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Steering Committee

Hakan Bulgurlu

APPLiA President

Beko

Hakan Bulgurlu

Hakan Bulgurlu is Beko's CEO. He is a mechanical engineer, a digitalization passionate, a regular speaker in conferences on environment and green business conferences and an Everest climber. He started his career in 1995 and, since then, has held management positions in charge of business, trading and outsourcing operations.

Fabio De'Longhi

APPLiA Vice President

De'Longhi

Fabio De'Longhi

Fabio De'Longhi has been a member of the Board of Directors of De' Longhi S.p.A. since April 18th, 2001, the date of Company's listing on Milan stock Exchange. From June 2005 to April 2020 and from September 2022 to date, he has served as Chief Executive Officer of the De' Longhi Group, leading its international expansion. He holds other executive positions in De' Longhi Group companies, and from April 2025, he has also been appointed President of the De' Longhi Group.

Lars Schubert

BSH

Lars Schubert

Lars Schubert has built a distinguished career at BSH Hausgerate GmbH, culminating in his current role as Chief Operating Officer and Member of the Board of Management since 2022.

He began his journey with BSH in 1995 as a Process Engineer, steadily advancing through various technical and leadership positions in Germany, including Head of R&D for Ovens. Schubert's international experience includes serving as Head of Manufacturing Engineering in the US.

A significant portion of his career was dedicated to BSH's operations in China, where he served as Vice President Operations Cooking Products before becoming Chief Operating Officer and Chief Technology Officer for BSH Home Appliances Holding China in 2019. His extensive background in operations, technology, and international leadership ultimately led to his current global executive role.

Martin Dieryckx

Daikin

Martin Dieryckx

Martin Dieryckx is the general manager of the environment research centre for the EMEA region and advisor for North America environment aspects. He started his career in Daikin Europe in 1982. He has more than 20 years' experience in product development and more than 30 years' experience in standards and regulations. He has an expertise on environmental impact of the business and is recognised for its contribution to the Nobel peace prize award 2007 for the IPCC. He has several years of experience in management of non-profit organisations. He has a Master of science degree in engineering technology- electronics.

Martyn Davies

Dyson

Martyn Davies

Martyn Davies is Managing Director, CEE at Dyson. He has over 20 years of experience, 16 at Dyson where he has had global experience through management positions in Hong Kong as part of the team that set up the Dyson business in China, then Singapore as General Manager for Southeast Asia. He returned to Europe in 2018 and now lives in Amsterdam with his wife and three children. He holds a degree in Economics and is a Chartered Management Accountant.

Chris Braam

Electrolux

Chris Braam

Chris Braam was appointed CEO Business Area Europe on July 1, 2022. He has over 20 years' experience in senior management roles in sales and marketing from Electrolux, which he joined in 2011, and Nokia where he was VP Sales of the Mobile Phones division for the Middle East & Africa, based in Dubai. During his career at Electrolux, he has been SVP Sales & Service for Business Area Europe and a member of the European Leadership Team (ELT), leading a team of 4,000 employees and responsible for driving new business models including a more consumer-centric approach, integrating the Wellbeing and Small Domestic Appliances business into the Electrolux Major Appliances organization, driving profitable growth through eCommerce and strategic partnerships, and increasing sales across all European markets. Born in 1969, Chris is Dutch and holds a degree in Business Economics & Administration from the Erasmus University in Rotterdam. He is married with four children. He enjoys skiing, jogging, traveling and is a member of a cooking club in his native Netherlands.

Jianmin Han

Gorenje

Jianmin Han

Jianmin Han has been employed with Hisense International since February 2005 and has been serving in various important leadership positions in the parent company. He has been Vice President of the parent company since year 2007 in charge of different business areas of the company. He also assumed other important positions during his tenure with the parent company, including General Manager of Hisense Italy, Vice President of Hisense Europe Region, General Manager of Hisense Europe Region, etc. Currently, he serves as Vice President of Hisense International and General Manager of Hisense Europe Region. As Vice President of Hisense International and General Manager of Hisense Europe Region, he mainly serves in an executive capacity and is in charge of all European operations.

Bernd Laudahn

Groupe SEB

Bernd Laudahn

Bernd LAUDAHN represents the SDA market leader GROUPE SEB as Executive Vice-President GREATER EUROPE. He brings with him a wealth of experience in the domestic appliances industry that he also acquired within Philips Group since 1990, where he held various positions including Sales, Marketing, Innovation, Strategy and Product Development, at both regional and global level. Bernd holds an engineering degree and a Master of Business Administration "One/MBA" from Rotterdam School of Management.

Steffen Nagel

Liebherr

Steffen Nagel

Since May 2014, Steffen Nagel has been Managing Director for Sales & Marketing Global and Member of the Board of Directors at Liebherr Appliance Division. He brings more than 27 years of global sales, marketing and product management expertise in sustainable and profitable growth strategy, go-to-market, omni-channel solutions, brand & communication management, customer service and digital business models in Technical Consumer Products (TCG) and Appliances for Professional Use. Steffen holds a degree in International Business Administration.

Reinhard Zinkann

Miele

Reinhard Zinkann

Reinhard Zinkann is Miele Group's Executive Director and Co-Proprietor. He has completed studies in Economics and Business Management, so as in History and History of Music and Philosophy. Reinhard is also Vice-President of APPLiA and official spokesman of the domestic appliance industry on the board of Zvei, the Association of the Electrical and Electronics Industry.

Angela Stadler

Procter & Gamble

Angela Stadler

Angela Stadler is responsible for global electrical regulatory compliance at Procter & Gamble. She holds a PhD in Biochemistry from University of Frankfurt, Germany and started her career at P&G in 1993. Over the last 33 years, she had various leadership positions in Procter & Gamble's global Human Safety and Regulatory Affairs Organization in several consumer goods as well as medical devices categories.

Dochul Choi

Samsung Electronics

Dochul Choi

Dr. Choi, Senior Vice President at Samsung Electronics, is a key figure in the company's global business and technology strategy. His role involves overseeing business opportunities and product development for main business segments such as air conditioners, refrigerators, washing machines, cooking ranges, and vacuum cleaners. He also spearheads various exploration activities to achieve quantum business growth through innovations and new technologies, a testament to his forward-thinking approach and strategic vision.

Dr. Choi also oversees all foreign government affairs, global standardization, regulatory activities, and trade association activities for the business division. He is an active board member of AHAM (Association of Home Appliance Manufacturers in the USA) and a Steering Committee Member of APPLIA (Home Appliance Europe). He currently serves as Chairman of the AHAM board and a member of the EU Commission-established Roundtable for the Europe Industry 2030.

Dr. Choi's academic and professional background is a testament to his dedication and expertise. He earned his PhD and MS degrees in Mechanical Engineering from the prestigious Pennsylvania State University in State College, Pennsylvania. His solid foundation in engineering and world-class vision have been instrumental in his successful career in the technology industry. He looks forward to educating and leading household appliance technology to reach its best potential worldwide.

Thomas Rodemann

Vorwerk

Thomas Rodemann

Dr. Thomas Rodemann has a broad experience in Consumer Products with a proven track record in Product Development, Quality Management, Operations, Supply Chain Management, Manufacturing and General Management. From 1997 to 2005 he prospered in different management positions at Vorwerk Elektrowerke, Germany. Vorwerk is a German manufacturer for premium household appliances with brands like Kobold and Thermomix and global distribution in Direct Sales. From 2005 to 2008 Thomas was appointed Board Member of Lux Asia Pacific, a Vorwerk subsidiary located in Singapore. From 2009 to 2016 he was in various executive roles at Vorwerk Elektrowerke, thereof 3 years as CEO. He was appointed CEO of Kobold Systems, the Cleaning Division of Vorwerk International, Switzerland from 2017 to 2018. From 2019-2021 he was a Managing Partner of Vorwerk International. Since 2022 he is Member of the Executive Board of Vorwerk SE & Co. KG in Germany.

Yvan Desmedt

Lawyer | Jones Day

Yvan Desmedt

Yvan Desmedt is the Partner-in-Charge of Jones Day's Amsterdam Office, with a regular presence in the Brussels Office. He advises APPLiA on compliance and EU regulatory issues. He has worked with clients for 20 years on EU and national-level competition law, as well as advisory and litigation matters in regulated industries. Yvan's competition law experience includes merger control at the EU and national levels as a notifying party or third-party opponent. He advises on commercial agreements, including joint ventures, distribution, and licensing.

Paolo Falcioni

APPLiA

Paolo Falcioni

Paolo Falcioni has been APPLiA's Director General since January 2014. In this position he focused on improving the association visibility and effectiveness within Europe and internationally. Paolo, after graduating in electronic engineering, started working in the telecommunication sector and, afterwards, he moved to the household appliance industry sector where he held positions with growing responsibilities. He has been one of the founders of the International Roundtable of Household Appliance Manufacturers Associations (IRHMA) which tackles world-wide issues like sustainability and innovation in a global manner. Paolo served for three year as Chairman of the Coalition for Energy Savings, a multi-stakeholder group aiming at improving energy efficiency in Europe. He is also one of the Board members in Smart Energy Europe, smartEn fostering demand side management to help consumers to reap the benefits of the new Energy market.

Jochem Ybema

BSH Treasurer

Jochem Ybema

Jochem Ybema serves as the Chief Financial Officer of BSH Home Appliances Ltd in Great Britain and Ireland. In addition to his role as CFO, he oversees Human Resources, Supply Chain, Facility Management, Controlling, Finance, and Sales Support.

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