Update: AMDEA
over to heat pump? It’s great to have AMDEA trying to help guide us through that legislative process, making sure all the members have an opportunity to have their say, and ensuring we are compliant with legislation. We’ve also got dual labelling across some markets, so there are several challenges around policy. Sustainability remains a crucial issue, but we
have to keep the momentum moving forward, because it delivers value for the consumer and it’s going to help the planet in the long run. As manufacturers, we do everything we can
to make the products as effi cient as possible and ensure the use of recycled materials, but 85% of the usage happens in the home, so we have to enable people to make the right choices, give them the technology to help save energy, and educate them on how to use their appliances properly.
Q: How do you feel about taking over as Chair of AMDEA? A: I’m surprised and honoured. It was lovely to be proposed and then be voted in. Teresa has done a great job – she’s a real fi gurehead in the industry and she’s helped AMDEA to get to the position it’s in now. Stefan has come in [as CEO] and done a great job – he’s brought some fresh energy and is building the associate memberships. It feels like the association is in a good place.
L-R: AMDEA’s Stefan Hay – CEO with Chris George, Chair of the Board
M
any will recognise, AMDEA’s new Chair of the Board is Chris George,
Electrolux’s Head of Trade Operations for Europe West. He takes over the position from Teresa
Arbuckle, Regional Managing Director and Executive Vice-President of Beko Europe, who was elected as Chair in 2018. In his fi rst interview in his new role at AMDEA,
Chris, who is a self-confessed technology lover and has worked at Electrolux for just over 10 years, tells us what he hopes to achieve as Chair and outlines some of the challenges facing the appliance industry.
Q: How did you fi rst get into the appliance sector? A: I was working at Microsoft and doing quite a lot of projects on the Internet of Things (IoT). Having come from the mobile sector, I’m a bit of a geek when it comes to technology. One of the things we were looking at was the smart home – how mobile technology and software developments were going to encroach on the home. Part of that was how and why appliances should connect and how that can improve the consumer experience in the home. When I was at Microsoft, I was given the
Spring 2026
opportunity to move to Seattle, but, for family reasons, I couldn’t do it. In the same week, two diff erent people came to me and said: ‘You should speak to Electrolux. They’re a company that you’d like and they’d like you.’ Having worked at Nokia, the Scandinavian
aspect of the Electrolux culture was quite similar, so, it was an aligning of the stars, and, having experience on the software side, it was an opportunity to move into manufacturing and appliances.
Q: When did you join Electrolux? A: In 2016 – I started as Head of Marketing, and did seven and a half years of that, and then I became Commercial Lead for the UK, and latterly Head of Trade Operations, Europe West.
Q: What are some of the key challenges facing the appliance industry? A: There’s the challenge of whether we [the UK] align with Europe on legislation and standards, and, if not, how we approach that. That’s something that AMDEA is great at helping manufacturers with. One of the current challenges is the move
towards heat pump technology in tumble dryers – at what point will we be able to stop selling condenser dryers and move everything
PEOPLE MAKE THE DIFFERENCE
Q: What do you hope to bring to AMDEA? A: I feel the future is bright for AMDEA but there’s lots to do – and no shortage of challenges. We have a great team and with my tech background, hopefully, I can help with some of the challenges we’ve got around the pace of the development of technology and AI, which we’ve already started to engage with. I just hope to be able to continue Teresa’s good work, to support Stefan and the team, and make sure that the AMDEA members have a strong voice as an industry.
Q: Why is AMDEA important and why would you encourage manufacturers to join? A: It’s about making sure we have a strong and credible voice as an industry. The members represent a huge amount of business within the UK, and now we’re broadening that to bring in associate members, which is a great idea and one that will provide greater volume for our message. I would recommend anyone within the sector AMDEA and help contribute to that
to join *
voice. It’s only by having a collective approach that we can make sure we’re heard and that we have an opportunity to create infl uence, hopefully to the betterment of the consumer.
*AMDEA – The Association of Manufacturers of Domestic Appliances –
https://amdea.org.uk
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