The former BlueStar President will lead the appliance manufacturer as it seeks to grow its share in the North American home coffee machine market
De’Longhi’s La Specialista Arte Evo machine, launched in the US in September 2023 | Photo credit: De’Longhi
De’Longhi Group has appointed Eliza Woolston Sheffield as President of its De’Longhi America business.
In the newly created role, Sheffield will be responsible for strategy, growth and day-to-day operations of the company’s operations in the US and Canada, where it manufactures and distributes De’Longhi and Braun household appliances, including a range of espresso and drip coffee machines.
“I am incredibly honored to join the De’Longhi America family, as the brand expands its presence in the US and Canadian markets across innovative categories like coffee and espresso. De’Longhi’s commitment to crafting exceptional products that boast innovative technology resonates with my passion for steering growth in consumer-centric organisations,” Sheffield said.
Sheffield will report to De’Longhi Group North America CEO Mike Prager.
“We are thrilled to welcome Eliza to lead our US and Canada businesses. Eliza has an outstanding and diverse track record of success in growing businesses and building brands. She is a terrific addition to our expanding company,” said Prager.
Sheffield joins De’Longhi from kitchen appliance manufacturer BlueStar where she served as Vice President of Marketing from May 2012 before being promoted to President in June 2016. Prior to BlueStar, she held a range of marketing leadership roles with household brands including General Mills and Method Products.
De’Longhi entered the US market in the early 1980s and opened its first international office in New York’s Empire State Building in 1985.
Announcing its preliminary annual results in January 2024, Treviso-based De’Longhi reported group sales fell 2.7% to €3.07bn ($3.3bn) but highlighted strong growth for both its domestic and professional coffee machine segments.