Electrolux Group appoints Bernard Chong as Head of Region Asia Pacific

Electrolux Group has appointed Bernard Chong as Head of its Asia-Pacific (APAC) region, effective June 1, 2026, as the company strengthens its leadership bench to accelerate growth across the region.

Chong joins from Dyson, where he most recently served as President for Greater China, leading an organisation of more than 1,000 people across the Greater China markets. Over the years, he has held multiple roles at Dyson spanning Southeast Asia, Portugal, and Japan, building extensive experience across both mature and emerging markets.

Earlier in his career, Chong worked with Sony Mobile Communications and Nike Southeast Asia, further strengthening his regional and cross-industry expertise.

In his new role, Chong will report to Yannick Fierling, Chief Executive Officer of Electrolux Group, and will be part of the Group Management team. He will be based in Bangkok, Thailand.

Fierling said, “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.”

Chong added, “My experience spans direct-to-consumer channels and distributor partnerships in mature and emerging markets, and I’m highly dedicated to what I take on and to delivering market leadership and sustainable growth. So I’m looking forward to joining Electrolux Group and helping us to win in the region.”

The appointment comes as Electrolux continues to expand its presence in Asia-Pacific, with a focus on leveraging data-driven strategies and local market insights to drive sustainable growth and strengthen its regional leadership.