Electrolux reshuffles marketers

Electrolux, the domestic goods company, has restructured its marketing team ahead of a demerger of its outdoor products division early next year.

The company has separated the marketing for outdoor and home products. As a result, Andy Mackay, brand and marketing director for outdoor and home products, has moved to the same role for major appliances in the UK. Rachael Thomson, the former Flymo marketing manager, has been promoted to head of marketing services for the outdoor division.

Mackay was promoted into the new role of brand and marketing director in 2003 (MW June 19, 2003) as part of the company’s co-branding strategy. The changes have seen the company introduce the strapline “By Electrolux” to a range of its products, including Zanussi and Flymo.

It is not clear how the decision to spin off the outdoor division, which includes Flymo and Husqvarna, will affect the co-branding that has already been carried out.

The reorganisation of Electrolux’s brands in the middle to upper segment of the market has allowed the company to launch standalone brands such as value-for-money range The Boss.

Electrolux, which is based in Stockholm, announced in February that it was undergoing a restructure that includes a review of its production. It is likely that the company will relocate a majority of its factories to lower-cost countries to allow it to stay competitive.