AB Electrolux of Sweden will today open its front-loading washing-machine factory in Rayong, its first plant in Southeast Asia, one of the firm’s fastest-growing markets.
Along with its washing-machine and refrigerator factories in China, Electrolux hopes the Rayong plant will strengthen the firm’s presence in the region.
The company has appointed Brad Tribble, ex-president of Sara Lee Corp in Thailand, president for Southeast Asian operations, which are based in Singapore.
Tribble spent almost 10 years with Sara Lee Corp, including three and a half years as head of the firm’s Thai operations.
“I joined Electrolux effective November 1, and my objective, in line with the group’s strategy, is [for Electrolux] to become the leading home-appliance maker in the world. I want to improve Electrolux’s organisation in Southeast Asia to grow the business and improve our representation in this very large and growing region,” said Tribble.
The factory in Rayong, set up with an investment of Bt500 million, will produce 200,000 washing machines a year and employ 200 people. The factory will supply washing machines to every market in Southeast Asia before expanding shipments outside the region in its second phase.
Electrolux is in the process of splitting its East Asian market into Southeast Asian and Northeast Asian divisions, with each market headed by its own president. The move is aimed at allowing the firm to focus more sharply on the specific problems of the two fast-developing markets. The company will next year appoint a new president to handle its Northeast Asian market.
The Sweden-based household-appliance maker is looking to expand its business in both markets, with key products such as washing machines supplied by its two main manufacturing operations in China and Thailand.
Electrolux also plans to increase its local sourcing for components for its Rayong factory.
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