Electrolux Enters Garment Care Biz

By Alan Wolf, YSN

Electrolux is looking to clean up this holiday season with a licensed line of garment care products.

The assortment, developed with Brooklyn, N.Y.-based Smartek USA, includes a SteadySteam iron that provides a continuous burst of steam, and a selection of handheld steamers in full and compact sizes.

Smartek said the products are hitting shelves this month at Lowe’s, HSN, Macy’s, Nordstrom and select appliance dealers, at price points ranging from $50 for a compact steamer to $130 for the SteadySteam iron.

Besides offering consumers the convenience of home garment care, the new line also supports Electrolux’s sustainability initiative by employing environmentally friendly product components and packaging. “Electrolux is a leader in sustainability and our efforts in this area are core to who we are,” said marketing VP Amie Guy. “We are selective about our partners because we want them to uphold the same values. Smartek USA has proven that they can develop consumer-driven products that are both innovative and environmentally-conscious.”

Added Smartek CEO Michael Retek, “Our partnership with Electrolux, a global leader in home appliances, is something we know will bring meaningful value to consumers and retailers throughout North America.”

In addition to the new Electrolux line, Smartek USA also markets sewing, cleaning, travel, and closet organization products under the Eureka, Sunbeam and Smartek brands.