Smeg has officially launched its newest regional subsidiary, Smeg New Zealand, marking a significant strategic shift in the brand’s presence across the country. This move follows the closure of long-time distributor Applico and its affiliated retailer Kitchen Things, ending a 40-year partnership that shaped Smeg’s footprint in the New Zealand market.

In August 2025, Smeg confirmed it would take full control of its sales, marketing, and distribution in New Zealand. This transition brings the country in line with Smeg’s global operating model, which emphasizes direct engagement with local markets to strengthen brand consistency and customer service.

Industry Veteran Ryan Lilley to Lead Smeg New Zealand

At the helm of the new subsidiary is Ryan Lilley, a seasoned executive with over two decades of experience in the appliance sector across Australia and New Zealand. Lilley most recently served as General Manager of Retail at Fisher & Paykel New Zealand, a role he held for four years. His career also includes 12 years at Electrolux Australia and three years with Panasonic New Zealand, bringing a wealth of regional insight and leadership to Smeg’s new chapter.

This direct-to-market approach signals Smeg’s commitment to long-term growth and customer-centric innovation in New Zealand, reinforcing its premium positioning in the global appliance landscape.