Electrolux to rebrand with Swedish vibe

Bloomberg

Electrolux AB has revamped its marketing message, stealing a page from fellow Swedish brands Volvo Cars and Ikea that highlight progressive Nordic values like sustainability, safety and simplicity.
The fresh approach coincides with a renewal of Electrolux’s lineup of stoves, refrigerators and other appliances, as well as trade and tariff turmoil that’s forced the 100-year-old company to raise prices.
“Historically we haven’t been very clear on where we are from,” Chief Executive Officer Jonas Samuelson said at the company’s headquarters in Stockholm. “Making sure that we communicate that is so obvious that it’s almost embarrassing that we haven’t done that in the past.”