By James Wells

SYDNEY: Housewares International Electrical division managing director, Joe Hersch, has been promoted to managing director of Housewares International – incorporating the electrical and non-electrical divisions of the company.

The announcement was made by Housewares International chairman, Bill Wavish, during an address to shareholders prior to Christmas, discussing the $2.5 million worth of changes required to merge the homewares and electrical divisions.

“We believe that we have made significant changes and gains in a difficult Australian market since we met here a year ago. We believe that HWI under Joe as MD is positioned to be a significant innovation, brand and customer-led business on the international stage,” Wavish said.

Prior to Christmas, HWI launched a range of integrated Breville-branded non-electrical and electrical products exclusively through Myer called Breville Home.