Your article, Electrolux takes on the outdoors (MW last week), is correct to highlight the importance we place on the new Automower as an icon product, and as a supporting pillar for our plans to strengthen the Electrolux brand.
This strategy of building the Electrolux name across all of our business sectors is one that we have put at the core of the group’s ambitions. However, this does not in any way come at the expense of the strong brands we have in place within the group. Flymo enjoys a market share of more than 50 per cent in the UK. We continue to invest heavily in the brand, as you will see with the new television campaign that breaks this week. All this hardly makes Flymo a candidate for phasing out!
UK brand and marketing director