SMEG Puts Laser Focus on Canadian Market and Appoints Gisela Mussen to Country Manager

SMEG Puts Laser Focus on Canadian Market and Appoints Gisela Mussen to Country Manager

Canadian Retail Expert Will Bring 20 Years of Experience to Expand the Brand

Luxury appliance manufacturer, SMEG, known worldwide for its fusion of advanced-technology and exquisite design, announces the promotion of Gisela Mussen to the newly-created role of Canada Country Manager, overseeing SMEG’s efforts in the country on behalf of the US subsidiary. Having already been leading the brand’s Small Appliance Division in Canada through Euro-Line Appliances (SMEG’s Distributor Partner) and as an ambassador working directly for the brand, Mussen’s new role additionally places her in charge of the Major Appliance Division, strengthening SMEG’s outlook in that sector. The creation of this new position will be the first time that SMEG has a direct, full-brand presence based in Canada, reflecting the increasing-importance of the Canadian market to the company’s efforts in North America throughout the 2020s, and beyond.


“Gisela is a merchant in the truest sense of the word, though, unlike most merchants, she is not exclusively profit-driven,” said Marzio Buttarelli, President of SMEG USA. He continued, continuing, “Being such an experienced buyer, she truly knows what retailers want. Her ten years of experience in the fashion industry combined with another decade of experience with appliances give her a unique and fresh perspective, one sorely needed in the rough-hewn appliance world: a brand new way of thinking that perfectly complements her genuine passion and love for what SMEG does. She has played a pivotal role in establishing SMEG in Canada already, and, as the Country Manager, she will be now be absolutely central to all of our future growth there.”


Previously holding leadership roles within KitchenAid Canada, Wal-Mart, Sears, and Hudson’s Bay Company, Mussen’s experience and connections are expected to help build a strong foundation for SMEG’s strategic partnerships in Canada, immediately helping to overcome existing barriers in the marketplace. When she is not working in her important role, she will likely be found expressing her other passion: cooking, always from-scratch.


“To have the chance to lead SMEG’s expansion in Canada is a truly-unique, and incredibly-exciting opportunity to bring the energy of this iconic Italian brand to life all across the Great White North,” said Mussen of her hiring. “I am extremely-proud to be a part of this important next step forward for such a strong and innovative company, and during such an exciting time in SMEG’s evolution. The brand’s use of color, and its innovations in design inspire me every day. I’m so very looking forward to getting-to-work on further growing our distribution network, and I’m honored to get to contribute to meeting all of our customers’ ever-changing-and-expanding needs during this pivotal cycle.”


Appliance retailers, kitchen designers, and all interested parties in Canada can reach Mussen by emailing [email protected], or by calling 416-728-2872.