accounted for a growing
proportion of Group sales in recent years. The Group currently
operates its own production facilities in Sweden, France, Italy,
Switzerland and Thailand.
Focus on Green products
Green Spirit products are, from an environmental viewpoint, best-in-
class for professional users. They meet user demands for energy,
gas and water efficiency and the requirements for reduced amounts
of detergents for dishwashing and laundry. In addition, more than
90% of the material used in the products is recyclable. The products
in Professional Products are marketed to customers on the basis of
a lifecycle perspective. Operating costs represent a large portion of
the life-cycle costs for kitchen and laundry equipment.
Kitchen solutions for both professionals and consumers
The activities in Professional Products and Consumer Durables
benefit from each other. A growing interest in cooking has led to
consumers drawing inspiration from visits to restaurants with open
kitchens and demanding products with a professional look for their
own kitchens. Many of the world’s best chefs and restaurants use
kitchen appliances from Electrolux. Electrolux has a unique position
in the industry to be able to offer kitchen solutions for both profes-
sional users and consumers.
The launch of Electrolux as a brand for professional laundry
equipment in the US in 2009 and 2010 benefitted from the existence
of consumer products under the same brand. Since 2007, the pro-
portion of consumers in the US who connect the Electrolux brand to
household appliances has increased from 10% to 70% as a result of
the Group’s large-scale product launches in the premium segment.
Want to know more about the profitable transformation
of Professional Products? Go to page 54–55 
A high rate of innovation, production close to the market and a well-developed global customer and
service network represent vital competitive advantages for Electrolux. The Group is currently a leading
supplier of professional kitchen and laundry products with low energy and water consumption.
Professional Products
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