Electrolux Form JV to Introduce AEG

Mar 14, 2018Updated Mar 14, 20181 min read

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.

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Mei Ling Tan

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Mei Ling Tan is the Editor of Retail News Asia, where she leads the editorial team in delivering in-depth coverage of Asia’s dynamic retail landscape. With over a decade of experience in business journalism, Mei Ling is known for her sharp analysis, deep industry insights, and commitment to uncovering the stories behind Asia’s most innovative retail brands. Before joining Retail News Asia, Mei Ling held senior reporting roles at regional business publications, covering everything from consumer trends to digital transformation in retail. A graduate of the National University of Singapore with a degree in Communications and New Media, she combines journalistic integrity with a strong understanding of evolving market forces. Outside the newsroom, Mei Ling is a frequent speaker at industry panels and a mentor for young journalists.

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