Electrolux Home

What Electrolux Home does

Electrolux Home is a Swedish franchise chain (legal entity: Electrolux Hemprodukter AB) wholly owned by the Electrolux Group, operating 20 physical retail stores across Sweden plus an e-commerce site. It sells custom-designed kitchens under its proprietary JKE Nordic Kitchen Design brand (manufactured in Denmark using certified sustainable wood, water-based finishes, and 100% renewable energy), alongside a multi-brand appliance portfolio drawn from Electrolux, AEG, and Smeg — covering refrigeration, laundry, dishwashing, cooking, and specialty items like wine coolers and barista cabinets.

The core technology stack combines proprietary cabinet manufacturing with branded appliance features (e.g., AEG 3DScan, SoftWater, SprayZone, NoFrost, Smeg's 50's Style design language) and a fully equipped in-store demonstration infrastructure. Customer experience is anchored by free in-person 3D kitchen planning consultations, with home-visit service within a 50km radius of each store and professional installation delivered by company-employed craftsmen.

Electrolux Home operates a hybrid direct-to-consumer plus B2B/enterprise go-to-market model. Consumer revenue comes from one-time full-project kitchen sales (typical ticket 100,000-300,000 SEK), separate appliance purchases (11,495-52,995 SEK unit price ranges), and storage solutions, often financed through an embedded partnership with LF Finans (25,000-350,000 SEK loans, up to 144 months). Enterprise revenue is generated through a dedicated sales team serving hotels, restaurants, real estate developers, and elder-care facilities at volume pricing. Customer segments are heavily skewed to residential homeowners, with 25-year functional warranties on JKE kitchens and 5-year warranties on appliances reinforcing long-tail service relationships.

Name

Electrolux Home

Legal name

Electrolux Hemprodukter AB

Website

https://electroluxhome.se

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Electrolux Home is a wholly-owned Swedish franchise of the Electrolux Group operating 20 stores across Sweden, selling custom JKE Nordic kitchens and appliances from Electrolux, AEG, and Smeg to residential homeowners and enterprise clients, with in-house design, installation, and consumer financing via LF Finans.

Ownership category

akta.pro rank

Product category

Home Appliances and Kitchen Furniture

NAICS

Furniture and Home Furnishings Retailers (4491), Electronics and Appliance Retailers (4492)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industries

Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG), Smart Appliances & Connected Kitchen/Laundry Retail (CRACAGAG)

Keywords

• Custom kitchen design
• Home appliances retail
• Kitchen installation services
• Storage solutions
• Nordic kitchen furniture

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Kitchen Sales and Installation: Custom kitchen sales including JKE Nordic Kitchen Design cabinetry, countertops, and accessories. Full installation services available through company-employed craftsmen covering demolition, assembly, electrical, plumbing, flooring, and painting.
2. Appliance Sales: Sales of major appliances from Electrolux, AEG, and Smeg brands including refrigerators, freezers, washing machines, dryers, dishwashers, ovens, hobs, and hoods.
3. Consumer Financing: Partnership with LF Finans providing kitchen loans ranging from 25,000 SEK to 350,000 SEK with terms up to 144 months. Electrolux Home earns referral/financing fees through this partnership.
4. B2B/Enterprise Sales: Sales to hotels, real estate companies, restaurants, and care facilities with dedicated account management and volume pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Electrolux Home sells custom-designed Nordic kitchens under the JKE brand (manufactured in Denmark), major household appliances from Electrolux, AEG, and Smeg, and custom storage/wardrobe systems, with bundled design, installation, and financing services. The company operates 20 retail stores across Sweden complemented by an e-commerce channel, offering free kitchen planning, 3D visualization, and full-service installation by in-house craftsmen.

Product overview

Electrolux Home is a Swedish franchise chain owned by Electrolux, offering a comprehensive range of home products centered around custom-made kitchens under the JKE Nordic Kitchen Design brand and major appliances from Electrolux, AEG, and Smeg. The JKE kitchen collection includes multiple cabinet series (Nordic Studio, Nordic Craft, Nordic Cubic, Nordic Vintage, Nordic Multifront, Nordic One, Nordic Woodlands) featuring Scandinavian design, sustainable materials certified from well-managed forests, and 25-year functional warranties. The appliance portfolio spans refrigerators, freezers, washing machines, dryers, dishwashers, ovens, induction hobs, cooker hoods, wine coolers, and specialty products like barista cabinets. Major brands include AEG (featuring WiFi-connected 9000 Series appliances with AbsoluteCare technology), Smeg (known for iconic 50's retro design appliances and professional-grade products), and Electrolux. The company also offers kitchen financing services through LF Finans and comprehensive kitchen planning installation services.

Differentiator

Problem solved

Functional benefit

Brands

• JKE Nordic Kitchen Design: A kitchen brand featuring Nordic design, custom cabinetry, and furniture manufactured in Denmark with sustainable materials and craftsmanship.

Products and services

• JKE Nordic Kitchen Design Custom-made Nordic-design kitchen cabinetry manufactured in Denmark with certified wood from sustainable forests, water-based paints and lacquers, and production powered by 100% renewable energy. Includes multiple cabinet series (Nordic Studio, Nordic Craft, Nordic Cubic, Nordic Vintage, Nordic Multifront, Nordic One, Nordic Woodlands) with a 25-year functional warranty on hinges, doors, and cabinets.
• AEG TR956P95C Heat Pump Dryer Premium 9000 Series heat pump tumble dryer with 3DScan moisture-detection technology, AbsoluteCare system, WiFi connectivity, 9kg capacity, and up to 40% energy savings versus conventional dryers.
• AEG LR956SY6C Washing Machine Premium 9000 Series washing machine with AbsoluteCare and SoftWater mineral-filtration technology that prevents color fading, with WiFi connectivity, 11kg capacity, and steam functions.
• AEG FSK93717P Dishwasher 8000 Series built-in dishwasher with SprayZone technology offering up to three times better cleaning capacity, XXL capacity with 15 place settings, and QuickSelect controls.
• AEG ORK6D391EX Refrigerator 6000 Series refrigerator with DynamicAir technology providing constant airflow for stable temperature throughout, OptiSpace storage, electronic temperature control, and 395L capacity.
• AEG OAG6N281EX Freezer 6000 Series No Frost freezer with FrostMatic quick-freeze function, electronic controls with LED display, and a 10-year compressor warranty.
• Smeg FAB28RDRB5 Refrigerator 153cm 50's Style retro refrigerator with freezer compartment, MultiFlow cooling system, Lifeplus 0°C zone, and LED lighting.
• Smeg SFP750POPZ Oven 70L built-in oven from Smeg's Cortina collection featuring pyrolytic self-cleaning, rotating grill spit, integrated pizza stone, and 5 cooking levels.
• Smeg C92IPX2 Induction Range Cooker 90cm induction range cooker with dual ovens, 4-glass door, pull-out rails, pyrolytic cleaning, catalytic converter, and Multizone function.
• Smeg SI364BM Induction Hob 60cm induction cooktop with stainless steel controls, black glass ceramic surface, and 4 induction cooking zones with booster.
• Smeg KD90HXE Cooker Hood 90cm wall-mounted extractor hood from Smeg Classic series with 3 speeds including intensive mode, dishwasher-safe stainless steel grease filters, and A+ energy rating.
• Smeg SCV115G Wine Cooler 185cm wine cooler with capacity for 197 bottles (0.75L), UV-protective glass, LED lighting, two temperature zones (5-22°C), 6 adjustable wooden shelves, and anti-vibration compressor.
• Smeg SBC4304X Blast Chiller 45cm professional-grade blast chiller adapted for consumer use, enabling rapid food cooling without crystallization.
• Smeg STL323BQLH Dishwasher 60cm integrated dishwasher with Flexifit 3 baskets, FlexiDuo cutlery drawer, and capacity for up to 14 place settings, featuring various wash programs and low noise levels.
• Barista Cabinet Custom-designed cabinet solution for coffee stations featuring integrated space for espresso machine, coffee grinder, cups, and beans with smart storage.
• Kitchen Planning Service Free kitchen design consultation with professional kitchen planners, including 3D visualization, material selection assistance, and full installation services. Available in-store or as a home visit within 50km of any of the 20 retail locations.
• Storage Solutions Custom wardrobe and storage systems including sliding-door wardrobes for the whole home and laundry room planning services.
• Kitchen Loan (Kökslånet) Financing Service Consumer financing solution offered in partnership with LF Finans for kitchen and storage purchases, providing loans from 25,000 SEK to 350,000 SEK with repayment periods up to 144 months and current interest rate of 7.95% (April 2025). Includes promotional 36-month interest-free financing for JKE kitchen purchases.

Quantifiable outcome

• 25-year functional warranty on JKE kitchens covering hinges, doors, and cabinets
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• JKE Nordic Kitchen DesigncoreStrategic or Co-development PartnerJKE Nordic Kitchen Design is Electrolux Home's proprietary kitchen brand, manufactured in Denmark. Features Nordic design, certified sustainable wood, water-based finishes, and production using 100% renewable energy.
• ElectroluxcoreChannel Partner/ Reseller/ DistributorElectrolux is the parent brand providing appliances to Electrolux Home stores. World-leading appliance manufacturer with 130+ years of heritage in home products.
• AEGcoreChannel Partner/ Reseller/ DistributorAEG is a premium appliance brand sold through Electrolux Home. Offers intelligent appliances with advanced technologies including 3DScan, SoftWater, and NoFrost features.
• SmegcoreChannel Partner/ Reseller/ DistributorItalian appliance manufacturer with 65+ years of experience. Smeg products sold through Electrolux Home include iconic 50's retro style refrigerators, professional ranges, and designer kitchen appliances. Headquarters in Guastalla, Northern Italy.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• IKEA: The dominant kitchen retailer globally and in Sweden. IKEA competes directly with Electrolux Home on complete kitchen solutions (cabinetry + appliances + installation), though at lower price points and with broader product range. Its scale, brand recognition, and digital design tools make it Electrolux Home's largest competitive threat.
• Kvik: Danish-headquartered kitchen retailer with showrooms across Northern Europe. Kvik competes directly with Electrolux Home on custom-designed kitchens, offering Scandinavian design, showroom-based consultation, and installation services at mid-to-premium price points.
• HTH Kök: Nordic kitchen retail specialist owned by Nobia, with strong presence in Sweden and Denmark. HTH operates dedicated kitchen showrooms with custom design and installation services — a directly comparable business model to Electrolux Home's JKE Nordic Kitchen Design offering, serving similar premium-conscious homeowners.
• Epoq: Swedish kitchen retailer offering custom kitchens, storage solutions, and installation services. Epoq operates showroom-based sales similar to Electrolux Home, targeting Swedish homeowners seeking Scandinavian-designed kitchen solutions.
• Marbodal: Swedish kitchen cabinet manufacturer and retailer with strong heritage. Marbodal supplies cabinetry through dealer networks and competes directly with JKE Nordic Kitchen Design in the Swedish kitchen cabinetry and custom kitchen space.
• Ballingslöv: Swedish kitchen and interior manufacturer with retail presence. Ballingslöv produces and sells custom kitchens, wardrobes, and storage solutions through its own showrooms and dealers, comparable to Electrolux Home's kitchen and storage offerings.

Regional players

• Mobalpa: French kitchen and bathroom retailer with European showroom network. Mobalpa operates on a comparable franchise/showroom model selling custom kitchens and appliances with design consultation, though focused primarily on France and adjacent markets rather than Sweden.
• Schmidt Groupe: French-German kitchen retailer with European network of showrooms. Schmidt operates a comparable kitchen showroom + design consultation + installation model to Electrolux Home, focused on European markets outside Sweden but similar mid-premium positioning.

Broad incumbents

• Howdens Joinery: UK-listed kitchen and joinery products supplier operating thousands of trade-focused depots. While primarily UK-focused, Howdens represents the broader 'kitchen specialist retailer' category at scale and offers a benchmark for multi-brand kitchen retail economics and direct-to-trade distribution.
• Nobia: Sweden-listed European kitchen manufacturer and parent of HTH, Magnet, and other kitchen brands. Nobia is a direct competitor through its subsidiaries and represents the broader 'kitchen specialist' category with European scale in both manufacturing and retail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/electrolux-home

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 Home