MDA Company has acquired a French appliance brand from Electrolux, in a move aimed at strengthening its position in the domestic equipment market. Describing the acquisition as an "honour", MDA Group president Michel Vieira highlighted the strategic value of reviving a century-old brand with strong consumer recognition.
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The integration of the brand, Faure, will be rolled out across MDA's distribution network, which includes nearly 500 retail locations under the MDA and Pulsat banners. This move is intended to re-establish Faure's visibility and relevance in the competitive household appliance sector.
MDA plans to reposition Faure as an accessible, environmentally conscious brand in line with shifting consumer demands for sustainable products. The company's strategy responds to structural changes in the market, where private-label brands now account for over 40% of sales volume.
By leveraging Faure's established identity, MDA aims to differentiate itself from competitors and build customer loyalty. The acquisition marks a key step in the group's broader ambition to blend heritage with modern expectations, reinforcing its role as a major player in French appliance distribution.
Source: www.univers-habitat.eu