May 2025
ertonline.co.uk
“We’re harnessing the power of technology to help consumers live more sustainably at home,” explains Michael. “Our AEG EcoLine range makes it easy for consumers to identify the most eco-friendly appliances - those designed with top-tier energy efficiency and smart, resource-saving features. “Additionally, innovations like the Cooksmart
Touch Display further empower users by providing intuitive swipe navigation, energy- saving tips, and intelligent oven functions, all designed to make sustainable cooking simpler and more accessible. “We’re also proud to lead by example. Having
already met our science-based climate targets ahead of schedule, we’re setting our sights even higher: aiming to reduce our direct emissions by 85% by 2030, and to reach net zero across our entire value chain by 2050.” Today’s consumers are increasingly prioritising energy-efficient appliances, not only to reduce their environmental footprint but also to cut household costs. As manufacturers, Electrolux believes it has a responsibility to make sustainable choices simple and accessible by clearly communicating the benefits of its technologies that help conserve water, save energy, and lower expenses.
Michael explains: “Our AEG EcoLine range is designed to do just that. With innovative features like Eco Cycles and Steam Refresh, which uses up to 97% less water than a standard cycle, we’re enabling smarter, more sustainable cleaning. Likewise, SenseBoil technology on our latest hobs automatically detects rising bubbles to prevent boil-overs, minimising energy waste without compromising performance. “In a time when consumers are feeling financial pressure more than ever, it’s vital that we strike the right balance: delivering appliances that are not only affordable but also environmentally responsible and cost-saving in the long run.”
I ask Michael about the differences between the UK and European markets in this respect: “Our Eco range is available across both the UK and Europe, but usage habits differ. Dishwashers are less common in UK homes, partly due to space in older properties and the misconception that they use more water than washing by hand. In reality, they can be far more water-efficient, and with kitchen upgrades and new builds, they’re fast becoming a must-have.
“Tumble dryers are more popular in the UK and colder countries. However, we’re seeing a strong shift toward heat pump models, which are significantly more energy-efficient than traditional condenser dryers, helping consumers cut both emissions and energy bills.” I’m curious to know how the company is finding being an Approved Supplier to Sirius Buying Group, since it joined last year… “Our first year with the Sirius Group started slowly but gained momentum after the September Trade Show, leading to strong account growth,” explains Michael. “We recently appointed a Sirius Key Account Manager from within the team to manage day to day operations and commercial activities and our organic growth in the group is strong. We’re excited to connect with members at the upcoming conference in Tenerife.”
Growth
The company is continuously evolving its approach in the Indies Channel, updating its commercial support packages in 2025 to benefit retailers of all sizes. With over 75 years of combined experience in the Indies team at Electrolux Group, it uses all that knowledge and long-standing relationships to listen to feedback and evolve ways of working. “Excitingly, we’re preparing to launch a major new Partner Program in 2026!” says Michael. “We’re fresh off the back of another successful and enjoyable CIH Euronics Showcase event, where we presented our new AEG Built-In Range and our stunning new Anthracite Laundry models. We’ve got strong offers and opportunities for all Independents and anyone wishing to work with us should contact
uk.indies@
electrolux.com. “ Michael recognises that independents play a crucial role on the high street, offering quality showrooms, expert staff, and flexible support. “With UK towns facing reduced footfall post- pandemic, the “shop local” movement is vital. We all need to work together to ensure there is a collective energy to support the Independent Electrical Retail network. We’re committed to that at Electrolux and AEG.” In 2025, the organisation aims to grow profitable market share in the UK and Ireland by focusing on innovation, sustainability, and performance. “Our strategy includes delivering competitive, high-quality products that support both business partners and retail customers in their growth.”
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