Interview: New AMDEA CEO
‘AMDEA is shaping the future of the appliance industry and advancing the UK’s drive towards
a more sustainable economy’ AMDEA has appointed Stefan Hay as its new CEO – following his predecessor, Paul Hide, who stepped down aſter almost six years in the role.
I
n his first interview as CEO of AMDEA, Stefan tells us what he hopes to bring
to the role, outlining the challenges and opportunities ahead.
Q: Congratulations on your appointment. What attracted you to the role of AMDEA CEO? A: Previously, I spent seven years with the Electrical Contractors’ Association, (ECA) where I developed a strong interest in smart home technology, appliance and security systems integration. I played an active role in shaping early conversations around policy, standards and legislation, particularly in areas such as energy efficiency, the circular economy, and the emerging Internet of Things, which was quite embryonic in those days. So when the opportunity at AMDEA arose
to join an organisation at the forefront of innovation, representing manufacturers that define excellence in delivering world-class products and services to UK consumers, it seemed a natural transition.
Q: You mentioned sustainability – a key area of interest for AMDEA. Safety and AI are also hot topics. What are your thoughts on those issues? A: When it comes to sustainability, it’s essential to modern society to balance economic development, environmental protection, and social wellbeing. It’s already clear to me that members have fully embraced this in their comms strategies and in their own product development. When it comes to safety, it’s critical in all domestic appliances, especially those used frequently and without much thought by consumers as somewhat taken for granted. Our members are aware, if their products are not designed and maintained or used safely, they can pose serious risks. That’s why our members invest vast amounts of time, money and effort on R & D, testing and inspection, and work alongside AMDEA on safety standards and
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legislative development. On AI, I believe it can be a good inclusion within domestic appliance development when it’s used responsibly offering potential benefits in terms of convenience, efficiency, safety and energy management, albeit, there are also important challenges and risks to consider.
Q: What do you think are the challenges and the opportunities for AMDEA? A: It’s been a tough time for the industry. No doubt, Brexit, COVID-19 and other major events disrupted global operations and consumer behaviour. Now the current economic climate, with the inflationary pressures we now find ourselves under, as well as policy uncertainty, continues to challenge our sector. As our industry has shown remarkable adaptability, accelerating innovation, enhancing energy efficiency, responding to changing consumer expectations around sustainability and the transition to net zero and the push for repairability, I remain optimistic. Standards compatibility and legislation is a
direction of which we’re going to continue to work very closely with all policymakers to ensure that the voice of our members is heard.
Q: Your predecessor, Paul Hide, implemented a lot of changes to raise the profile of AMDEA. How will you continue his work? A: Paul did an exceptional job of reenergising the association, and I’m lucky because I’m inheriting a strong and capable team. I intend to build on Paul’s legacy, so we can
go from being a highly respected organisation to a remarkable one. My approach is about evolution, not revolution I see our duty to amplify our collective voice – expand our membership, shape policy, set industry standards, and champion innovation across the sector. Together, AMDEA is a strong, representative
body, plus a driving force for the future of our industry.
PEOPLE MAKE THE DIFFERENCE
Q: You’ve had a lot of experience working with and for trade associations – what do you think is the role of a trade association? A: I could summarise what I’ve learned from trade associations in a couple of points: strong, strategic advocacy work, and concrete, targeted policy. They’re only possible with sustained engagement at ministerial and agency levels, and AMDEA is very good at that. We’re in a very good position, because undoubtedly, there is a need for AMDEA – look at the raft of legislation that our technical team is dealing with now... It’s growing daily.
Q: AMDEA has a diverse membership, including MDA, SDA and KBB suppliers. Are you getting out and meeting the members as much as you can? A: Yes – it’s quite a portfolio. My immediate priority is to listen and learn, to understand the challenges that our members feel they face, giving me a good insight and will guide me as we continue to ensure AMDEA remains agile, forward-thinking and member focused. We will stay at the forefront of intelligence, and,
make sure that we help our members navigate this increasingly complex and very competitive landscape.
Q: Finally, what’s your key message to AMDEA members as you take over the role of CEO? A: Simply, as I’m stepping into this role, I see an industry that’s at the forefront of innovation, as well as sustainability and consumer relevance – it’s a moment of opportunity and not just a challenge. We’re navigating complex policies and the
regulatory landscape, and in the middle of economic turmoil, but my commitment along with our existing team, is to ensure AMDEA is the strongest ally to assist our members on that journey. Together we can adapt to change, and I’m
honoured to be at the helm, leading AMDEA at this pivotal time. I’m looking forward to working with our members to secure a stronger and more sustainable future for our industry.
Autumn 2025
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