Brand to take centre stage at Taste of Dubai

Dubai, March 9: The brand that released its Master Collection just last week says it’s here to stay. Electrolux's VP for Marketing EMEA, Kajsa Blixth in an interview with the local press said, “We are here on a brand journey, we have just started to put our brand in premium position.”
“We have the right to win with the new way we are engaging and interacting with our customers. We need to speak to the hearts and the minds of the customers,” she added.

Blixth said she is hopeful and excited about the journey, her company is now undertaking in this region and showed positivity in the fact that next year they will stand even stronger at the business summit, referring to the First Business Summit at Park Hyatt- Dubai Creek which was held last week and also hosted the launch of their Masterpiece Collection®. Electrolux’s Global President & CEO Electrolux Small Appliances, Mr. Henrik Bergström also spoke at the summit.

Following these events, the brand with a history of 102 years, is all set to be the “headline sponsor” for the Taste of Dubai coming up March 12th at Dubai Media City, where it invites you to take a seat and enjoy a culinary master class from some of the best chefs in the business and discover the secret ingredients to the Masterpiece Collection®.

Earlier, the company announced that Electrolux’s modern and sophisticated designs will soon take centre stage at various upcoming events. They even exhibited an endless array of sophisticated appliances with a new line-up launch at the Dubai International Boat Show 2015 on March 3rd.

Masterpiece Collection® is the brand’s state-of-the-art kitchen tools’ range of small kitchen appliances created with the expertise gained from designing professional appliances for some of the world’s best chefs. The Masterpiece Collection®is now available at all Jashanmal stores across the UAE.

Formulated on the natural habit of tilting a bowl when mixing or whisking, the unique PowerTilt™ technology behind The Masterpiece Collection® is the secret to perfectly sliced, efficiently chopped and deliciously blended ingredients.
Electrolux has combined years of experience in professional Michelin-starred restaurants with the secret cooking tips at home that make our food preparation a true masterpiece.

Wiebke Janke, Product Marketing Manager, Electrolux said “Learning from and working with some of the world’s best chefs, Electrolux has gained experience and knowledge which have been transferred to this high-end line of appliances for customers who want to cook professional-quality meals at home.”

“These innovations come from years’ worth of research and testing in professional kitchens, where innovations only count when they serve to improve taste,” he added.

Electrolux, the global leader in home appliances has been capturing homes worldwide with its holistic design and user-friendly approach. Electrolux products are said to cover functionality, usability, touch & feel, visual appearance and the overall user experience throughout all aspects in the life cycle of a product.

This super-brand has been winning over the hearts of people in the UAE and around the globe. It has also won the 2015 Plus X and IF awards for its superior design and innovation. Plus X had named Electrolux “Most Innovative Brand of the Year” for its achievements in innovation, high quality, design, ease of use, functionality, ergonomics and ecology. The Red Dot Award is one of the world’s largest and most prestigious product competition where, in 2014, Electrolux swept away with five Red Dot design awards, including “Best of the Best”.

After over a century of successfully satisfying high-end cooking needs in every aspect, Electrolux today sells more than 40 million products to 150 countries each year. Electrolux product designs aim at reducing adverse environmental impact, while resource and energy consumption waste and pollution are regularly monitored for improvement.

The Electrolux vacuum cleaners, Ergorapido that has been bringing cordless freedom to the world now selling 10 million products worldwide in the 10 years the product has been around. The Thermaline won in the “Best of the Best” category, which is the top prize awarded for ground-breaking product design in the Red Dot Award. This prize is reserved for the best products in a category and is awarded to only one percent of all entries submitted that year.

Jashanmal is the sole distributor of Electrolux in the UAE, Oman, Bahrain and Kuwait. Electrolux is available in Jashanmal Home Stores, Jashanmal Department Stores and many other leading hypermarkets in the region. Jashanmal has been a household name and a reliable partner for international brands for over 95 years. With retail operations in over 150 stores in the UAE, Kuwait, Bahrain and Oman their distribution network extends to more than 1,000 outlets.

Extensive availability in various stores all around the UAE has been ensured by Electrolux so that you not only feel the ease of cooking with their appliances, but also have convenient access to their wide range of products that are a must have for every kitchen.