Electrolux Sweeps into America

CEO Hans Straberg explains the Swedish appliance giant's plan to raise the U.S. profile of its brand-name white goods

Electrolux is unquestionably a big player in household appliances. The company's own definition stretches the category to include lawn mowers and chainsaws, making it the biggest appliance maker in the world, with $13.1 billion in sales. Yet in the U.S., the Swedish outfit is best known for a line of vacuum cleaners it doesn't even sell anymore. Electrolux gave up the North American rights to its trademark name in 1969, when it sold off its U.S. floor-care business. Now, it sells vacuum cleaners under the Eureka brand.

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