Electrolux Form JV to Introduce AEG

Home-appliance company Electrolux Group has formed a JV with Chinese smart-technology company Midea Group to introduce the AEG brand to China.

The brand was officially launched at the Appliance & Electronics World Expo in Shanghai last week.

Combining Electrolux global brand expertise with Midea’s local market strength, the ambition is to make AEG the most popular premium home-appliance brand in China, drawing on its 130-year heritage of German craftsmanship and innovation.

“I am confident AEG will be well received here,” says Electrolux CEO Jonas Samuelson.

The first AEG store in China will open in June, with a flagship store to open in Guangzhou in August to be followed by a second wave of product launches in October.

Electrolux also markets appliances in China under the Electrolux and Zanussi brands.