Swedish home appliance maker Electrolux sees double-digit growth this year both in sales value and volume from a high single-digit growth last year to hit its P1-billion sales mark on back of a shift in customer preference for “smart brands” from the cheap brands but with uncertain after sales service.

Malu Pacheco Estaris, general manager of Electrolux Philippines, Inc., told this to reporters at the launch of its two latest additions in food storage and air conditioning – the new Electrolux refrigerator and split-type air conditioner.

“We are targeting a real double-digit growth this year and hope to reach our billion peso sales mark this year as we see improvements in the way consumers buy their appliances,” said Estaris.

Estaris noted that Filipino consumers are starting to migrate to the entry level smart brands from the cheap Chinese brands.

The first Filipino general manager of the local Electrolux unit said that Filipino consumers used to patronize the cheap Chinese home appliance before, but they are now coming back for value smart brands.

Electrolux, which is widely known for its high-end home appliance products, started introducing last year to its business partners its entry level smart brands of single-door semi-defrost refrigerators.

For so long, the Electrolux brands that include White Westinghouse and Frigidaire have concentrated on two door no-frost refrigerators.

The Electrolux brand accounts for over 80 percent of its total business in the country while its two other brands White Westinghouse and Frigidaire, account for a small portion of between 15 to 20 percent.

The strategy has enabled the company to post a high double-digit growth last year for its overall business in the country against a 9-10 percent decline in the total domestic home appliance business.

The refrigerator segment accounts for more than 50 percent of the company’s total business in the country. Electrolux is also among the top three refrigerator brands locally but they are number one in front-load washers and vacuum cleaners.