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.