Electrolux has entered into a licensing agreement with Menred to manufacture and sell Electrolux branded water conditioning, and water treatment products in China.
Menred was established in 1995 and restructured in 2005. Company headquarters are located in the city of Yueqing, which is renowned for the production of “Low Voltage Applications” in Zhejiang Province. Products are expected to launch in September and will be positioned at premium – high quality level to align with Electrolux’s focus on quality and the consumer experience. Additionally, these products will further enforce Electrolux’s focus on care/wellbeing.
Vice-President and Head of Global Brand Licensing Ciarán Coyle feels that the partnership with Menred presents opportunities for collaboration and growth in new markets. “We are pleased to welcome Menred as one of our partners. This relationship is sure to expand the market offering of home comfort products while also furthering Electrolux’s focus on sustainability." Menred’s strong equity in the home comfort business is expected to expand Electrolux’s global presence as a leader in the appliance industry. The partnership provides an opportunity for profitable growth of emerging product categories in China.