The Future Belongs to Brands That Operate According to Local Needs

A stable local presence, knowledge gained from operations around the world, and innovation are key to Electrolux’s long-term success in the region. This is confirmed by the General Director of Electrolux for the Adriatic and Greece Damir Mađarević, who states that the continuous strengthening of market position with the help of strong local teams, efficient processes, and innovative solutions, despite the challenging global environment, has resulted in excellent business indicators in the Adriatic region. Growth is particularly noted in the categories of food preparation, food preservation, and laundry care, which are at the core of the offering and cover the most important needs of modern households, from cooking to laundry and dish care.

What else has contributed to good business results?

– Certainly, investments in digital consumer support, the expansion of the service network, and a stronger focus on sustainable solutions have brought concrete results, manifested in the form of increased consumer trust and stronger connections with our brands. We are also particularly proud that, despite challenges in the global supply chain, we have managed to maintain a high level of product availability and preserve a stable team of local experts and partners.

What market and consumer trends do you notice?

– Due to the increasing number of informed and environmentally conscious consumers, sustainability is no longer just an added value; it is expected. People want devices that save energy, water, and their time. They increasingly choose smart devices with personalized functions, as well as those that have minimal impact on the environment. We also observe a growing importance of design, not only aesthetic but also functional – consumers want devices that fit their lifestyle and home. Expectations for after-sales support are also rising. Users want a sense of security through extended warranties, a fast and reliable service network, and digital support that makes it easier to use products. All of this is becoming an indispensable part of the purchasing decision.

In which direction will you further develop your business in the Adriatic region?

– The focus will be on further digitalizing the user experience, from the first contact through purchase to support throughout the device’s lifetime. We continue to invest in market education, the development of local partnerships, and strengthening direct connections with end users. Plans also include expanding the product offering that brings measurable savings and reduces CO2 footprint. We want to be the first choice for customers who think long-term and responsibly. We will also focus on the segment of direct communication with end users on online platforms, social media, and online stores, as well as within events and local collaborations. We believe that the future belongs to brands that listen, respond, and act according to local needs, and we have already made significant progress on that path.

What has characterized thirty years of Electrolux’s business in Croatia?

– It has been characterized by a transformation from traditional device sales to the creation of complete user ecosystems. Over the years, we have grown alongside the domestic market, built relationships with partners and users, and learned from challenges. Today, we can say that we are strongly integrated into the daily lives of Croatian consumers. We are proud of our distribution and service network and after-sales support, but most of all, we are proud of the employees, partners, and loyal customers who have marked every phase of our development. We must not forget all those small moments that bring change, whether it is listening to customer needs, supporting the community, educating partners, or simply working daily with integrity. Thanks to all of this, we are now positioned as one of the leaders in the household appliance category in Croatia.

Which customer groups do you primarily address?

– Our brands, Electrolux and AEG, cover a wide range of customers, from those seeking proven value and functionality to those wanting premium solutions with an emphasis on innovation and sustainability. Recently, we have particularly focused on urban users who want smart solutions that make their daily lives easier, as well as families looking for durable, economical, and safe devices. It is important to us that our products cater to different lifestyles, not only in terms of functionality but also aesthetics, level of automation, and price.

Will your new products soon appear on the market?

– We are constantly working on developing new products and solutions that follow the real needs of users, technological possibilities, and global trends. The latest example is the introduction of AEG’s and Electrolux’s new range of built-in kitchen appliances, which represents our biggest leap in the built-in solutions segment, offering personalized and sustainable solutions across all categories. At Electrolux, we are continuously designing new, improved products such as the EcoLine washing machine with UltraWash and AutoDose technologies, as well as a colorless vacuum cleaner with a lower environmental impact but the same efficiency and design. The constant introduction of innovative products also characterizes our range of small household appliances and home cleaning devices. We cannot always reveal all future models in advance, but one thing is certain: our innovations never stop. The emphasis remains on sustainability, energy efficiency, and ease of use, along with continuous improvement of the user experience.

What consumer demands do your products meet?

– Our products respond to the concrete needs of modern life: they save time, resources, and energy while allowing for personalization and greater control. For example, UltraWash technology enables effective washing at lower temperatures, which means less energy consumption and better protection for clothing. When it comes to dishwashers, users increasingly value functions that intuitively guide them towards sustainable choices, such as the Eco option or smart dosing in washing machines. We want every device we produce to actively contribute to a higher quality and more responsible way of life. I would also add an emotional component: people want a sense of reliability, knowing that the device they rely on daily will not let them down. That is why we test products in real conditions, listen to users, and incorporate feedback into new series. In this way, we create a circle of mutual trust.

How do you improve your products?

– Innovation is at the very core of our business. We strongly rely on modularization, using common platforms for developing devices across multiple regions, which accelerates the innovation cycle and ensures consistent quality. The new AEG kitchen line illustrates this best: it is the result of more than five years of research, development, and testing, bringing a completely new design philosophy and the most advanced functions to date. For instance, AI TasteAssist allows the oven to recognize a recipe, analyze it, and automatically suggest the best cooking settings, while the CookSmart Touch display guides the user step by step in meal preparation. Technological innovations go hand in hand with sustainability; the new generation of devices allows for up to thirty percent less energy consumption without compromising performance. However, for us, innovation is not an end in itself but a tool to create a better and simpler daily experience for the user.

What socially responsible policies do you implement?

– Electrolux has a clearly defined sustainability framework, For the Better 2030, which encompasses three areas: better solutions, better life, and better company. In practice, this means we want to halve the carbon footprint of our products, help people keep their clothes longer and eat healthier, while also being an employer that promotes diversity and respects fundamental human rights. At the regional level, we participate in educational programs, promote sustainable consumption, and encourage local initiatives. Our goal is to be a partner to the community, not just through our product offerings but also through the values we live by. We want to be a company that not only talks about responsibility but lives it every day, as we know that every positive shift, whether in the environment, community, or workplace, starts right here, with us.

Content created in collaboration with Electrolux.