the BIG interview


Electrolux invests in the independent channel


Luke Harding is general manager of Electrolux UK and Ireland, covering the AEG and Zanussi brands. He tells Simon King that he sees big opportunities for independent retailers in the domestic appliance category


L


uke Harding has worked for Electrolux for six years, working in three different


roles. In his first role, he ran the kitchen retail business, then the electrical retail business. In January 2020, he took on the role covering the general management for the UK and Ireland, just a few weeks before the pandemic. Prior to Electrolux, he had a sales, marketing and operations career across various roles and industries, primarily in FMCG. “I’ve sold all manner of things from, beer to


toilet cleaners,” he said. “Electricals is a fascinating industry and Electrolux has more than 100


years of heritage of bringing great solutions for consumers and I think there’s a huge opportunity in this industry regarding the AEG brand. “There are opportunities to bring further consumer solutions to market and share those amazing technologies and products with more and more consumers and work with our retail partners to bring that to life through retail.” Mr Harding acknowledged that the Covid-19 pandemic brought challenges to every single business, which has resulted in supply chain challenges. “Whilst we’re getting back to some level of


normality in the UK, Covid is still having impact,” he said. “The lockdowns in China are still having a big impact on supply chains and we’re seeing unprecedented inflation coming through.” Mr Harding said that he is proud of the way


Electrolux has navigated through the pandemic. “While the supply chain has been hard


to predict, we’ve always taken a really open approach with our retail partners and worked with our retailers to make good of their situation when things have been challenging,” he said. Mr Harding said that while retailers were closed


for a period of time during the pandemic, the independent sector had an extremely strong year in 2021 when businesses were able to reopen. “Demand has been strong with people spending more time in their homes, using their products and engaging more in their products,” he said.


“I see a huge opportunity for AEG, where


the retailer can partner with us on display and demonstration of our products to maximum effect to ensure consumers then get the most from their products when they take them home. “With some of the technologies we have


brought to market, such as steam in ovens and induction hobs that are really responsive, means


16 | www.ierdaily.co.uk


that consumers are now taking more interest in their appliances than in the past.” With consumers spending more time at home,


Mr Harding said that they want to get more from their appliances. “We’ve seen more investment back in the home and I think we’ve all fallen in love with the idea of being at home, we’re cooking more, and that’s good news for the appliance industry,” he said. “I see huge opportunity in the independent


sector. While we have an omnichannel approach, independents can bring products to life in a different way to any other retailers. The independent sector can bring a real point of difference in terms of supply and service for the consumer. “I think that’s why the independents have done


so well in the last year. We saw an opportunity with the independents over the last year; we’ve invested in the channel; our recent focus has been reengagement.” Mr Harding said that a new independent-


facing team is now in place; Electrolux has 11 staff in the team supporting the independent channel, which Mr Harding acknowledged is more than its had for many years. He said: “We’ve brought in a specialist to run the channel for us with great independent experience and I see a really strong future for


July 2022


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