Electrolux gets the green light
Electrolux Global Brand Licensing expand in the Green Energy sector by signing LED light contract
Electrolux
Global Brand Licensing and Elec Tech International has signed a
licensing contract for the brand AEG in the LED Light bulbs category for
consumers. The licensing contract increases the presence of the AEG
brand in the Green Energy sector. Since AEG is included in the
Electrolux brand portfolio, it also generates brand awareness for
Electrolux.
With
products such as inverters for solar parks and turbines for wind
energy, Electrolux Global Brand Licensing adds another licensee in the
Green Energy sector. The new Licensing contract is another step in
Electrolux strategy to grow its brand presence in the Green Energy
Sector while supporting the Group’s sustainability ambitions.
Elec
Tech International (ETI), based in Hong Kong and China, plans to invest
heavily in the Green Energy sector, with a focus on manufacturing of
LED lighting. The company has built a new production facility in China
and brought in engineering expertise from South Korea, Japan and the US –
today’s world leading nations within LED technology.
Through
this license agreement, the brand AEG will play the leading role in the
high end range of the consumer LED light bulb market. The first AEG LED
bulbs are expected to reach the market in the beginning of 2012. This
launch will bring a historic twist to the 125 year anniversary of the
AEG brand. When AEG was founded in 1887, it initially manufactured light
bulbs. In fact, Electrolux has a similar origin. Lux was one of the
companies merging to form Electrolux in 1919. Before entering vacuum
cleaner manufacturing Lux specialized on manufacturing kerosene lamps.
The
agreement has been signed at an official signing ceremony and press
launch of the AEG LED in Beijing, China. Jonas Anderson, Director
Business Development and Finance at Electrolux Global Brand Licensing,
officially signed the licensing contract with ETI. Among the attendees
were several industry experts and representatives for three major
industrial areas of China where ETI will invest in R&D and
manufacturing.
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