The Electrolux global brand licensing team will work in conjunction with Nancy Bailey & Associates to expand the brands in North America, targeting categories cookware, housewares, consumer kitchen electronics, barbecues, patio heaters, lighting and generators.

"The strength of Nancy Bailey & Associates is their network of licensees and retailers in the home category," says Matthew Young, head of global licensing at Electrolux Major Appliances. "Along with its track record for developing innovative and effective brand licensing programs, it creates an extremely valuable partnership for our brands. This will provide renewed focus on three of our brands with the goal to expand into new product categories, extend our reach to new consumer segments and increase touch points for our existing customers."

“The introduction of a new generation to the current home improvement marketplace, combined with stagnant home sales, is leading homeowners to invest more in upgrading and improving their homes," says Nancy Bailey, chairman of Nancy Bailey & Associates. "This trend creates a tremendous opportunity for Electrolux’s brands to gain exposure to new consumer segments and build upon already strong consumer awareness.”