Former Breville executive, Jeremy Sargeant, has been appointed to Fisher & Paykel chief operating officer in Australia replacing Ben Normoyle following his promotion to executive vice president – sales based in New Zealand.

An internal statement, prepared by Normoyle and obtained by Appliance Retailer, said: “I am pleased to announce the appointment of Jeremy Sargeant to the role of chief operating officer Australia. Jeremy is an experienced leader with a strong background in marketing, financial management and strategic planning honed in the appliances and apparel sectors.

“Over the last eight years, Jeremy has held managerial and directorial roles for leading small appliance brand Breville Group and work apparel brand Bunzl Safety. Most recently, he has built a strong market presence for Kitchen Homewares Australia, as its co-founder and owner.

“Of particular relevance is Jeremy’s experience in brand positioning. During his tenure as general manager of Breville Group Australia, Jeremy was responsible for the Breville’s transition from mass market to a truly premium appliance brand.

“Facilitated by a focus and investment in the growth of Breville’s mass brand Kambrook, it mirrors our own dual-brand strategy to drive preference for Haier and enable Fisher & Paykel’s move into luxury premium in Australia and New Zealand,” the statement said.

Normoyle confirmed he has been working closely with Jeremy in the lead-up to Christmas to ensure a seamless transition into the role, both internally and ith the company’s business partners in the market.

“We are fortunate to have someone of Jeremy’s calibre joining our team at such an exciting period of growth for both Fisher & Paykel and Haier – please join me in making him feel welcome,” the statement concluded.