Breville Group / HWI, North America
Managed the Breville range of luxury small kitchen appliances – the “rock star” of the industry with revenue growth surpassing the balance of the industry by +30 points in 2008.Also managed the declining HWI (housewares) division. Revenues totaled $140M with 165 employees across all functions: finance, marketing, sales, accounting, product development, sourced manufacturing (China, India, Indonesia, Turkey), operations, supply chain, call center and HR.
§ Led Breville to industry-leading double-digit revenue growth in 2008 while the balance of the industry contracted by 9%.Keys to this success included: a strong new TV campaign (beat test norms by 100%+ … see video at http://www.youtube.com/watch?v=2jgPT9BGMmM and http://www.youtube.com/watch?v=Z-LL1aYu7e8. Case study at www.CliffClive.com); 90% growth in measured PR publicity (appearances on Oprah, Ellen, Today Show, The View, etc.); record merchandising at retailers like Williams-Sonoma and Bed Bath & Beyond; and smart new website functionality built with Avenue A/Razorfish (division of Microsoft) to grow web sales.
§ Improved USA Housewares Division revenue trend from a 25% decline in fiscal 2007 to stability in 2008 by bringing in new premium product lines (Scanpan and Laura Ashley) with gross margins much higher than the existing portfolio.Created & launched the beautiful new Laura Ashley line (150 items).
§ Bold Cost Cuts:Cut headcount by 25%.Cut housewares SKU’s from 1100 to 400 “keepers.” Built profit margin +15% via renegotiation of our Chinese costs and raising prices.Cut USA supply chain costs by $700K via lowering housewares stocks 40%, then sub-leasing the saved space and outsourcing operations to CEVA Logistics.