Electrolux Group Selects LMCA as Strategic Global Brand Licensing Agency

Electrolux Group has announced it has selected LMCA as its global brand licensing agency. LMCA, which was recently named among License Global’s Top Global Licensing Agents for 2023, will be responsible for developing and managing a global licensing program for Electrolux’s brands, including Electrolux, AEG, Frigidaire and many others in its portfolio. 

Under the partnership, LMCA will work with Electrolux and its portfolio of brands to develop and execute a comprehensive global licensing strategy that will leverage the brands’ equity into new product categories and markets.  

“We are excited to partner with LMCA and leverage their proven expertise in developing and managing brand licensing programs,” says Thorsten Brandt, chief marketing officer, Electrolux. “Licensing offers a great opportunity to extend the reach of our world-class brands and serve even more consumers beyond our core experience areas globally.” 

“We are honored to be selected by the Electrolux Group as their sole global brand licensing agency,” says Ciarán Coyle, president, chief executive officer, LMCA. “Electrolux is a leader in innovation, sustainability and design with a strong portfolio of leading brands, and we are confident that we can support their mission to ‘shape living for the better’ through meaningful and relevant brand extensions and consumer experiences.” 

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‘’Success in licensing is about finding a partner that understands your brand, shares your vision and has the expertise to make it a reality,” says Jennifer Campbell, head, global brand licensing, Electrolux. “We are glad to have found that partner in LMCA and look forward to a fruitful collaboration ahead.’’ 

The new partnership is effective immediately, and LMCA is actively seeking high-quality licensing partners for key markets worldwide, including North America, China, Latin America and Europe. 

See LMCA at Licensing Expo, which takes place on June 13-15 at Mandalay Bay Convention Center, Las Vegas. Register for Licensing Expo 2023.