Electrolux Global Brand Licensing expand in the Green Energy sector by signing LED light contract

Posted December 20, 2011

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Electrolux Global Brand Licensing and Elec Tech International has signed a licensing contract for the brand AEG in the LED Light bulbs category for consumers. The licensing contract increases the presence of the AEG brand in the Green Energy sector. Since AEG is included in the Electrolux brand portfolio, it also generates brand awareness for Electrolux.

With products such as inverters for solar parks and turbines for wind energy, Electrolux Global Brand Licensing adds another licensee in the Green Energy sector. The new Licensing contract is another step in Electrolux strategy to grow its brand presence in the Green Energy Sector while supporting the Group’s sustainability ambitions.

Elec Tech International (ETI), based in Hong Kong and China, plans to invest heavily in the Green Energy sector, with a focus on manufacturing of LED lighting. The company has built a new production facility in China and brought in engineering expertise from South Korea, Japan and the US – today’s world leading nations within LED technology.

Through this license agreement, the brand AEG will play the leading role in the high end range of the consumer LED light bulb market. The first AEG LED bulbs are expected to reach the market in the beginning of 2012. This launch will bring a historic twist to the 125 year anniversary of the AEG brand. When AEG was founded in 1887, it initially manufactured light bulbs. In fact, Electrolux has a similar origin. Lux was one of the companies merging to form Electrolux in 1919. Before entering vacuum cleaner manufacturing Lux specialized on manufacturing kerosene lamps.

The agreement has been signed at an official signing ceremony and press launch of the AEG LED in Beijing, China. Jonas Anderson, Director Business Development and Finance at Electrolux Global Brand Licensing, officially signed the licensing contract with ETI. Among the attendees were several industry experts and representatives for three major industrial areas of China where ETI will invest in R&D and manufacturing.

For more information about Electrolux Global Brand Licensing visit www.brandlicensing.electrolux.com. For media inquiries contact Electrolux Media Hotline on +46 8 657 65 07.

Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year. The company focuses on innovative products that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing machines, cookers, air-conditioners and small appliances such as vacuum cleaners sold under esteemed brands like Electrolux, AEG, Eureka and Frigidaire. In 2010 Electrolux had sales of SEK 106 billion and 52,000 employees. For more information go to www.electrolux.com/press and www.electrolux.com/news.

Electrolux Global Brand Licensing group have been in the licensing business for over 40 years and are present in 75 countries, with more than 100 brand partners, generating over $2.5 billion in annual sales under our brands.