Effective June 1, 2026, Bernard Chong is joining Electrolux Group to head Region Asia-Pacific (APAC).
He most recently comes from Dyson, where he held the role of President for Greater China, leading an organization of more than 1,000 people covering the Greater China markets. Prior to this role, Chong 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.
Chong will report to Yannick Fierling, Electrolux Group CEO, and be part of Group Management. He will be based in Bangkok, Thailand.
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.”
“My experience spans direct-to-consumer channels and distributor partnerships in mature and emerging markets,” adds Chong, “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.”
