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CIRCULAR STRATEGY ELECTROLUX CARE

Electrolux wanted to define a 2030 “Innovation North Star” for its business areas Care, Wellbeing and Taste. Within Care, the key challenge was to find a future role in clothing care that would benefit business, users (B2B & B2C) and the planet – moving beyond incremental product development towards a truly circular strategy.

APPROACH

We led a one-year global strategy process for the Care division, commissioned by the VP Innovation & Insight. Together with an internal team and stakeholders across functions, we combined foresight, scenario planning and strategy development with design exploration and innovation portfolio building. The work resulted in a clear roadmap – from short-term pilots to long-term business models – sponsored by the CEO.

RESULT

The strategy enabled Electrolux to pursue the ambition “Make clothes last twice as long, with half the environmental impact”. It opened up new revenue streams, strengthened circular positioning and led to concrete collaborations with partners like Houdini and H&M. Beyond washing and drying, the focus shifted to keeping clothes in use for as long as possible – building a sustainable ecosystem for future clothing care.