Electrolux Italia

What Electrolux Italia does

Electrolux Italia S.p.A. operates as the Italian subsidiary of AB Electrolux (Electrolux Group), a Swedish multinational listed on Nasdaq Stockholm under the ticker ELUX-B. Headquartered in Porcia and with a physical showroom in Assago (Milan), the Italian entity markets and distributes premium household appliances, spare parts, and accessories to Italian consumers across kitchen (ovens, hobs, cooker hoods, dishwashers, refrigeration), laundry (washing machines, dryers, washer-dryers), home cleaning (stick, canister, and robotic vacuums), and air treatment (air conditioners, purifiers). Distribution combines a direct-to-consumer e-commerce storefront at electrolux.it with an authorized retail dealer network, a dedicated spare-parts e-shop at shop.electrolux.it, and a service-center footprint offering fixed-price repairs and warranty extensions.

The product portfolio is built on a stack of proprietary technologies including the SaphirMatt scratch-resistant induction hob surface, the SteamBoost/SteamCrisp/SteamBake/Steamify steam-cooking system in ovens, TwinTech Total No Frost and GreenZone in refrigeration, PerfectCare/UltraCare/DelicateCare in laundry, Hob2Hood auto-extraction, ComfortLift in dishwashing, and AI CoolAssist in smart refrigeration. Connected appliances run across the My Electrolux Kitchen, Care, and Wellbeing mobile apps and integrate with Google Assistant, Amazon Alexa, Innit, and the Smarter FridgeCam, with Electrolux also participating in the Open Connectivity Foundation. The technical stack combines IoT-enabled appliances, embedded sensors, computer vision in ovens and fridge cameras, and ML-based routines for cooling optimization, fabric-care recommendations, cooking automation, and robot-vacuum navigation. The Youreko energy-comparison tool, backed by ARERA, Energy Saving Trust, and Eurostat data, supports mid-funnel decisioning.

The business model is anchored on hardware sales across all major appliance categories, supplemented by recurring revenue from accessories, spare parts, delivery and installation services (including RAEE-compliant old-appliance removal), and extended warranty / fixed-price repair programs (Protezione Extra, Riparazione a Prezzo Fisso Extra). Promotional mechanics include CashBack up to €300 (April 1 – October 10), bundle discounts, seasonal summer sales, and a MyElectrolux membership offering a 10% product discount via newsletter. Pricing ranges from hundreds to over a thousand euros per unit for major appliances. The Italian operation is currently mid-restructuring: in 2025–2026 Electrolux announced a contested industrial plan involving 1,719 redundancies and facility closures, which was suspended for 50 days in June 2026 following Italian Ministry intervention calling for an alternative industrial plan that does not reduce production or employment.

Name

Electrolux Italia

Legal name

Electrolux Italia S.p.A.

Website

https://electrolux.it

Company type

Public

Founded year

1921

Operating status

Operating

Headcount range

51–100 employees

Short description

Electrolux Italia S.p.A. is the Italian subsidiary of Swedish multinational AB Electrolux Group, marketing and distributing premium kitchen, laundry, and home-comfort appliances to Italian consumers via owned e-commerce, authorized retail dealers, and service centers. Italian operations face a contested 2026 industrial restructuring plan.

Ownership category

akta.pro rank

Product category

Home Appliances

NAICS

Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (33521), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634)

akta.pro primary industry

Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH)

akta.pro secondary industries

Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA), Appliance Service Plans, Extended Warranties & Maintenance Retail (CRACACAK), Appliance Parts, Accessories & Installation Kits Retail (CRACACAJ), Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)

Keywords

• Home appliances
• Kitchen appliances
• Laundry appliances
• Vacuum cleaners
• Air purifiers

Headquarters

HQ city

Porcia

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D

Revenue model

1. Major Home Appliances Sales: Revenue from selling major home appliances including ovens, hobs, refrigerators, washing machines, dryers, dishwashers, vacuum cleaners, and air conditioners directly to consumers and through retail channels.
2. Accessories and Spare Parts: Sales of accessories, spare parts, and consumables through the online shop (shop.electrolux.it) including filters, cleaning products, and appliance-specific accessories.
3. Delivery and Installation Services: Fees for delivery (with appointment scheduling), installation services for large appliances, and old appliance removal (RAEE compliance).
4. Extended Warranty and Repair Services: Extended warranty programs (Protezione Extra, Riparazione a Prezzo Fisso Extra) and repair services for out-of-warranty appliances.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Electrolux Italia manufactures, distributes, and sells a full portfolio of household appliances — including ovens, hobs, cooker hoods, dishwashers, fridge-freezers, washing machines, tumble dryers, washer-dryers, vacuum cleaners, air conditioners, air purifiers, and small kitchen appliances — to Italian consumers via its own e-commerce site, retail dealers, and service centers. The offering is supported by delivery, installation, old appliance removal, extended warranty, and repair services, along with proprietary connected-appliance mobile applications.

Product overview

Electrolux Italia offers a comprehensive portfolio of major and small home appliances organized across three main categories: Kitchen (cooking, refrigeration, dishwashing), Laundry (washing, drying), and Home Comfort (cleaning, air treatment). The core product lines include ovens (with steam and pizza capabilities), induction and gas hobs, cooker hoods, dishwashers, fridge-freezers, washing machines, tumble dryers, vacuum cleaners, air conditioners, and air purifiers. The company operates premium sub-brands including PerfectCare for laundry care and offers feature-specific product lines like SaphirMatt scratch-resistant hobs. Connected appliances integrate with My Electrolux Kitchen, Care, and Wellbeing apps, enabling remote control, AI-powered recommendations, and voice control via Google Assistant. Services include home delivery, installation, and a cashback promotional program.

Differentiator

Problem solved

Functional benefit

Brands

• PerfectCare: Advanced laundry care system featuring washing machines, dryers, and washer-dryers designed to preserve clothes and extend their lifespan
• PizzaExpert
• SaphirMatt
• SenseBoil
• GreenZone
• Hob2Hood
• SteamBoost/SteamCrisp/SteamBake
• SurroundCook
• My Electrolux Kitchen
• My Electrolux Care
• Youreko
• Pure A9
• Pure i

Products and services

• Ovens (Forni) Built-in and freestanding ovens including multifunction, steam, and pizza ovens. Includes SteamBoost, SteamCrisp, SteamBake, and PizzaExpert product lines with capacities ranging from 35L to 72L. Targeted at Italian households seeking premium cooking performance.
• Hobs (Piani Cottura) Cooking surfaces available in gas, induction, electric, and mixed fuel types. Includes SaphirMatt scratch-resistant induction hobs and ComboHob models with integrated extractor. For Italian households installing or replacing kitchen hobs.
• Cooker Hoods (Cappe Aspiranti) Kitchen ventilation including chimney, integrated, and built-in hoods. Features Hob2Hood automatic extraction control that syncs with compatible hobs. For Italian consumers outfitting residential kitchens.
• Dishwashers (Lavastoviglie) Freestanding and built-in dishwashers including Series 600, 700, and 800 models. Features SatelliteClean, SprayZone, and ComfortLift technologies. For Italian households replacing or installing dishwashers.
• Fridge-Freezers (Frigocongelatori) Refrigeration units including freestanding, built-in, and side-by-side configurations. Features TwinTech Total No Frost, GreenZone, AI CoolAssist, and Cooling 360 technologies. For Italian households' food storage needs.
• Washing Machines (Lavatrici) Front-loader, top-loader, built-in, and compact washing machines. Part of the PerfectCare line with UltraCare technology for effective stain removal at low temperatures. For Italian households doing laundry.
• Tumble Dryers (Asciugatrici) Heat pump, vented, and condenser dryers including PerfectCare 800 and 900 series. Features DelicateCare, CycloneCare, and SmartSense systems for fabric protection. For Italian households needing drying performance and energy efficiency.
• Vacuum Cleaners (Aspirapolvere) Stick vacuums, canister vacuums, and robotic vacuums including Pure Q9, Pure F9, Pure D9, and Pure i9.2 models. Features Wet&Dry and cordless technologies. For Italian consumers' floor-cleaning needs.
• Air Conditioners (Condizionatori) Portable air conditioners for room cooling including Series 600 and 700 models with BTU 9000 ratings. For Italian consumers' room climate comfort.
• Air Purifiers (Purificatori d'Aria) Air treatment devices including Pure A9 and Oxygen purifiers that monitor air quality, reduce pollen and pollution, and track filter status. For Italian households concerned with indoor air quality.
• Small Kitchen Appliances (Piccoli Elettrodomestici) Countertop appliances including kettles, air fryers, blenders, coffee makers, planetary mixers, hand mixers, slow cookers, and toasters. For Italian household cooking and beverage preparation.
• PerfectCare Collection Premium laundry care line including washing machines, tumble dryers, and washer-dryers. Features UltraCare, DelicateCare, CycloneCare, and SmartSave technologies for fabric protection and energy savings. For households prioritizing garment care.
• SaphirMatt Induction Hobs Induction hobs with special matte surface coating offering up to 10 times scratch resistance. Resistant to fingerprints with minimalist design. Award-winning materials. For households seeking durable, easy-to-clean induction hobs.
• Delivery and Installation Services Home delivery Monday through Saturday with 30-minute advance appointment scheduling. Includes professional installation, old appliance removal (RAEE), and 20-day return policy. Available to Electrolux Italia customers purchasing major appliances.
• CashBack Promotion Promotional cashback program offering up to €300 refund on selected products, running from 1 April to 10 October 2026. Available to Italian consumers purchasing qualifying Electrolux appliances.
• Extended Warranty and Repair Services Extended warranty programs (Protezione Extra, Riparazione a Prezzo Fisso Extra) and repair services for out-of-warranty Electrolux appliances, delivered via the Italian service center network with professional technicians.
• Spare Parts and Accessories Shop Sales of accessories, spare parts, filters, cleaning products, and appliance-specific consumables via shop.electrolux.it. For Electrolux appliance owners needing replacement parts and accessories.
• Pure Q9 Cordless Vacuum Cleaner Pure Q9 2-in-1 cordless stick vacuum cleaner designed for effortless cleaning with elegant, silent operation that blends with modern home interiors.
• Pure i9.2 Robot Vacuum Cleaner Triangular-shaped robotic vacuum cleaner with laser technology and 3D camera. Features autonomous mapping, adaptive cleaning, and Pure i app with up to 3 floor plan storage.
• PizzaExpert Multifunction Oven Multifunction oven designed for home pizza making, claims to produce restaurant-quality pizza in just 2.5 minutes. Part of the steam oven product line. For Italian households seeking authentic home pizza cooking.

Quantifiable outcome

• Scratch resistance up to 10 times greater than standard glass ceramic hobs (SaphirMatt)
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability10 records

Feature20 records

Partnerships

Eight partnerships are on record, tiered core, strategic and minor.

• Google (Google Assistant)coreTechnology or IntegrationElectrolux connected appliances integrate with Google Assistant for voice control. Users can control washing machines, dryers, and washer-dryers using voice commands through Google smart speakers or smartphones, enabling hands-free operation even when away from home.
• Amazon (Alexa)coreTechnology or IntegrationAlexa integration enables voice control of compatible Electrolux appliances for hands-free operation and monitoring.
• Open Connectivity FoundationcoreTechnology or IntegrationElectrolux participates in the Open Connectivity Foundation (300+ companies) dedicated to ensuring interoperability through open standards, platforms, and implementations for IoT connectivity.
• BBC (Wellness at Home Series)strategicGTM or Marketing PartnerContent partnership with BBC featuring Electrolux products in the 'Pursuit of Wellness' series showcasing how home appliances impact wellbeing. Partnership positions Electrolux as a lifestyle brand beyond traditional appliance manufacturer.
• Energy Saving TrustminorOthersYoureko energy calculator uses average usage data and lifecycle reports from the Energy Saving Trust for calculating energy costs of appliances.
• ARERA (Italian Energy Authority)minorOthersYoureko energy calculator uses Italian energy tariff data published by ARERA for accurate cost calculations.
• EurostatminorOthersYoureko energy calculator uses Eurostat electricity tariff increase projections for lifecycle cost estimation.
• GeodiscoreChannel Partner/ Reseller/ DistributorLogistics partner for home delivery of Electrolux appliances. Handles delivery scheduling, appointment management, and installation coordination.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• BSH Hausgeräte (Bosch & Siemens): Europe's largest home-appliance manufacturer (Bosch, Siemens, Neff brands) and Electrolux's most direct premium-tier competitor across kitchen, laundry and small appliances in Italy, with comparable connected-appliance ambitions and dealer footprint.
• Haier (owner of Candy Hoover): Haier acquired the Italian heritage brand Candy; resulting Hoover/Candy business is a domestic peer with deep Italian dealer presence in built-in and freestanding kitchen and laundry appliances, and increasingly a value-to-mid premium competitor to Electrolux.
• Smeg: Italian premium built-in appliance and small-domestic-appliance maker with 'Made in Italy' design-led positioning; competes with Electrolux Italia in premium ovens, hobs, fridge-freezers and countertop SDA through overlapping kitchen retail and contract channels.
• Miele: German premium built-in appliance specialist with strong presence in Italy via independent dealers; competes head-to-head with Electrolux in ovens, hobs, dishwashers, refrigeration and laundry on similar quality, durability and design-led positioning.
• Ariston Group: Italian-headquartered group (formerly Merloni/Indesit) producing Ariston, Indesit and Hotpoint-branded heating, water heating and major home appliances — a direct domestic peer selling through the same Italian dealer networks and installer channels.

Broad incumbents

• Whirlpool Corporation: Global major-appliance incumbent with historic Italian manufacturing exposure (Indesit/Indesit Company) and a broad mass-to-premium portfolio across kitchen and laundry; competes with Electrolux across the same Italian categories but at much larger overall scale.
• Samsung Electronics: Broad incumbent in consumer electronics and home appliances (ovens, hobs, fridge-freezers, washing machines, vacuums); competes with Electrolux in Italy on smart/connected appliances, leveraging greater consumer-electronics brand reach and scale.
• Arçelik (Beko, Grundig): Turkish manufacturer scaling across Europe with Beko and Grundig brands; competes with Electrolux in Italy across refrigeration, laundry and cooking with cost-advantaged positioning, including white-label manufacturing relationships that pressure Italian ASPs.
• LG Electronics: Global broad-line appliance maker with strong connected/AI appliance push; overlaps with Electrolux Italia on hobs, refrigeration, laundry and (via LG ThinQ) similar smart-home ecosystems in the Italian retail channel.

Emerging players

• iRobot: U.S.-based pure-play in robotic vacuum cleaners with advanced mapping/App ecosystem (Roomba); partial-overlap emerging competitor to Electrolux's Pure i/Pure i9.2 robot vacuum line in Italy — relevant specifically in the connected-cleaning category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCsV4lmuRhRJ-Lcm16YsH4PA
• Facebookfacebook.com/ElectroluxItalia
• Instagraminstagram.com/electrolux.italia
• Xx.com/Electrolux

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Electrolux Italia