ELECTROLUX: MICHAEL WHITE THE ERT INTERVIEW
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“More groundbreaking product innovations
“More groundbreaking product innovations are on the horizon for the second half of 2025 and into 2026. Stay tuned…”
are on the horizon for the second half of 2025 and into 2026. Stay tuned…”
Michael White - Channel Manager, Buying Groups and Independents at Electrolux - talks to ERT’s Matt Broughton about the year so far, and the 12 months ahead.
E
lectrolux’s Channel Manager – Michael White – explains to me that the first half of 2025 has brought its share of challenges and successes, but overall the company has been encouraged
by AEG’s strong performance. “Despite a flat white goods market and cautious consumer spending in the face of ongoing economic uncertainty, AEG has continued to gain market share, which we’re proud of. “Across the past six months, we’ve remained focused on delivering exceptional value to our customers. By encouraging them to invest a little more upfront, we’re helping them realise long-term savings, particularly through energy efficiency. For example, AEG’s eco-friendly features, including water reduction technologies and intuitive eco cycles, not only support sustainable living but also reduce household running costs over time. It’s an exciting moment for the brand right now as it celebrates the official launch of its new Built-In Range of appliances, which went live in April. “This marks our most significant platform evolution in years,” explains Michael, “designed
and manufactured in Europe, the range sets a new benchmark in both innovation and design. “We’re especially proud that the Matt Black colourway has already earned a prestigious Red Dot Award, a testament to the range’s outstanding aesthetics and functionality. The new range showcases a striking combination of matte and gloss black ovens, hobs and more, accented with our signature Infinity Steel trim. At the heart of the lineup is the innovative Cooksmart Touch Display, which allows consumers to cook more intuitively and sustainably, offering one-touch access to curated recipes and smart functionality.” Adding to the excitement, the eye-catching SapphirMatt Hob is now available in UK stores. With its sleek matte finish, this induction hob is up to four times more scratch resistant than standard surfaces, delivering both durability and eco-conscious performance for effortless everyday cooking.
Michael adds: “And this is just the beginning,
more groundbreaking product innovations are on the horizon for the second half of 2025 and into 2026. Stay tuned…”
I ask Michael how
Yannick Fierling is settling in, having been appointed as new CEO at the start of the year: “He’s settling in well! Yannick has
been visiting our various international markets getting to know teams and implementing our updated strategies. We’re looking forward to welcoming him to the UK this month, where he’ll meet local leadership and spend time in our Luton HQ presenting a Town Hall to the whole UK business.”
Sustainability
Sustainability continues to be at the heart of everything at Electrolux and AEG, and the organisation is deeply committed to sustainable practices across all aspects of its operations. In fact, in 2024, Electrolux Group was named the Financial Times’ leading appliance company for sustainability in Europe , while TIME recognised it as one of the world’s most sustainable company.
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