Philips extends relationship with Breville Group

Philips achieves record-high growth in personal and garment care categories

February 16, 2011

Sydney, Australia – Philips Consumer Lifestyle is pleased to announce it has renewed its distribution agreement with The Breville Group, following a year of record-high category growth in Australia.


“On the back of a successful 10-year relationship, we have extended our partnership with Breville for another three years,” said Chris Kerr, Director & Commercial Leader, for Philips Australia and New Zealand.


“Philips is a global leader in the personal and garment care categories and we saw significant growth in sales and market share for Australia in 2010, despite most small appliance and personal care markets seeing a decrease in market value.”


In the Australian garment care category, which includes system irons and steam irons, Philips realised market leadership in October 2010 with a share of 31 per cent1 - a position it has continued to hold since then.


To round off the year, strong results were also reported in the male shaving category with Philips celebrating its biggest sales month in Australia with a 17 per cent spike, helping to realise a share of 57 per cent in December 20101. This result follows the successful launch of Philips’ most advanced shaver yet, the SensoTouch 3D in August 2010.


Philips will continue to grow its personal and garment care portfolio in 2011 with the launch of new products in categories such as women’s hair and skin care as well as male shaving and grooming.





1. GFK December 2010

For further information, please contact:

Sarah Campbell
Philips Corporate Communications
Tel: +61 2 9947 0472


About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified health and well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity”. Headquartered in the Netherlands, Philips employs 119,000 employees in more than 60 countries worldwide. With sales of EUR 25.4 billion in 2010, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at