Breville in the US
Breville products compete on performance and design and as such Breville has
partnered with retailers that focus on communicating these strengths, resisting
calls from mass retailers and clubs. Yet, its growth is astounding. At first
we saw the U.S. as a niche opportunity. says Scott Brady, VP of Sales & Marketing.
Even at the premium end of the market there were so many established brand
names to compete with head-to-head. But the reaction from retailers during our
launch at the 2003 IHA show, made it clear the American market had been yearning
for this kind of innovation for some time and that Breville is destined to become
a major player in the market. The unique combination of genuine innovation
and beautiful design has resonated strongly with U.S. consumers.