ICS Magazine

Toshiba, Electrolux Tap Into Younger Market With European Design

May 10, 2001
Tokyo (Reuters) -- Japan's Toshiba Corp and Sweden's Electrolux reports the launch of a new product line in June aimed at tapping young Japanese consumers' appetite for European designs.

The new line-up of home appliances ranging from fridges to toasters will be designed by Electrolux and built by Toshiba for distribution in Japan, with sales seen totaling 15 billion yen ($123 million) by the year ending in March 2004.

The products in the series will either be selected by Toshiba from the Electrolux catalogue, or will be specially designed by Electrolux and manufactured by Toshiba.

The appliances, which include refrigerators, freezers, toasters, vacuum cleaners and a variety of kitchen equipment, will be supported by Toshiba's sales and service network.