Electrolux Singapore
Electrolux Singapore is the Singapore subsidiary of Swedish appliance maker AB Electrolux, selling kitchen, laundry, floor-care, and air-care home appliances to residential households through its D2C website, authorized retailers, and service centers.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Electrolux Singapore does
Electrolux Singapore, legally Electrolux S.E.A. Pte Ltd (UEN 197000473M), is the Singapore operating subsidiary of Swedish multinational AB Electrolux. It sells and services a comprehensive portfolio of home appliances across four verticals — kitchen (hobs, ovens, hoods, dishwashers, refrigerators, air fryers, microwaves, coffee machines, and small appliances such as rice cookers, kettles, blenders, toasters, and mixers), laundry (washing machines, washer dryers, dryers, irons, garment steamers), floor care (vacuum cleaners), and air care (air purifiers) — targeting residential households in Singapore, with secondary emphasis on the small-space-living constraints of HDB, condo, and apartment dwellers. Product technology spans inverter-compressor refrigeration, induction cooking, heat-pump drying, and air purification, with proprietary feature families including Hob2Hood (auto-syncing hood control), UltraMix (detergent pre-mixing), 3DSense and SensiCare (sensor-based drying), AirDry (auto-door dishwasher drying), DelicateCare (fabric-specific heat-pump drying), DynamicAir (refrigerator airflow), and SenseFry/SenseBoil and PowerBoost (induction cooking), packaged under sub-brands UltimateCare (laundry) and UltimateTaste (kitchen).
The business operates a direct-to-consumer go-to-market anchored on the owned e-commerce site electrolux.com.sg, supplemented by phone-based sales and customer service, a network of authorized retail partners accessible via the "Where to buy" locator, and physical service infrastructure including a service center at 351 Braddell Road and the headquarters at 23 Rochester Park. Revenue is generated primarily through one-time hardware sales at price tiers ranging from SGD 69 (entry-level small appliances) through SGD 599–1,499 (mid-range washers, dryers, refrigerators) up to SGD 1,099–4,399 (premium built-in hobs and high-end washer dryers), with prices quoted inclusive of GST in Singapore dollars. Recurring and service revenue streams include an extended warranty program (up to 5 years, from 9 cents per day), a Levande replacement-part subscription, basic installation services bundled with delivery, and accessories and consumables across all four categories. Marketing is multi-channel across owned website content, Facebook, Instagram, YouTube, email, and seasonal promotional campaigns, with payment options including credit/debit cards and Atome three-payment installments.
The entity has no independent AI/ML capabilities disclosed; intelligence in its products is rule-based and sensor-driven rather than machine-learned, and growth depends on the parent AB Electrolux's product roadmap, brand equity, and category extensions such as the recent built-in "Framtid" kitchen range and the iF Award 2024-winning UltimateTaste 500 air fryer.
Electrolux Singapore firmographics
Firmographics- Name
- Electrolux Singapore
- Legal name
- Electrolux S.E.A. Pte Ltd
- Website
- https://electrolux.com.sg
- Company type
- Private
- Operating status
- Operating
- Short description
- Electrolux Singapore is the Singapore subsidiary of Swedish appliance maker AB Electrolux, selling kitchen, laundry, floor-care, and air-care home appliances to residential households through its D2C website, authorized retailers, and service centers.
- Ownership category
- akta.pro rank
Electrolux Singapore industry classification
Industry- Product category
- Home Appliances
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Appliance Parts, Accessories & Installation Kits Retail (CRACACAJ)
- akta.pro secondary industries
- Off-Price Small Appliances & Home Electronics Retail (CRAEACAH), Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB)
Keywords
Electrolux Singapore business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Appliance Sales: Primary revenue stream from selling home appliances including kitchen (hobs, ovens, hoods, dishwashers, refrigerators, air fryers, microwaves, coffee machines), laundry (washing machines, dryers, irons, garment steamers), floor care (vacuum cleaners), and air care (air purifiers). Products are sold as one-time purchases with prices ranging from entry-level to premium tiers.
- Accessories and Spare Parts: Revenue from consumables, replacement parts, and accessories for all appliance categories including air care, floor care, laundry care, and kitchen care products.
- Extended Warranty: Extended warranty services offering up to 5 years of coverage beyond standard warranty, providing peace of mind for appliance repairs and maintenance.
- Professional Installation Services: Basic installation services provided with product delivery, with additional fees for specialized installation needs or accessories not included with products.
- Replacement Part Subscription: Subscription service for replacement parts through Levande platform, allowing customers to receive parts as needed on an ongoing basis.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level appliances (portable induction cookers, compact dishwashers) |
| One time/ perpetual license | Pay-as-you-go | Mid-range appliances (front-load washing machines, heat pump dryers, standard refrigerators) |
| One time/ perpetual license | Pay-as-you-go | Premium appliances (built-in hobs, French-door refrigerators, high-capacity washers) |
| Subscription | Multi-year contract | Extended Warranty |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Electrolux Singapore product offering
Product offeringCore offering
Electrolux Singapore (legally Electrolux S.E.A. Pte Ltd) sells kitchen, laundry, floor-care, and air-care home appliances — including washing machines, dryers, washer dryers, hobs, cooker hoods, ovens, dishwashers, refrigerators, vacuum cleaners, air purifiers, air fryers, microwaves, and small kitchen appliances such as coffee machines, rice cookers, toasters, mixers, kettles, blenders and juicers, irons, garment steamers, and wine cabinets — directly to consumers in Singapore via its own e-commerce site and authorized retailers. Revenue is complemented by accessories/spare parts sales, professional installation, maintenance/repair services, an up-to-5-year extended warranty, and a replacement-part subscription service (Levande).
Product overview
Electrolux Singapore offers a comprehensive portfolio of home appliances organized into kitchen, laundry, floor care, and air care categories. The core product line includes washing machines, dryers, washer dryers, hobs, cooker hoods, ovens, dishwashers, refrigerators, vacuum cleaners, air purifiers, air fryers, microwaves, and small kitchen appliances. The company operates under branded product tiers including UltimateCare (premium laundry with advanced fabric care technologies like UltraMix and SensiCare) and UltimateTaste (kitchen appliances for cooking). Accessories, spare parts, and subscription services complement the product offering. Electrolux provides maintenance services, extended warranty options up to 5 years, and product registration for warranty coverage.
Differentiator
Problem solved
Functional benefit
Brands
- UltimateCare: Product line for laundry appliances including washing machines, dryers, and washer dryers featuring advanced care technologies.
- UltimateTaste
- 600 Series
- 700 Series
Products and services
- Washing Machines Front-load and top-load washing machines for residential households in Singapore, featuring UltimateCare fabric-preservation technologies such as UltraMix detergent pre-mixing and sensor-based cycle optimization. Woolmark-certified for wool garment care.
- Washer Dryers Combined washing and drying appliances offering UltimateCare technology for seamless laundry care in a single unit, aimed at households with limited space.
- Dryers Heat pump, condenser, and venting dryers equipped with SensiCare, 3DSense, DelicateCare, and Reverse Tumbling technologies for efficient and precise fabric care.
- Hobs Gas and induction cooktops for residential kitchens, featuring Hob2Hood connectivity, PowerBoost rapid heating, SenseBoil&Fry and SenseFry automated cooking sensors.
- Cooker Hoods Kitchen ventilation hoods that pair with Electrolux hobs via Hob2Hood technology to automatically adjust extraction based on cooking activity.
- Ovens Built-in and tabletop convection ovens providing multiple cooking functions including convection, grill, and baking for residential kitchens.
- Dishwashers Built-in and freestanding dishwashers with AirDry auto door-opening drying, TimeManager, XtraDry, SoftGrip, and ExtraHygiene wash functions for residential use.
- Refrigerators Multi-door, side-by-side, bottom freezer, and top freezer refrigerators featuring DynamicAir airflow, EvenTemp, TasteLockAuto, Inverter Technology, and FlexStor storage for Singapore households.
- Vacuum Cleaners Cordless, canister, and wet-and-dry vacuum cleaners with HEPA filtration for residential floor-care cleaning.
- Air Purifiers Residential air purification appliances for improving indoor air quality.
- Air Fryers
Quantifiable outcome
- Heat pump dryers use 50-60% less energy compared to conventional dryers
- +4 more outcomes
Companies that use Electrolux Singapore
Customer profileSegments2 records
Ideal customer profiles1 record
Electrolux Singapore technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Electrolux Singapore partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Electrolux Singapore competitors and assessment
Company assessmentDirect peers
- Samsung Singapore: Samsung Singapore is a direct head-to-head competitor across the full home appliance stack (refrigerators, washers, dryers, ovens, dishwashers, vacuums, air solutions), with comparable D2C website, retail partnerships, and brand-tiering. Competes on smart-home integration and aggressive promotional cycles.
- LG Singapore: LG Singapore directly competes with Electrolux across major and small appliances, including premium InstaView refrigerators, Objet Collection, and laundry pairs. Operates a similar D2C storefront with installation and warranty services in Singapore.
- Bosch Home Appliances Singapore: Bosch Home Appliances Singapore is a direct competitor in the mid-to-premium segment across laundry, dishwashers, cooking, and refrigeration, sharing the same European engineering positioning, retail partners, and target buyer (renovators, premium replacement) as Electrolux.
- Panasonic Singapore: Panasonic Singapore offers overlapping product categories including refrigerators, washing machines, microwaves, and air solutions with strong local brand recognition. Targets similar Singapore households and competes on similar price tiers with comparable warranty terms.
- Miele Singapore: Miele Singapore operates one tier above Electrolux in premium built-in kitchen, laundry, and dishwashing. Shares the same target buyer (premium renovators, landed/condo owners) and competes for built-in kitchen specification wins on new condominium projects.
- Fisher & Paykel Singapore: Fisher & Paykel Singapore competes directly in premium cooking (hobs, ovens, range hoods), refrigeration (ActiveSmart), and laundry. Strong in designer kitchen showrooms and shares Electrolux's built-in ecosystem positioning with similar price points.
- Hitachi Singapore: Hitachi Singapore is a strong direct competitor particularly in refrigerators and vacuum cleaners, with established distribution through major electronics retailers and similar Japanese/Asian quality positioning targeting the same residential households.
- Sharp Singapore: Sharp Singapore offers overlapping small and major home appliances including air purifiers (Plasmacluster technology), microwaves, and refrigerators. Competes on similar value-to-premium positioning with comparable D2C and retail distribution in Singapore.
- Dyson Singapore: Dyson Singapore directly competes in floor care (cordless vacuums) and air care (purifiers, fans) — two of Electrolux Singapore's product pillars. Operates an own-brand D2C site with similar premium positioning, design-led marketing, and physical retail presence in Singapore.
- Philips Singapore: Philips Singapore competes in overlapping categories including air purifiers, vacuum cleaners, coffee machines, garment care (steamers/irons), and small kitchen appliances. Targets similar Singapore household buyers with comparable price tiers and retailer footprint.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Electrolux Singapore social profiles
Digital presenceElectrolux Singapore financial estimates
Financial estimateRevenue estimate
Valuation estimate
Electrolux Singapore leadership team
Management profileNumber of profiles
Electrolux Singapore funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Electrolux Singapore M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Electrolux Singapore
What does Electrolux Singapore do?
Electrolux Singapore (legally Electrolux S.E.A. Pte Ltd) sells kitchen, laundry, floor-care, and air-care home appliances — including washing machines, dryers, washer dryers, hobs, cooker hoods, ovens, dishwashers, refrigerators, vacuum cleaners, air purifiers, air fryers, microwaves, and small kitchen appliances such as coffee machines, rice cookers, toasters, mixers, kettles, blenders and juicers, irons, garment steamers, and wine cabinets — directly to consumers in Singapore via its own e-commerce site and authorized retailers. Revenue is complemented by accessories/spare parts sales, professional installation, maintenance/repair services, an up-to-5-year extended warranty, and a replacement-part subscription service (Levande).
Is Electrolux Singapore a public or private company?
Electrolux Singapore is a private company. It is classified as corporate owned and is currently operating.
When was Electrolux Singapore founded?
Electrolux Singapore was founded in -1.
How does Electrolux Singapore make money?
Five revenue lines are on record. Appliance Sales are the primary driver. The others are accessories and Spare Parts, extended Warranty, professional Installation Services and replacement Part Subscription.
Who are Electrolux Singapore's main competitors?
Direct peers on record are Samsung Singapore, LG Singapore, Bosch Home Appliances Singapore, Panasonic Singapore, Miele Singapore, Fisher & Paykel Singapore, Hitachi Singapore, Sharp Singapore, Dyson Singapore and Philips Singapore.
Does Electrolux Singapore have an API?
No public API is recorded for Electrolux Singapore.
What industry is Electrolux Singapore in?
Electrolux Singapore's product category is Home Appliances. Its primary akta.pro industry code is CRACACAJ, Appliance Parts, Accessories & Installation Kits Retail, with a secondary code of CRAEACAH, Off-Price Small Appliances & Home Electronics Retail. Its NAICS code is 449 and its SIC code is 5700.