Electrolux S.E.A Pte Ltd

What Electrolux S.E.A Pte Ltd does

Electrolux S.E.A Pte Ltd is the Singapore-registered Southeast Asia subsidiary of AB Electrolux (publ), the Swedish multinational home appliances group listed on Nasdaq Stockholm (ticker ELUXB) and founded in 1919. The entity operates the Electrolux Singapore business at electrolux.com.sg, distributing a comprehensive home appliance portfolio across kitchen (hobs, ovens, microwaves, cooker hoods, dishwashers, air fryers, small appliances), laundry (washing machines, washer dryers, dryers, irons, garment steamers), refrigeration, floor care (vacuum cleaners), and air care (air purifiers). Core proprietary technologies include Hob2Hood automated hood-to-hob interoperability, induction cooking optimized for tropical climates, heat pump drying with 50% energy savings versus traditional dryers, Reverse Tumbling Technology, AirFry mesh-based cooking, inverter microwave technology, Sensor Dry automation, and Freshtaste Deodoriser in refrigerators. The product range is tiered across numbered series (300/500/700/800/900) under sub-brands including UltimateTaste, UltimateCare, and PureD8.2.

The business operates a multi-channel go-to-market combining direct-to-consumer e-commerce via electrolux.com.sg, retail store partnerships with a store-finder tool, phone ordering, and a service center at 351 Braddell Road supporting aftersales, maintenance, repairs, and warranty registration. Revenue is generated primarily through one-time appliance sales denominated in Singapore Dollars inclusive of GST, supplemented by recurring revenue from extended warranty subscriptions offering up to five years of coverage from 9 cents per day, and a replacement part subscription service. Pricing spans entry-level through premium tiers (e.g., SGD 359 top-load washer to SGD 1,999 80cm SenseBoil&Fry induction hob), with 0% installment plans and a buy-now-pay-later partnership with Atome enabling three interest-free payments.

Customer segments are weighted toward residential Singapore households seeking appliances suited to compact living spaces and tropical climate conditions, with a secondary professional-kitchen positioning leveraging the parent group's claimed trust among 40% of Michelin restaurants globally. Marketing is conducted through content (buying guides, how-to videos, blog), organic social (Facebook, YouTube, Instagram), email/newsletter campaigns with discounts up to 58%, and promotional bundling. The Singapore entity is small in headcount but backed by the parent group's 90-year heritage, over 60 million appliances sold annually, and operations across 150+ countries, with the Singapore business actively launching new product lines and subscription services in 2024 including the iF Award-winning UltimateTaste 500 air fryer.

Name

Electrolux S.E.A Pte Ltd

Legal name

Electrolux S.E.A Pte Ltd

Website

https://electrolux.com.sg

Company type

Public

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

Electrolux S.E.A Pte Ltd is the Singapore subsidiary of AB Electrolux, distributing a full portfolio of home appliances — kitchen, laundry, refrigeration, floor care, and air care products — to Singapore residential consumers and professional kitchens via DTC e-commerce, retail partners, and an aftersales service center.

Ownership category

akta.pro rank

Product category

Home Appliances

NAICS

Electronics and Appliance Retailers (44921), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

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

akta.pro primary industry

Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB)

akta.pro secondary industries

Appliance Parts, Accessories & Installation Kits Retail (CRACACAJ), Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF), Personal Comfort & Air Treatment Appliances Retail (Fans, Heaters, Humidifiers, Purifiers) (CRACADAI)

Keywords

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

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Home Appliance Sales: Electrolux generates revenue primarily through the direct sale of home appliances including cooking appliances (hobs, ovens, microwaves, air fryers), refrigeration (fridges and freezers), laundry (washing machines, dryers, washer dryers), floor care (vacuum cleaners), and air purifiers. Products are sold through the electrolux.com.sg e-commerce platform and through retail store partners. The company also offers extended warranty plans as an additional revenue stream.
2. Extended Warranty: Electrolux offers extended warranty plans providing up to 5 years of coverage at competitive pricing (from 9 cents per day), creating an additional recurring service revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Electrolux S.E.A Pte Ltd sells the Electrolux brand's portfolio of home appliances directly to Singapore consumers through its e-commerce platform, retail store partners, and phone ordering. The product range spans kitchen appliances (hobs, ovens, cooker hoods, refrigerators, dishwashers, microwaves, air fryers, coffee machines, rice cookers), laundry appliances (washing machines, dryers, washer dryers, irons, garment steamers), vacuum cleaners, and air purifiers, alongside extended warranty, maintenance, and replacement part subscription services. The company is the Singapore operating subsidiary of the publicly listed AB Electrolux Group.

Product overview

Electrolux S.E.A Pte Ltd offers a comprehensive portfolio of home appliances organized into kitchen, laundry, floor care, and air care categories. The product lineup includes major appliances (washing machines, dryers, washer dryers, hobs, cooker hoods, ovens, microwaves, dishwashers, refrigerators) and small kitchen appliances (coffee machines, rice cookers, toasters, mixers, kettles, blenders, air fryers). Products are branded under series names including UltimateCare (laundry), UltimateTaste (kitchen cooking), and numbered series (300/500/600/700/800/900) indicating tier levels. The company also provides after-sales services including extended warranties, maintenance services, and replacement part subscriptions. The product ecosystem features Hob2Hood technology enabling induction hobs to automatically control compatible cooker hoods.

Differentiator

Problem solved

Functional benefit

Brands

• UltimateTaste: Premium product line featuring cooking appliances, air fryers, and kitchen appliances
• UltimateCare
• PureD8.2
• SenseBoil&Fry
• Hob2Hood

Products and services

• Washing Machines & Washer Dryers Front-load and top-load washing machines and combined washer dryers in UltimateCare 300, 500, 700 and 800 series with capacities from 6kg to 11kg wash/dry, for Singapore households.
• Dryers Heat pump and vented dryers including UltimateCare 300 series 8kg heat pump dryer with Reverse Tumbling Technology and Sensor Dry, for Singapore households.
• Hobs (Stoves) Induction and gas hobs in 60cm and 80cm models with SenseBoil&Fry technology and Hob2Hood connectivity, designed for Singapore kitchens.
• Cooker Hoods Chimney, pull-out, and slimline cooker hoods in UltimateTaste 300-900 series with extraction rates up to 1850 m3/hr, compatible with Hob2Hood.
• Ovens Built-in and freestanding ovens ranging from 56L to 65L capacity in 300-700 series with convection and steam functions, including the new Framtid built-in kitchen range.
• Microwaves Freestanding and built-in microwaves from 20L to 30L capacity with inverter technology, grill, and convection functions.
• Dishwashers Compact and full-size dishwashers with 8-16 place settings in UltimateCare 300 series.
• Refrigerators Top-freezer, bottom-freezer, side-by-side and French-door refrigerators in 400-620L capacity range with Freshtaste Deodoriser technology.
• Air Fryers 6.8L UltimateTaste 500 air fryer with AirFry technology for less oil cooking, winner of iF Award 2024.
• Vacuum Cleaners Cordless, wet/dry, and bagged vacuum cleaners including 500-700 series with All-in-1 station, including the PureD8.2 silence bagged line.
• Air Purifiers Air purifiers for home air care with various filtration capabilities for managing haze and indoor air quality.
• Coffee Machines Coffee machines for home use as part of small kitchen appliances.
• Rice Cookers Rice cookers for home kitchen use.
• Toasters Toasters for home breakfast preparation.
• Electric Kettles Electric kettles for home kitchen use.
• Blenders & Juicers Blenders and juicers for home kitchen food preparation.
• Mixers Mixers for home kitchen food preparation.
• Irons & Garment Steamers Irons and garment steamers for home laundry care and wrinkle removal.
• Wine Cabinets Wine storage cabinets for beverage cooling at home.
• Extended Warranty Subscription-style extended warranty service offering up to 5 years of coverage for home appliances, from 9 cents per day.
• Maintenance Services Professional maintenance and repair services for Electrolux appliances.
• Replacement Part Subscription Subscription service for scheduled replacement parts delivery for Electrolux appliances.

Quantifiable outcome

• Heat pump dryers are 50% more energy saving compared to traditional dryers
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• AtomeminorGTM or Marketing PartnerAtome is a buy-now-pay-later payment partner enabling Electrolux customers to split purchases into 3 interest-free payments (e.g., $106.33 x 3 payments for cooker hoods), making higher-priced appliances more accessible to consumers.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Samsung: Global electronics and home appliance manufacturer with major Singapore presence across refrigeration, laundry, cooking, vacuum cleaners, and air care, directly overlapping Electrolux's full appliance portfolio with both D2C e-commerce and retail distribution in Singapore.
• Whirlpool: Major global home appliance manufacturer with overlapping kitchen and laundry offerings across international markets, comparable product breadth, brand-led retail strategy, and shared dependency on major-appliance replacement cycles.
• Bosch Home Appliances (BSH Hausgeräte): Premium German home appliance brand with strong Singapore retail presence across hobs, ovens, dishwashers, refrigeration, and laundry, closely comparable on premium positioning, technology differentiation, and retail channel strategy.
• SMEG: Italian premium design-forward appliance brand with refrigeration, cooking, and small kitchen appliances, comparable premium design language and targeting of design-conscious consumers in the Singapore market.
• Miele: Premium German home appliance brand with strong positioning in cooking, laundry, and floor care, with a Singapore local presence (Miele Experience Center), comparable premium design language and targeting of design-conscious consumers.
• Haier: Chinese mass-market home appliance manufacturer with global distribution including washing machines, refrigeration, and cooking categories, a direct competitor at the value tier with increasingly aggressive premium ambitions in SEA markets.
• Dyson: Premium British home appliance brand with strong direct presence in vacuum cleaners, air purifiers, and personal care, directly overlapping Electrolux's floor care and air care categories with comparable premium-positioned D2C strategy in Singapore.
• Hisense: Chinese appliance and electronics manufacturer expanding internationally across kitchen and laundry appliances, a direct competitor in the mass-market tier with growing brand presence in Singapore and SEA retail channels.
• LG Electronics: Multi-category home appliance and electronics brand selling refrigerators, washing machines, cooking appliances, and air care in Singapore, with comparable premium technology positioning (inverter, AI/ThinQ smart features) and omnichannel go-to-market strategy.

Broad incumbents

• Panasonic: Diversified Japanese electronics and appliance manufacturer with broad portfolio including home appliances, components, and B2B solutions, overlapping on appliance categories but operating across a much larger portfolio than Electrolux S.E.A.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCSG6glspxVsKocAg9LDkIfg
• Facebookfacebook.com/electroluxsingapore
• Instagraminstagram.com/electrolux_singapore
• LinkedInlinkedin.com/company/electrolux-s.e.a-pte-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 S.E.A Pte Ltd