Electrolux to divest Eureka brand, focus on strongest U.S. Small Appliances categories
The Electrolux Group has made a strategic decision to focus its North American Small Appliances business on its strongest categories, as part of a process to improve the global competitiveness of the business area. In line with this decision, Electrolux has agreed to divest its North American vacuum cleaner brand Eureka to Midea Group Co., Ltd.“This move allows us to focus on our most profitable categories in the U.S.,” said Ola Nilsson, Head of Electrolux Small Appliances. “It also allows us to invest in innovation and strategic growth. The U.S. vacuum cleaner market remains important for