Electrolux Introduces Small Appliances in North America

NEW YORK-Electrolux has entered the small-electrics market in North America with launches under its Frigidaire Professional and Frigidaire Affinity brands--and has set a goal to expand its presence in this market down the road, according to Marty O'Gorman, who was named president of Electrolux Small Appliances North America in August.

Speaking in an interview with HFN, O'Gorman said the company has debuted a 12-cup coffeemaker, a toaster convection oven, a two-slice toaster and 7-quart slow cooker under its Frigidaire Professional label. Under Frigidaire Affinity, Electrolux has introduced four irons, two branded as Frigidaire Affinity Steam+ and two as Frigidaire Steam+ Pro. "These are rolling out right now," O'Gorman said. "They will be on our customers' shelves in October, and some of them are being offered online right now." The official unveiling of these lines is scheduled for Oct. 9, he said.

O'Gorman added that these products were developed specifically for North America, based on the company's research with consumers into the features and benefits they are not getting out of products currently on the market. Pricing will be slightly above the middle tier in these categories, he said.

Electrolux, which in North America has major appliances and floor-care products, sells small electrics in Europe, Asia and South America. "Depending on consumer and customer feedback, we will look to expand small electrics in North America under our other brands," O'Gorman said.

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