Electrolux Takes on Whirlpool in US With $3.3 Billion GE Appliances Buy

Stockholm: Sweden's Electrolux on Monday said it would double US sales by paying $3.3 billion in cash for General Electric Co's appliances business in its biggest ever deal, giving it the scale to go head-to-head with larger rival Whirlpool.

GE's century-old household appliance business, which had $5.7 billion in 2013 revenue, could help the Swedish company expand beyond its core European market where growth has trailed that in North America.

Electrolux, the world's second-largest appliance maker by sales, will see its annual sales in North America more than double to over $10 billion, similar in size to Whirlpool's sales there. It also gets to keep the iconic GE Appliance's brands.

"I think it's a historic event for Electrolux. I'm very excited about it. I think the fit - the strategic fit, the industrial logic - is compelling," Electrolux chief executive Keith McLoughlin told Reuters.

While the price tag is higher than the $2.5 billion figure people familiar with the deal suggested to Reuters last week, analysts said the company was not overpaying. The deal includes GE's 48.4 per cent stake in Mexican appliances maker Mabe.

Electrolux said the price was 7.0-7.3 times GE Appliance's estimated 2014 earnings before tax, interest, depreciation and amortization (Ebitda), based on an enterprise value (including debt) of $3.45 billion, according to ThomsonReuters data.

Including expected annual cost savings of around $300 million, the multiple paid for GE would be much lower at around five times Ebitda, Electrolux chief financial officer Tomas Eliasson told a conference call.

"If they manage to realise the synergies, it's clearly a good multiple," said Kepler Cheuvreux analyst Johan Eliason, adding the inclusion of the Mabe stake would strengthen Electrolux's position in Latin America on top of the clout it is gaining in North America.

"They're getting access to both North and South America in a very good way, and will become very strong in all of the Americas," Mr Eliason said.

The deal will be financed by a bridge facility and the company plans a rights issue to raise about 25 per cent of the price after the deal's expected closing next year, Electrolux said.

Investor, the investment company founded by Sweden's Wallenberg family and owner of 15.5 per cent of Electrolux's capital, gave the deal and the right issue its stamp of approval.

"As the leading owner, with a long-term ownership horizon, we find Electrolux's acquisition of GE Appliances industrially attractive and fully support it," Investor chief executive Borje Ekholm said.

Electrolux shares rise

Electrolux shares were up 5.9 per cent at 198.60 crowns at 1048 GMT (4:18 p.m. in India), outperforming the wider Stockholm market, giving the company a market capitalisation of $8.7 billion.

General Electric Co put the profitable but low-margin appliance business up for sale in 2008 but talks fizzled out as the global recession took hold. The unit is almost exclusively focused on the US market and has lacked global scale.

GE said last month that it was evaluating strategic options for the home appliance business, including discussions with Electrolux.

Last year, GE Appliances - which sells refrigerators, cookers, air conditioners and water heaters and air conditioners under the GE Monogram, GE Cafe and Hotpoint brands - had sales of $5.7 billion, 90 per cent of which were in North America, with Ebitda of $390 million, including the share of profit from Mabe.

Electrolux, which sells under brands such as Frigidaire, AEG and Zanussi as well as its own name, is the world's second-largest home appliance maker after Whirlpool, but has its strongest market position in Europe.

In 2013, Western Europe accounted for 28 per cent of group sales while North America represented 32 per cent. Organic growth in North America was 7 per cent while in Europe it was 0.4 per cent.

Rival Whirlpool had revenues of $18.8 billion in 2013 against $22.5 billion for a combined Electrolux and GE Appliances.

Whirlpool has also been on the acquisition path, buying a 60 per cent stake in Italian firm Indesit, which had revenues of 2.7 billion euros ($3.49 billion) in 2013. It has also agreed to buy Hefei Rongshida Sanyo Electric Co which had 2013 revenues of around $850 million.

Deutsche Bank and SEB Corporate Finance were Electrolux's financial advisors on the deal, while Davis Polk & Wardwell was lead legal advisor. GE was advised by Goldman Sachs and law firm Sidley Austin LLP.

1 dollar = 7.0980 Swedish crown)

(1 dollar = 0.7730 euro)

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