Breville, the high-end appliance maker known for its premium coffee machines, will enter the Chinese market later this year. The company aims to encourage more Chinese consumers to brew coffee at home, marking the beginning of a larger plan to expand throughout the Asia-Pacific region.
Jim Clayton, Breville’s CEO, believes the company will be selling directly in every country in the Asia-Pacific region, excluding New Zealand, within the next ten years. He also plans to expand into the Middle East with a new base in Dubai.
This move into China is significant for Breville as it will sell products directly to consumers for the first time. The company will also promote its sister brand, Sage, in the region. This expansion comes even though Breville previously moved its production of appliances for the US market out of Shenzhen due to tariffs imposed during former President Donald Trump’s trade war with China.
Clayton explained that the company took precautionary measures by shipping inventory to the US earlier than planned to protect against potential tariffs. Breville’s decision to enter China and other markets is part of its long-term growth strategy, which includes making its products available in every major market in the region.
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