#61 – Electrolux: Shaping Living For The Better
“We shape living for the better.”
— by Electrolux Group, the Swedish home appliance company founded in 1919 by Axel Wenner-Gren, headquartered in Stockholm, and one of the pioneers that transformed household technology into everyday quality of life.
For more than a century, Electrolux has built products that quietly accompany the routines of millions of families.
Unlike many industrial companies whose innovations are visible on skylines or factory floors, Electrolux has always operated in a more intimate space: our homes.
Its appliances prepare food, preserve it, wash clothes, clean living spaces, and increasingly help reduce energy and water consumption.
They rarely become the protagonists of people’s lives, yet they influence how people live every single day.
Today, Electrolux sells products in around 120 markets, employs approximately 39,000 people, and generated SEK 131 billion in revenue in 2025.
Following a difficult period for the global appliance industry, the Group has returned to organic growth while strengthening profitability through product innovation, operational efficiency, and sustainability as an integrated business strategy.
Shaping living for the better is a way to deliberately avoid talking about appliances. Instead, it focuses on living.
That choice reflects an important shift. Consumers do not ultimately buy refrigerators, ovens, or washing machines. They buy healthier meals, cleaner clothes, quieter homes, lower energy bills, and more time for the people around them.
Electrolux has built its innovation strategy around three interconnected experiences: Taste, Care, and Wellbeing.
This approach has led to products that consume fewer resources while creating greater value for consumers. In 2024, the company’s most resource-efficient products represented 24% of units sold but generated 33% of gross profit, demonstrating that sustainability and business performance can reinforce one another rather than compete.
Perhaps that is the most interesting aspect of this purpose.
Most companies improve products. Electrolux begins with the question: “How can better products contribute to a better way of living?”
The distinction may appear subtle, but for an organization designing millions of products every year, it changes everything.
