Electrolux to grow locally

Sevgi Sayar Başaran ISTANBUL/Radikal

Household appliance giant Electrolux is plans to increase its investments in Turkey, especially its retail presence in Anatolia, due to the economic crisis in Europe.

Electrolux, which has been active in the Turkish market since 1993, had cut back its operations in the country following Turkey’s 2008 economic recession. Now, however, Electrolux’ Turkish management plans to revamp the brand’s local image and expand in Anatolia. The company has made this decision based on its impressive sales and turnover in 2011.

“In 2011 Turkey’s household appliance sector grew 20 percent, and Electrolux was able to achieve a 14 percent increase in its turnover and a 15-16 percent growth in profits,” said Electrolux Turkey’s general manager Figen Gözübüyük.

Gözübüyük explained that the company wants to make Electrolux products more accessible, by changing the perception that the brand is expensive and high-end. Electrolux plans to focus on promoting its well-known AEG brand in Turkey.