The household appliance sector in Italy has seen two recent new appointments. Haier Europe has chosen Laura Scelzi as Marketing Director Italy, while LG Electronics Italy has appointed Luca Lampredi as the new Sales Director of the built-in appliance division. Laura Scelzi is responsible for outlining multi-brand and multi-channel strategies, while Luca Lampredi heads a division that represents a strategic growth area for LG Italy.
International experience within the Haier Group
In her new role, Laura Scelzi will aim to strengthen the strategic role of Haier, Candy, and Hoover. The Italian branch of the Group aims to increase the awareness of the Haier brand, strengthen Candy’s presence, communicating a relaunch consistent with its identity, and renew Hoover’s positioning through the new communication platform.
Laura Scelzi has international experience within the Haier Group as Senior Brand Manager EU for the Small Domestic Appliance category. She has collaborated in defining the multi-brand strategy, contributing to the positioning of the brand and the growth of its KPIs. Previously, she worked in the FMCG sector, holding the position of Global Senior Group Brand Manager Kinder. She has also gained solid know-how in the development of marketing strategies, category management, and 360° communication, both locally and globally.
“I am delighted to join the Italian team and excited to embark on this new journey at Haier – Laura Scelzi commented –. My goal is to work with the entire team to develop strategic marketing plans aimed at consolidating our market presence, enhancing the uniqueness of our portfolio, and strengthening our connection with consumers through an integrated and dynamic approach”. In her new role, she will report to Emiliano Garofalo, Country Manager Italy at Haier Europe.
Growth in built-in segment and consolidation in the premium area
Luca Lampredi, who reports to Franceso Salza (Consumer Electronics Sales Director), heads the built-in division with responsibility for the LG built-in and Signature Kitchen Suite brands across all distribution channels. The built-in market is an area of growing importance for LG Italy. Following its debut in June 2023, the company has completed its commercial offering for the home with technological solutions for the kitchen and living room.
Lampredi aims to drive LG’s growth in the market and, in particular, consolidate its role in the premium segment. The manager has gained extensive knowledge of the sector during more than 20 years at Whirlpool Corporation. There, he held international positions of increasing responsibility, overseeing business operations in countries such as Russia, the Middle East, Africa, and Israel. Upon his return to Italy, Lampredi served as Commercial Director for the built-in division for six years before joining LG.
“I am pleased – Lampredi said – to begin this new journey with a company that stands out for its ability to innovate and evolve while remaining a point of reference for partners and consumers. The chance to contribute to LG’s growth is a challenge and an opportunity that I look forward to exploring”.
