About AEG

We exist to redefine what you expect from your household appliances, which is why we want to challenge the boundaries of everyday life. Since our start in Berlin in 1887, we've never settled for good enough and we don't think you should have to either. We believe in responsible innovations that stand out today and help build a better tomorrow.

Find out more about Cooking and Laundry - Challenge The Expected.

We Are AEG

A Legacy of Innovation. A Future of Possibility. AEG.

Founded in Germany in 1887, AEG has been a beacon of engineering excellence and visionary design for well over a century. What began as the Allgemeine Elektricitäts-Gesellschaft in Berlin quickly became a global force in  electrification, responsible for some of the most important technological advancements in the modern home. From pioneering Germany’s first three-phase power plant to introducing the world’s first fully automatic washing machine, AEG has been at the forefront of progress, helping to shape the way people live, cook, clean, and care for their homes.

From the very beginning, AEG’s mission has been clear: to anticipate and exceed the evolving needs of consumers by creating intelligent appliances that marry precision, performance, and enduring style. Our journey is marked by firsts, from the first electric refrigerator to the first induction cooker, and from smart sensor cooking to eco-efficient laundry care. These are not simply products, but milestones in a legacy that defines what it means to live with advanced engineering in every detail.

The Power of German Design

In 1907, AEG appointed architect and designer Peter Behrens as its artistic consultant. With this bold move, AEG became one of the first companies in the world to unify industrial design with brand identity. This marked the birth of modern corporate design, setting the foundation for a company where every product would reflect both functional performance and aesthetic excellence.

Behrens’ influence continues to resonate through every AEG product. Whether it’s the clean lines of our kitchen appliances, the intuitive interfaces of our laundry systems, or the seamless integration of smart technology into daily routines, AEG appliances are designed to enhance both the experience and the environment in which they operate.

Discover some of our powerful kitchen innovations

Hallmarks of a Trusted Global Brand

Today, AEG is a globally respected name in premium home appliances, operating under the Electrolux Group since 2005. We maintain a strong presence in major international markets, with manufacturing centers and innovation hubs throughout Europe. Our German engineering heritage is upheld in every product through meticulous quality standards, user-driven design, and a relentless pursuit of excellence.

Key AEG Innovation Milestones:

  • 1958: Launch of the Lavamat, the world’s first fully automatic washing machine
  • 1976: Introduction of the first fully electronic oven
  • 1988: Debut of induction cooking technology
  • 1993: First CFC-free refrigerators, marking a shift toward environmental sustainability
  • 1998: Introduction of heat-pump tumble dryers for energy-efficient drying
  • 2020s and beyond: Emphasis on connectivity, smart integration, and sustainability-first designs

AEG in South Africa

German Engineering. Locally Relevant. Distinctly Premium.

In South Africa, the AEG brand proudly brings its legacy of innovation, design excellence, and premium quality into local homes, tailoring global innovation to suit the rhythms of everyday South African living.

From bustling urban kitchens to remote farmsteads, AEG South Africa understands that appliances must do more than function. They must perform, endure, and inspire. That’s why our products are engineered with the South African consumer in mind, delivering intuitive usability, power efficiency, and the aesthetic appeal that modern homes deserve.

Whether it’s cutting-edge laundry systems, energy-efficient cooking appliances, or smart refrigeration solutions, AEG South Africa offers a full suite of premium products that support how South Africans cook, clean, and live.

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Designed to Perform. Built to Last. Inspired by You.

At AEG South Africa, we don’t simply sell appliances, we deliver performance that transforms routines into refined experiences. Our ranges combine advanced European technology with sustainably minded innovation, allowing our customers to live smarter, cleaner, and more beautifully every day.

Our commitment to South African consumers includes:

  • Durability and resilience across diverse conditions
  • Energy-efficient operation to support responsible living
  • User-centered interfaces for effortless control
  • Sleek, modern designs that elevate any interior
  • A support network of service and care to ensure lasting satisfaction

Our belief is simple: Appliances should be as forward-thinking as the people who use them. That’s why every AEG product is designed to be responsive, not just reactive, to your lifestyle.

Explore some of our care innovations

Our Mission

To empower South African households with beautifully engineered, high-performance home appliances that deliver long-term value, environmental responsibility, and a superior user experience.

Our Vision

To lead the premium appliance market in South Africa by combining German engineering, timeless design, and local understanding, creating products that help South Africans live better, cleaner, and more sustainably every day.

Core Values

Value

Meaningful solutions designed to enrich lives and provide lasting worth

Precision

Engineered accuracy in every function and feature

Performance

High-output, energy-efficient systems that meet daily demands

Durability

Built to endure with superior craftsmanship

Design Integrity

Form and function in perfect harmony

Sustainability

A commitment to energy and resource efficiency

User-Centricity

Products that put people at the heart of every innovation

AEG South Africa. More Than a Brand. A Lifestyle Choice.

AEG is more than a collection of products, it’s a philosophy of intelligent living. Our appliances are built not just to last, but to evolve with your life. We blend tradition and innovation, history and modernity, efficiency and expression. For South Africans who value excellence without compromise, AEG is the brand of choice.

Welcome to AEG South Africa, where engineering excellence and everyday elegance come together.