Domestic appliances giant Electrolux Group is launching its vacuum cleaner range The Boss as a standalone floorcare brand. The value-for-money brand will be launched in stores in September.
The Boss, which aims to be an entry-level range, will have six upright and six canister cleaners and prices will range from £29 to £89. The range will include a bagless cylinder vacuum cleaner, the Cycloniclite, to meet the demand for such products.
The decision to spin The Boss off as a standalone brand comes as the company brings its core brands such as Flymo and Zanussi under the Electrolux umbrella. The Boss was launched as a sub-brand in 1999.
Patrick Le Corre, Electrolux Floorcare UK managing director, says that the Electrolux brand will continue to target the mid to upper market and with The Boss could now address a different consumer. He adds that Electrolux aims to attract consumer interest in the value category.
The Boss will be supported by Electrolux’s service and supply chain.
Electrolux products with the new “By Electrolux” strapline have been appearing in stores since Easter. The group aims to raise the profile of the Electrolux Group across all of its markets.