Electrolux is a leading brand in large parts of Europe and Latin America. In North America, Frigidaire is the Group’s brand for appliances in the mass-market segment. In addition to these strategic brands, there are a large number of smaller, regional, and local brands. The aim is to further reduce the number of brands over time. Through a large number of launches of new, innovative appliances and small domestic appliances, such as vacuum cleaners, the Group has gradually strengthened its position in the global premium segment in recent years.