HCM CITY — AEG, a high-end home appliance label under the Electrolux Group, has recently been introduced in Việt Nam, emphasising its initial focus on advancing the project sector in collaboration with real estate developers, architects and distributors.

Founded in Berlin in 1887, AEG has entered the Vietnamese market with a focus on product design and engineering. The move comes as Vietnamese consumers are paying greater attention to design, international lifestyle trends and product quality.

Robert Vũ, general manager of Vietnam, Electrolux Group, reiterated the launch is not only as an establishment of AEG's presence in Việt Nam but also as an exhibition of their prolonged commitment and strategic positioning in this market.

“In addition to delivering high-end home appliances, we pledge to support our partners via an all-encompassing service ecosystem, fostering the cultivation of novel benchmarks for the upcoming era of premium living quarters in Việt Nam,” he stated.

As part of Electrolux Group’s brand portfolio in the Asia-Pacific region, AEG targets growing demand for high-end home appliances. The brand already operates in markets including Australia, China and South Korea. Its entry into Việt Nam expands its presence in the region.

"Việt Nam is entering a new epoch of premier living, with evolving aspirations from homeowners," quoted Bernard Chong, head of region APAC, Electrolux Group.

Across Asia-Pacific, the concept of premium living is shifting from space and amenities towards the quality of the living experience. Kitchens are increasingly becoming social spaces for gathering and reflecting personal lifestyles, rather than simply places for cooking.

AEG’s design philosophy dates back to architect and designer Peter Behrens, who joined the company in 1907. He promoted the principle of “Perfekt in Form und Funktion” (“perfect in form and function”), linking product design with engineering. — BIZHUB