Anker who is looking at a major expansion of its operation in Australia beyond accessories and eufy has appointed a new managing director.

Gaspar Xie joins Anker as managing director for Australia and New Zealand marking his return to the region after leading the company’s Western European business.

In addition to his regional responsibilities, Xie has also taken on the role of head of global people and organisation, extending his remit beyond regional business leadership to shaping the organisation, leadership capabilities and talent behind Anker’s global commercial success.

“Leading businesses across ANZ and Europe has significantly strengthened my ability to cross-reference business cases across markets, think with a genuinely global horizon, and make decisions based on the realities of each situation rather than applying a single playbook everywhere,” Xie said.

The move comes as the Chinese manufacturer looks to unify its five brands Anker, eufy, soundcore, SOLIX and eufyMake under the single name Anker. It also has plans to expand into audio and baby products while also expanding home robotics and its already established eufy brand.

ChannelNews has been told that the business that recently hired Hisense’s former marketing director, Kleanthis Mantzouranis, has already built a workforce in Australia of over 50 people.

Other recent hires include, Travis Bedford, who has joined as commercial director and Frida Zhu as head of marketing.

Travis Bedford brings more than 25 years of experience across consumer technology, smart home and connected devices. He joins from Swann Communications, where he was managing director for APAC and a member of the global board. Bedford has moved quickly to strengthen Anker’s ANZ team, hiring key personnel into the business.

Zhu joined from Zeeker where she was global marketing director.

Xie said the expanded leadership team underpinned a long-term commitment to the region.

“Australia and New Zealand is a growth market for Anker, and our ambitions here are clear,” Xie said. “We want to be recognised as a major player in the ANZ consumer technology landscape.”

“The team is excited for what lies ahead operating as one brand.” “Bringing our products and technologies together under a single name puts our investment behind one promise – ultimate innovation – and lets us serve ANZ customers with a more connected experience,” said Xie

The new leadership lineup comes as Anker prepares for what it expects to be a strong Black Friday period, as well as products showcased at IFA beginning to roll out in Australia and New Zealand, starting with selected Anker eufy security products from November.