Electrolux elevates British floorcare boss to Euro role

Domestic appliances giant Electrolux has promoted floorcare UK managing director Patrick Le Corre to pan-European vice-president of marketing for floorcare.

Le Corre takes over from Hans El Daley, who had been filling the post temporarily. El Daley has moved to an undisclosed role at Electrolux. Le Corre has been replaced in the UK by floorcare head of sales Nick Munton.

Le Corre has run Electrolux’s UK floorcare division for two years. Before that, he was employed in the company’s small domestic appliances division in France. Before joining Electrolux, he worked for United Biscuits.

During Le Corre’s tenure in the UK, Electrolux launched the first robotic vacuum cleaner, the £1,000 Trilobite, which navigates around a room by itself. Last year, it also launched its The Boss range as a standalone value-for-money brand, in order to concentrate the Electrolux brand on the middle to upper section of the market (MW July 31, 2003).

Electrolux has implemented a co-branding strategy over the past two years, introducing the “By Electrolux” line on a number of sub-brands such as Flymo and Zanussi.

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