STOCKHOLM, Sweden–Electrolux said it plans to use the upcoming International Licensing Expo to ramp up its licensing efforts in the United States.
The global home-appliances manufacturer—which formed Electrolux Global Brand Licensing three years ago—will offer opportunities for well-known U.S. brands such as Philco, Tappan, Eureka, Kelvinator and Frigidaire. It will also highlight some of its European brands, including AEG, Zanker, Zanussi, Corberro and Arthur Martin. Thus far, the licensing unit has aligned with 110 licensing partners in 75 countries, a company statement said, covering products in the telecommunications, power-solutions, consumer-electronics and home-comfort categories.
Matthew Young, head of Electrolux Global Brand Licensing, said that while some of these brands have been active in licensing since the early 1970s, Electrolux is looking to extend these brands into new channels that fit their personality. Along with the standard licensing contract and quality-control process, the licensing unit has developed a communication strategy for its brand partners, which includes a process to align brand images across different product categories.