ROBBIE PRESTEDGE: HEAD OF COMMERCIAL FOR UK & IRELAND THE ERT INTERVIEW
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‘Everything starts with the consumer’‘Everything starts with the consumer’
Robbie Prestedge, Head of Commercial for UK & Ireland at Electrolux’s premium brand AEG, chats to Will McGill about how the company is accelerating product innovation, designing appliances for modern homes, and embedding sustainability into everyday use.
I
n life, standing still often means falling behind. While some may move cautiously, those who pause can be overtaken by others pressing forward. That sense of momentum is evident at Electrolux’s
premium brand AEG, which, in its quietly deliberate way, has been steadily advancing and evolving. Since the Group announced Yannick Fierling
as President and CEO in August 2024, there has been a noticeable shift in tempo. Products are reaching the market faster, development cycles are tightening, and the business is responding more quickly to changing consumer expectations. The change is not being framed internally as a reset, but as an
acceleration of capabilities already in place, unlocking speed across decision-making, research and engineering. “We can clearly see and feel the impact Yannick has had since joining,” says Robbie Prestedge, Head of Commercial for UK and Ireland. “For me, the key message is that his
entrepreneurial mindset has significantly increased our speed and capability, allowing us to operate at a much faster pace. None more so than in R&D and product development as we look to increase our go to market speed.” That renewed urgency sits alongside continuity in experience. Mr Prestedge himself has spent more than a decade inside the organisation, joining Electrolux 13 years ago within the product line team before moving through a series of commercial and cross-functional roles. The breadth of that journey has given him visibility of how the company has evolved, and where it is now placing its emphasis.
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