How Breville is facing its 2015 challenges

As the busy Christmas sell-in period looms, Breville’s general manager Mark O’Kelly describes the challenges the company is facing in 2015 and its plans to drive category success, in our Mid-Year Report Card.

How has the first half of 2015 been for your business?

It has been a steady trading period for Breville, with Kambrook and Philips experiencing growth. All brands are preparing for a buoyant second half of the year. Following the seamless relocation of the warehousing facility to Minto last year, the rest of the business moved to Alexandria in March. Internally, the business has been challenged by an ERP (enterprise resource planning) system change over, which has significantly slowed stock and spare parts deliveries.01 Breville Austraila GM Mark O'Kelly 2

 

Breville’s general manager, Mark O’Kelly

 What are your predictions for the second half of the year?

Breville will continue to drive category success through innovation and new product launches. This will enable the brand to strengthen market share in these categories. The business is addressing the logistics issues and planning for the busy lead up to Christmas. We also look forward to welcoming new Breville Group CEO, Jim Clayton, who joins the business this month. He has a strong background in consumer products, technology and innovation.

What opportunities do you see for the electrical retailing industry?

Within the next six months, connectivity in small appliances will emerge as more than a topic of conversation.

What threats are currently present in the industry?

The threat of online to traditional bricks and mortar retailers is still present but isn’t growing. The general economy and consumer confidence will have greater influence on the retail sector over the coming year.

What is your favourite product of 2015 so far?

During my short time at Breville, I’ve been captivated by blenders. The Boss is extremely impressive and produces incredible results. You could say I’m a green smoothie convert. Personal blending is also a category of great interest, with new designs and functionalities from Breville set to stir things up a little later this year.

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