Electrolux brands to be redesigned

Electrolux Outdoor Products will appoint groups for branding projects across its entire portfolio of brands, including Flymo, once it has finalised brand strategies at the end of the year.

Flymo is also in the throes of a £100 000-plus repackaging exercise. Poulter Partners is redesigning packaging across 28 Flymo lawnmower products and variants, including some new product developments, due to be unveiled in spring 2002.

Research into the Partner, Poulan, Weed Eater, Flymo and McCulloch brands will be completed at the end of November. The company will then finalise strategies for each brand, after which it will appoint design consultancies.

Research, which began in August, includes looking at product areas and the brands’ consumers, says Electrolux Outdoor Products head of marketing Rachel Marshall.

‘We are looking to grow, develop and enhance the brands. We are looking at everything about the brands, including the look and feel of the brands,’ says Marshall.

‘We are still in the research and development phase of the project and we will build a strategy for taking the brands forward for the future by the end of the year,’ she adds.

Partner, Poulan, Weed Eater, Flymo and McCulloch encompass chainsaws, hedge and garden trimmers, blow vacs, lawn mowers, tractors and other outdoor gardening products.

Meanwhile, Electrolux Group is reorganising the structure of its design facilities across Europe. It has promoted Roberto Pezzetta from design director to vice-president design. Design director Sean Caney is thought to have taken on an expanded role.

‘We are putting a stronger focus on Electrolux Group’s design facility in Italy. This could effect other design facilities in Europe, but we are not touching the facility in England. We are still in the middle of working out how we will do this restructure,’ says Electrolux Group senior vice-president design Christian Klingseor.