Rob Wileman, Owner and Managing Director of Consumer Brands Limited, has joined BHETA’s SEA (Small Electrical Accessories) committee; Mr Wileman is also Managing Director of Morphy Richards UK, where he is responsible for driving brand strategy, commercial performance, and operational excellence.
BHETA’s SEA Committee represents the interests of the association’s many small domestic electrical product supplier members, ensuring that insights, challenges, and concerns from across the sector are shared and brought to the table.
Mr Wileman brings more than 15 years of senior leadership experience across the UK consumer goods and small domestic appliance sectors. His past roles have included 15 years at Swan Products Limited, holding both Commercial Director and Managing Director roles. During his tenure, he played a key role in strengthening the brand’s market position, leading long-term commercial growth, and navigating significant change within the retail and supplier landscape.
With deep expertise in sales, marketing, and senior-level commercial strategy, Mr Wileman brings valuable, practical experience to the committee, supporting its work on sustainability, efficiency, and best practice across the home and electricals sector.
Commenting on the appointment, BHETA’s General Manager, Steve Richardson said: “Rob’s track record of building brands and driving real commercial impact makes him a fantastic addition to the SEA Committee. He understands the challenges of navigating a fast-moving retail and appliance market, and his practical insight will help the committee deliver meaningful guidance and solutions for our members.”
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