Electrolux selects sharing cycle by giving ‘Uber for laundry’ idea a spin

Electrolux, the Swedish appliances maker, is exploring an “Uber for laundry” idea in which consumers would use their own washing machines to launder other people’s clothes.

Jonas Samuelson, the new chief executive of the world’s second-biggest white goods manufacturer, told the Financial Times that Electrolux was trying to overcome big hurdles to make the project work.

“We have a few fun ideas we are testing, like: how about a laundry Uber, where people share their unused laundry time? But there are enormous complexities, such as, what happens if the clothes come out and are ruined?” Mr Samuelson said.

Electrolux is focused on boosting its profitability amid tepid revenue growth for white goods such as dishwashers, vacuum cleaners and tumble dryers. Mr Samuelson is seeking to make the company focus more on the demands of consumers by, for instance, making ovens that cook a joint of beef until it is rare rather than requiring the customer to set the temperature and time.

The chief executive said the Swedish group – which he took over in February after its attempt to acquire General Electric’s appliances business was blocked by US regulators – was “very open to experimentation”.

He said Electrolux’s role in a “laundry Uber” would go well beyond providing the washing machines. “You would need intelligent communication in the machines,” he added, without providing a time horizon for reaching the decision.

Electrolux declined to comment on any specifics, including how much the service would cost and whether it would be controlled via a smartphone app.

The company is already facing new competitors away from traditional appliances makers such as Whirlpool and De Longhi. Silicon Valley companies such as Google and Amazon are tightening their focus on the smart home.

Electrolux has also been making inroads into such technology, with an oven featuring a camera that sends pictures to your phone and air conditioners controlled from a smartphone app.

Mr Samuelson said that cyber security was “a foundational issue” when it came to such products after reports of connected appliances being hacked. “If you are not able to ensure that users have full confidence in integrity in their smart homes, they just won’t accept it.”