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Published on September 29, 2007

General manager Ian Banes said that the overall washing-machine market had shown only slight growth in the first half of this year following a decline in consumer spending.

But Electrolux's sales of both products were in double digits for the period and are expected to maintain that level due to the large marketing budget and the introduction of its new Iron Aid dryer, which it launched yesterday.

According to the company's research, total washing-machine sales growth in the Kingdom was only 2 per cent in the first half of the year.

Sales of twin-tub machines dropped 5 per cent. Sales of top-loading machines grew 5 per cent while front-loading machines showed strong growth of 26 per cent.

Customers now prefer front-loading machines because they save more energy and water than other types, he said.

The dryer market is also growing. As a result the company introduced the Iron Aid dryer. 

To promote the new dryer, the company is focusing on event marketing in stores.

"We focus on consumers with an urban lifestyle who don't have a space or time to dry their clothes," Banes said.

Somluck Srimalee, The Nation