The Electrolux Group has announced the appointment of Bernard Chong to the role of Head of Region APAC, effective June 1, 2026 with the Australian operation reporting into the Thailand based regional headquarters.

Previously the head of Dyson’s Greater China operation he led an organisation of more than 1,000 people covering the Greater China markets.Prior to this role, Bernard held a variety of roles at Dyson spanning markets in Southeast Asia, Portugal and Japan.

He has also worked at Sony Mobile Communications and Nike Southeast Asia.

Electrolux Group CEO Yannick Fierling says, “I’m happy to have Bernard joining the Group. Over his career, he’s helped build brands and launched successful turnarounds, using his approach of combining market insights, data-driven strategy and an uncompromising focus. That expertise will be put to good use here. It will be exciting to work together with Bernard and have him driving the region.”

“I’m extremely excited to welcome Bernard to his new role and look forward to working closely with him,” says Kurt Hegvold, VP Commercial Area ANZ. “His exceptional understanding of the APAC market and his strong focus on delivering sustainable growth will provide a tremendous opportunity for Australia and New Zealand as well as the other markets in our region.”

Bernard will report to Yannick and be part of Group Management. He will be based in Bangkok, Thailand.