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For Immediate Release

Date: 10 Apr 2012
Contact: Bill McLaughlin

Electrolux and Artisan Agreement Marks First Step in North American Licensing Program

Chicago, IL --The launch at this year’s Kitchen and Bath Show of a high-end line of Frigidaire sinks and faucets by Artisan Manufacturing marks a milestone for a business model that Electrolux is now bringing to North America: brand licensing.

Found primarily in the entertainment business, corporate brand licensing differs from OEM manufacturing in the way it gives responsibility for the brand to the licensee.  Manufacturing, product quality, distribution, and marketing are all managed, for the most part, by the licensee.  Given that a company’s brands are its most important asset, many corporations are reluctant to let these critical responsibilities out of their own hands.  Electrolux is an exception.

That is because many of Electrolux’s brands have been in the licensing arena for decades outside North America and know how to manage the delicate balance of brand development with other companies.  That is also why in 2007 Electrolux created the division it calls Electrolux Global Brand Licensing (EGBL) and put it under the watchful guidance of Matt Young, a man who has years of experience with licensing internationally.

"We’ve been in the licensing business for decades, but we have a select number of licensees," said Young.  “That’s because our brands are vital to the company’s success, so we’re extremely careful about choosing our Brand Partners (EGBL’s term for its licensees).  And while we give a wide latitude of responsibility to our Brand Partners, we are also very active in the development process."

Artisan, according to Young, is the kind of partner that meets Electrolux’s stringent criteria. “They have a proven track record, high quality products, and very capable management.” 

Artisan also has the distinction of being one of the first Brand Partners in Electrolux’s new strategy to bring its licensing program into North America.  “We’ve been active in Europe, the Far East, and Middle East,” continued Young, “but in the field of corporate brands, this business model is not commonly found in the US, Canada, or Mexico, so we’re very excited about the possibilities.” 

Young and his team, based in Charlotte, NC, are now beginning to offer this interesting and “new” business model to select companies in categories that complement Electrolux’s major product lines.  “Electrolux owns a number of familiar brands in addition to Frigidaire – Eureka, Tappan, and Kelvinator to name just a few,” asserted Young, “and we’re looking to extend those brands into related fields.  However, we are open to discussing brand licensing with companies that have a good product, a solid business plan, and a clear understanding of the intrinsic value of a brand, like Artisan.”

For its part, Artisan’s COO, Joe Amabile, looks forward to working with Electrolux Global Brand Licensing.  “We jumped at the idea of working with a first-rate company like Electrolux,” said Amabile, “and we think the brand partnership will be a great way to benefit both companies.”

Companies seeking a similar brand partnership might wish to take the opportunity to speak to the Director of Electrolux Global Brand Licensing, Paul Sammons, who will be at the Artisan booth (711) for most of the KBIS show.  Interested parties can also check out the EGBL website at www.electrolux.com/licensing.

Media contact:Bill McLaughlin
Email: egblicensing@gmail.com
724-719-0426

Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year. The company focuses on innovative products that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing machines, cookers, air-conditioners and small appliances such as vacuum cleaners sold under esteemed brands like Electrolux, AEG, Eureka and Frigidaire. In 2010 Electrolux had sales of SEK 106 billion and 52,000 employees. For more information go to www.electrolux.com/press and www.electrolux.com/news.

Electrolux Global Brand Licensing has been in the licensing business for over 40 years and is present in 75 countries, with more than 100 brand partners, generating over $2.7 billion in annual sales under its brands.

This Article was published on 10 Apr 2012.

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