Update: AMDEA
The Evolution of AMDEA, the UK Home Appliance Association
When AMDEA CEO Stefan Hay took up his role in August 2025 he promised that he would bring ‘evolution not revolution’ to the well-respected UK home appliance trade association. Stefan’s first year anniversary as CEO provides a good opportunity to look at how AMDEA is evolving.
O
ne of the first and most important developments was to create a new
Associate Member Group (AMG) as part of the wider membership community. Comprising organisations in the appliance supply chain, the AMG represents UK repair, refurbishment and warranty companies and recycling organisations. This new group allows AMDEA to access the expertise within the wider industry and to fully represent the whole industry’s contribution to the circular economy. The AMG is currently working to encourage
more consumers to feel confident in repairing appliances through a national accreditation scheme for repair engineers, which it hopes to launch in mid-2027. Several new full members have joined the
AMDEA community over the past year, including retail brands that market their own appliance products, further bolstering AMDEA’s position as the only body that fully represents the whole home appliance industry. Consumer communications is a key part of
the work that AMDEA engages in, to showcase the ways in which the appliance industry is supporting homes to become more energy and water efficient, helping consumers to save money whilst minimising environmental impact. AMDEA created a new role; a full-time Digital
Marketing Manager was employed in February this year to ensure greater return on member investment and that there is a continuous AMDEA social media presence to highlight AMDEA members’ achievements across a wide range of community and environmental agendas. In March AMDEA conducted its first Quarterly
Consumer Insight research, examining reasons for purchase, attitudes to repairs and labelling. Members receive the full research whilst stakeholders can access an executive summary. For members and stakeholders AMDEA’s annual conference has always been an important event to explore the agendas that affect the industry. The conference expanded this year to include more speakers across different sectors
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including academia and the automotive industry, presenting more appliance related topics such as accessibility, the role of appliances in the repair economy and how to encourage more young people into appliance industry careers. Held in May the Excellence in the Home conference was fully booked and AMDEA is now looking to move the conference to a new venue in 2027. The conference also saw the launch of the first AMDEA Awards; Pacifica winning the Training and Development Initiative of the Year Award, Beko winning the Circular Economy Contribution of the Year Award and the Commitment to Communities of the Year Award. The core purpose of AMDEA remains being
the voice of the industry to Government and stakeholders, working with them and members to support a growth economy and sustainability goals post Brexit. In February AMDEA’s expert team of technical advisors won the 2026 Innovation Award at the Trade Association Forum’s annual award ceremony. The award was given in recognition of the innovative Implementation and Forecast dashboard (‘IF’), developed to help AMDEA members to navigate the complexities of the EU and UK regulatory landscape. Following the announcement of the
Department of the Environment, Farming and Rural Affairs (DEFRA) that it would introduce a new, mandatory water label for ‘wet appliances’ (dishwashers and washing machines), AMDEA members felt that this new label created an unnecessary additional burden on them in that consumers already had water use information provided on the familiar energy rating label. In line with the renewed emphasis on AMDEA’s
role as the UK’s voice of the home appliance industry, for the first time in May this year AMDEA reached out to the media to set out its position on a UK Government proposal. AMDEA’s Chair,
PEOPLE MAKE THE DIFFERENCE Autumn 2026
Chris George, Head of Trade Marketing Europe West at Electrolux Major Appliances and CEO Stefan Hay appeared on radio stations across the UK to explain why DEFRA’s proposal for mandatory water labels could lead to consumer confusion and extra costs associated with the additional red-tape, whilst bringing no additional benefit to either consumers or manufacturers. AMDEA’s continuing evolution over the past
year led to a re-appraisal of its brand identity, and in July the new brand was announced at the annual Summer Reception. AMDEA is now known as The UK Home Appliance Association to incorporate its wider membership, and its logo colour has changed from orange to a more professional looking navy blue. The evolution is continuing as AMDEA
welcomes more members and grows its’ team, services and activities to further strengthen its position as the only body to represent the whole UK home appliance industry.
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