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Electrolux Reclaims Its Name In U.S.

MARTINEZ, Ga. — Sweden’s Electrolux Group is buying back the right to use its name in the United States and Canada for $50 million from Electrolux LLC, a U.S.-based direct-sales company.

Electrolux LLC, an independent floor care supplier, licenses the brand from the appliance conglomerate for its vacuum cleaner line.

Eletrolux Group, which makes home appliances under the Frigidaire, White-Westinghouse, Tappan and Eureka brands, said the deal will allow it to use its corporate moniker as an “endorsement brand” for all its North American nameplates. The strategy is part of a global brand repositioning under the Electrolux umbrella.

“We will be able to strengthen our North American brands by associating them with Electrolux,” said Michael Treschow, president and CEO of the parent company. “We are also planning to use Electrolux as a product brand for some of our top-of-the-line European-style appliances in North America.”

The deal, which is expected to close within the next several weeks, will allow Electrolux LLC to continue using the name on its vacuum cleaners and aftermarket parts during a transitional period.