Electrolux to weed out brands

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STOCKHOLM--Swedish appliance maker Electrolux has set in motion plans to trim away many marginal brand names. Electrolux has 38 brand names and is setting up a special unit that is expected to reduce the number to less than 20.

"Many of Electrolux's brand names are marginal and too expensive to maintain. In addition, the quantity of brand names adds complexity in the factories. This is costing the company money," says Electrolux's CEO Michael Treschow.

Copyright March 1999, Crain Communications Inc.

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