February 2026 ertonline.co.uk


“What drew me in back then was my passion for both cooking and technology, two things Electrolux’s brands, and the company, excel in,” he explains. “I’ve moved around the business in that 13 years in various different roles and departments commercially, which all led me to the current role as Head of Commercial for UK&IE. I’m really excited about the role and driving the UK & Ireland business forward. “It certainly won’t be without its challenges but I’m confident that we’re very well equipped to take them on as a business and team.”


Consumer focused Those challenges are not simply economic or operational. They centre on relevance, understanding how appliances must adapt as the meaning of the kitchen continues to shift. Once a purely functional space, it has become a hub for socialising, working and relaxing, placing new expectations on the products that occupy it. Appliances are now judged as much by how they integrate into daily routines as by the outcomes they deliver. “Innovation isn’t a single big leap, rather a disciplined series of small steps,” Mr Prestedge says.


“Everything starts with the consumer. We spend time understanding daily routines, what makes life easier at home, and where issues exist through our consumer research. These insights guide our decisions on what to simplify, what to strengthen and what to leave out of our products.” This incremental, insight-led approach is shaping how AEG translates observation into tangible design. Rather than layering on features, development teams are refining interactions, reducing friction, shortening learning curves and ensuring that technology enhances confidence rather than intimidating users. The intention is to create appliances that feel instinctive, even when they are powered by complex systems beneath the surface.


The company also looks deliberately beyond the appliance category when exploring new ideas, drawing cues from adjacent industries such as consumer electronics, materials science and digital interface design. That outward- looking perspective helps ensure products align with broader lifestyle trends rather than existing in a vacuum. As Mr Prestedge puts it, “We believe great ideas can come from anywhere, which is why we encourage contributions across the organisation and from trusted partners. Our role is to channel that collective thinking into products that shape living for the better.”


upcoming launch of the AEG 7000 MealAssist with PizzaExpert builds on this concept, combining performance-led engineering with digital assistance to help consumers achieve reliable results.


Design & function


Alongside performance, design language has become increasingly important. As kitchens continue to merge into living spaces, appliances must contribute aesthetically as well as functionally. The shift away from traditional stainless steel toward darker tones and matt finishes reflects a broader move in interior design toward warmth, tactility and cohesion. AEG’s latest kitchen collection, described


internally as its most significant platform evolution in years, embraces this transition, pairing contemporary finishes with interfaces such as CookSmart Touch and CookSmart+. These systems provide guided cooking experiences, integrating recipes, settings and energy-efficient operation into a single interaction point.


One manifestation of this thinking is AEG’s latest generation of ovens, conceived not simply as cooking tools but as active assistants within the kitchen. Rather than requiring users to master complex settings, these appliances are designed to guide them toward better outcomes through automation and intelligent support. “These solutions address key consumer needs around time, confidence and consistency,” he says. “Precision tools, guided assistance and intuitive interfaces ensure every meal is a success, from professional-quality pizza to steam and sous-vide cooking.” Technologies such as PizzaExpert, AI


TasteAssist and CamCook are intended to remove guesswork while enabling experimentation, allowing users to attempt more ambitious recipes without fear of failure. The


If cooking appliances are being reshaped by changing habits, dishwashing is undergoing a similar reassessment, particularly in response to the realities of open-plan living. Noise, efficiency and adaptability have become critical performance indicators. Mr Prestedge says the new platform has been engineered to address “practical challenges we know consumers are facing today, particularly around noise and efficiency in open living spaces.” Re-engineered water systems and updated


internal architecture aim to deliver strong cleaning results while using fewer resources, aligning with a growing expectation that appliances should reduce environmental impact without requiring behavioural compromise. Lower operational noise ensures they can run unobtrusively throughout the day, an important factor in homes where work, leisure and cooking increasingly overlap. >>


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