The AMDEA name will be retained but its logo will no longer reference ‘The Association of Manufacturers of Domestic Appliances’. The new-look AMDEA logo will incorporate the strapline ‘The UK Home Appliance Association’.

AMDEA CEO Stefan Hay says: ‘When I took on my role last year I promised evolution not revolution. The AMDEA team has been steadily building membership services and implementing a new rolling five-year strategy, membership is growing rapidly to incorporate the wider appliance sector, and we are increasing our engagement with a wider range of government departments and MPs as the voice of UK home appliances.

We have evolved to the point where our old brand no longer reflects who we are and what we do. Our new brand is aimed to embody our brand values of Community, Integrity, Authority, Skills and Connectivity. Our new strapline ‘The UK Home Appliance Association’ is inclusive of all our members whilst our new colours emphasise our professionalism and assurance with a dash of energy and aspiration.’

The new brand identity will be phased in over the summer. If you would like any additional information or a copy of our Brand Guidelines, please contact Rebecca Hildreth.

Following this year’s AMDEA Conference, we spoke with Hannah Gibson, Founder of Diverse Integration, to reflect on the growing focus on accessibility and inclusion across the home appliance sector. Drawing on both her professional expertise and lived experience, Hannah shared why accessibility must be embedded from the outset across product design, digital services and customer experience.

Driving Accessibility Across Organisations

Hannah’s mission is to help organisations take a systemic, practical approach to accessibility – embedding it across every part of a business rather than treating it in isolation. As she explains, “I’m on a mission to help create a world where everyone belongs.” This means integrating accessibility into “the DNA of the organisation — from employees to customers, from products to digital services.”

Her work spans digital accessibility, inclusive customer experience and product design, working closely with manufacturers through user testing, audits, focus groups and strategy development. In simple terms, she focuses on making products and services easier to use, understand and access for everyone. A key priority is early integration. Rather than being an afterthought, accessibility should be considered from the very beginning of development.

Why Accessibility Matters

With over 20 years’ experience in the electrical manufacturing sector, Hannah brings both technical and accessibility expertise. She emphasises that accessibility is not niche. As she notes, “it affects all of us directly or indirectly through people we love and care about.” Home appliances are used daily, meaning they must evolve alongside people’s changing needs. Designing accessibly from the start ensures products remain usable and relevant throughout the user’s life. Hannah also challenges the misconception that accessibility compromises design. “Accessibility does not mean compromising on design. The best accessibility is seamless.”

A Shift in Momentum Across the Sector

Hannah observed a clear shift at this year’s AMDEA Conference, with accessibility playing a more visible role. Around a third of the agenda focused on inclusion-related topics, highlighting growing industry attention. Importantly, discussions extended beyond formal sessions. Accessibility became a central topic in networking and breakout conversations, with attendees openly sharing personal experiences and challenges. “What excited me most was that these conversations were coming from a place of genuine curiosity and openness, not resistance,” she said.

Questions Driving Discussion

Across the sector, key questions are shaping progress: what accessibility looks like in practice, how it impacts cost, who benefits most, and whether it can become a competitive advantage. These discussions reflect a growing recognition that accessibility is both a shared responsibility and a driver of innovation. As Hannah explains, “Empowering people within their own homes creates greater independence, confidence and dignity.”

Innovation and Future Opportunity

Hannah also highlighted wider industry conversations around repairability, parts pricing and commercial viability. At the same time, emerging technologies present significant opportunities to support more accessible and independent living, with innovation likely to play an increasingly important role in the future.

The Importance of Accessible Communication

Accessible communication is fundamental to creating inclusive experiences. It must be embedded across organisations, alongside a broader understanding of disability. Hannah highlights that many disabilities are non-visible, reinforcing the need for inclusive design and communication that considers a wide range of needs. Creating open and supportive environments is also key. Encouraging people to share experiences and perspectives helps organisations better understand and address accessibility challenges.

Embedding Accessibility in Practice

Hannah outlines a clear starting point for organisations: developing an accessibility strategy aligned with business priorities and values. Real-world insight is essential, including user testing, audits and collaboration with disabled communities. These approaches help organisations understand current performance and identify areas for improvement. Most importantly, action is key. “The most important thing is simply to start.”

Leadership and Industry Responsibility

Leadership plays a critical role in driving progress. For AMDEA and its members, this means embedding accessibility into everyday decision-making. Hannah emphasises that leadership requires a willingness to learn, adapt and improve over time. Accessibility is not just about compliance, but about creating products and services that enable more people to participate fully in everyday life.

Social Impact and Opportunity

Accessibility delivers both social and commercial value. Hannah highlights the “Purple Pound” as a significant opportunity, representing a large and often underserved market.

By embedding accessibility, organisations can improve customer experience, build long-term trust and reach new audiences.

Hannah’s reflections highlight a clear shift across the sector, as accessibility moves from conversation to action. For AMDEA and its members, this presents an opportunity to embed inclusive thinking across products, services and communications—delivering better outcomes for all.

The conference featured three themed sessions covering sustainability and innovation, inclusive design and consumer trust, and addressing industry skills shortages.

The opening session, Excellence by Design, with Chris George (Electrolux), Professor Mark Miodownik (UCL Big Repair Project) and Dr Catherine Menon (University of Hertfordshire), explored how manufacturers are advancing sustainability through recycled materials, efficient product design and low‑carbon logistics, alongside the growing importance of designing appliances for repairability and longevity. Speakers also examined the opportunities and safety considerations surrounding the integration of AI in home appliances.

The second session, Powering Inclusion, with Adam Carter (Consumer Friend), Sue Flowers (BSH Home Appliances) and Steve Lineton (GAP Renew) focused on how transparent communication, inclusive design and appliance refurbishment and reuse can help empower consumers, support communities and extend product lifecycles.

The final session, Tomorrow’s Talent Today, with Kevin Brown (Pacifica), Gavin White (The Autotech Group), Maggie Philbin OBE and TeenTech Alumni addressed the challenge of attracting and developing new talent, with insights from the appliance and automotive sectors, alongside a young person’s perspective on entering the technical workforce.

Commenting on the event, Stefan Hay, CEO of AMDEA, said:

“Our conference highlighted how the home appliance sector is evolving, from driving sustainability and circularity, to designing products that work for everyone and building the skilled workforce we need for the future. These conversations are vital as our industry continues to deliver innovation, safety and value for UK households.”

The day concluded with an inspirational keynote from Dr Roz Savage MP, followed by the AMDEA Excellence Awards, celebrating leadership and best practice across the sector. Awards were presented in the categories of Contribution to Communities, Training and Development, and Contribution to the Circular Economy, with Pacifica, BSH Home Appliances, Beko and Euronics (CIH) among this year’s highly commended and award winners. The awards were sponsored by British Gas, AEG (Electrolux Group) and Pacifica.

AMDEA will be publishing a full conference report in the next few weeks. The report will be available on our website and highlighted in our digital communications with members.

The proposed UK Mandatory Water Efficiency Labelling Scheme (MWELS) will force manufacturers of “wet” appliances such as washing machines, washer-dryers and dishwashers, to display a new water efficiency label. However, water consumption is already clearly displayed on the existing, mandatory GB energy label.

AMDEA warns that introducing a second, visually similar label using completely different calculation methods, will not only cost businesses millions but will actively confuse shoppers and potentially add costs to everyday appliances.

New nationally representative consumer research commissioned by AMDEA also reveals widespread “label blindness” among UK shoppers, suggesting new labels will not improve understanding:

• Over half (51%) of consumers say there is already so much information on appliances that they find it hard to know what to focus on.
• Only a third (34%) usually read all the labels and information provided when buying a new appliance.
• Over two-thirds (67%) believe new labels should only be added if they replace an old one to keep things simple.

Stefan Hay, Chief Executive Officer of AMDEA, said: “This proposed regulation is the very definition of unnecessary red tape. The Government is forcing manufacturers to print millions of redundant labels and segregate stock for the GB market, creating a massive £28 million logistical nightmare. At a time when household budgets are stretched to the limit and manufacturers are trying to compete in a difficult trading environment, adding millions in regulatory costs that will inevitably trickle down to the consumer is completely unacceptable.

“Consumers are already overwhelmed by the amount of information thrown at them. Our research clearly shows they want simple, consolidated information, not a proliferation of contradictory stickers. The existing GB energy label has successfully driven massive improvements in water and energy efficiency for decades. Duplicating it with a flawed, conflicting metric will only undermine consumer trust and create confusion.”

A flawed ‘green’ metric that penalises smaller households

Beyond the £28 million initial burden and an estimated £5 million in ongoing annual costs, AMDEA analysis of several thousand dishwasher models shows the proposed MWELS metric is fundamentally flawed because it calculates efficiency based on “litres per place setting”. This means it favours large, full-size appliances and unfairly penalises slimline, compact or tabletop models often used by smaller households or those with limited kitchen space.

Chris George, Head of Trade Operations and Sustainability, Europe West at Electrolux Major Appliances and AMDEA Chair explained: “’The appliance industry, like so many other industries, is under pressure and this unnecessary new mandatory label will add further to our costs. Modern washing machines and dishwashers are extremely water efficient, and the existing energy label already tells consumers how much water is used per typical cycle.  Adding another water label unrelated to the energy label information will create confusion for GB customers. We need the Government to remove ‘wet’ appliances from the proposed regulation urgently.”

EU conflict

Applying the MWELS label in Great Britain also creates a direct legal conflict with Northern Ireland. Retained EU law, which still applies in Northern Ireland, prohibits the use of additional labels that mimic the energy label to prevent consumer confusion.

AMDEA is urgently calling on Defra and the Minister for Water and Flooding, Emma Hardy MP, to review the scope of the MWELS Regulations and exclude washing machines, washer-dryers and dishwashers before the legislation is laid before Parliament in May.

Our first session ‘Excellence by Design’ will feature:

• Chris George, Head of Trade Operations and Sustainability, Europe West, Electrolux and Chair of AMDEA will share his insights into how the home appliance sector is advancing sustainability through recycled materials, low-carbon logistics, and energy and water conservation.
• Professor Mark Miodownik, UCL Big Repair Project will discuss why designing home appliances for longevity, repairability, and reduced e-waste really matters and how policy can support the industries efforts.
• Dr Catherine Menon, University of Hertfordshire will be exploring the ethics, opportunities, safety and public perception of AI integration in home appliances.

In the second session ‘Powering Inclusion’ we will hear from:

• Adam Carter of Consumer Friend who will present ideas on how manufacturers can build consumer trust through transparent communication while navigating potential barriers and pitfalls.
• Sue Flowers, NEFF Brand Manager at BSH will discuss how home appliances can be designed for all, for inclusive use to overcome barriers to accessibility to empower people to live in their homes with independence.
• Steve Lineton, Managing Director of GAP Renew  will explain the work his organisation is undertaking around appliance refurbishment, reuse, and extending product life cycles to support communities, charities and environmental goals.

The third and final session ‘Tomorrow’s Talent Today’ will comprise:

• Kevin Brown, CEO, Pacifica who will talk about the importance of attracting young talent to the home appliance service and repair sector – “Nobody grows up dreaming of fixing a washing machine!”.
• Gavin White, Founder of The AutoTech Group will share his experience from the automotive sector on how they are solving critical industry skills shortages.
• A TeenTech Alumni will speak from a young person’s perspective, sharing their journey of how they entered the technical workforce.

Finally we will hear from a keynote speaker, Dr Roz Savage MP, before delegates and speakers will be invited to join a networking drinks reception and hear who has won the inaugural AMDEA Awards!

AMDEA Members can book their tickets via the Members Portal, other guests are invited to contact info@amdea.org.uk for information on how to book.

Stefan Hay, CEO, AMDEA says: ‘We are thrilled to showcase the excellence of our members through these three new awards. We have launched this new initiative as it is clear that our members and associate members are setting the bar for responsible corporate behaviour, and these awards give us the opportunity to shine a light on their often hidden achievements in supporting the circular economy, developing and training a skilled workforce and in supporting local communities. We look forward to announcing the winners on the 6 May.’ 

AMDEA members are encouraged to enter, for more information and an entry form contact charlotte.nelson@amdea.org.uk

AMDEA CEO Stefan Hay expressed strong enthusiasm about the new partnership, stating that he is delighted to welcome Bluestem Group into the Association’s growing membership. Hay highlighted the energy, expertise, and product diversity Bluestem brings, noting that the addition of Igenix, Statesman, and Ewbank strengthens AMDEA’s collective voice and industry representative impact.

Stefan Hay said: “We are absolutely thrilled to welcome Bluestem Group into the AMDEA community. Their exceptional brand ranges Igenix, Statesman and Ewbank represent innovation, quality, and deep company values. Bluestem’s commitment to the circular economy, compliance and customer service excellence aligns perfectly with AMDEA’s own values, and we look forward to the new contributions they will bring to our community.”

Rebecca Batchelor, Group Manager at Bluestem Group, welcomed the partnership and emphasised the importance of industry collaboration in supporting product safety, sustainability and responsible growth.

Rebecca Batchelor said: “We are pleased to join AMDEA and to be part of a network that represents the UK’s leading home appliance brands. Collaboration across the industry is essential as we work together to strengthen our standards around product safety, sustainability and regulatory compliance. We look forward to contributing our experience and supporting the important work AMDEA does on behalf of the sector.

Since becoming Chair in 2018 Teresa has led AMDEA through a period of significant transformation and growth. She strengthened the organisation’s leadership early on with the appointment of Paul Hide as Chief Executive and went on to guide AMDEA through major challenges, including the Covid-19 pandemic, leaving the Association on a robust financial footing with a skilled and effective team in place.   Increasing the importance of sustainability  – and promoting the circular economy through repair, reuse and recycle –  has been a hallmark of her leadership, with annual Amdea conferences focusing on this critical topic since 2021. Under her leadership, AMDEA also expanded its public-facing role, launching the award-winning Know Watt’s What campaign in 2023 to highlight the cost and energy-saving benefits of modern appliances to end consumers.  Throughout her eight year tenure, Teresa also continued to drive ‘Register My Appliance’, the annual initiative which encourages households to register their appliances to improve product safety.

In 2025, Teresa oversaw the appointment of AMDEA’s current Chief Executive, Stefan Hay, ensuring a smooth leadership transition, and in January 2026 supported the introduction of a new Associate Membership category, further strengthening the Association’s reach and influence.

Teresa Arbuckle said:  “I am very proud of where AMDEA leads today, delivering impactful sustainability and safety campaigns for consumers, and working with key stakeholders and government officials on critical topics concerning us all. I’m pleased to remain as an AMDEA Board member to ensure that AMDEA continues to move forward in a positive direction in order to benefit millions of UK households”.

In paying tribute to Teresa, Stefan Hay said: “It has been a real privilege to work with Teresa over the past few months. Her commitment to AMDEA, her unwavering support for the team, and her dynamic, principled leadership have left a lasting mark on the organisation. Teresa’s contribution to AMDEA and to the wider UK appliance industry cannot be overstated; she has played a pivotal role in shaping a strong, respected and influential association. I inherit an organisation in robust health, built on the foundations laid by Teresa and Paul, and I am proud to continue building on their legacy together with our new Chair Chris George.”

AMDEA’s new Chair of the Board, Chris George, will take up the role from today. Chris has worked in the appliance industry and associated technology industries for over 20 years and has been an active member of the AMDEA Board since December 2023.

Speaking about his appointment and his aspirations for AMDEA’s future Chris George said:

“I’m delighted to take on the role of Chair at AMDEA. Having worked across this industry for more than a decade, I’ve seen first-hand how important AMDEA has been in defining standards, regulations and championing crucial issues like sustainability. With Stefan now driving the business forward and expanding our remit and membership, my priority as Chair will be to continue Teresa’s great work and ensure AMDEA remains a strong, credible voice for our members. I intend to help us to continue our excellent collaboration with government and stakeholders to support innovation, drive high standards, and help the industry navigate the many challenges and opportunities that lie ahead.”

Finding Opportunity in the Unexpected

Gemma first joined BSH in 2012, working through an agency in the company’s National Parts Centre. Her strong work ethic and natural rapport with colleagues quickly earned her an official contract, the fastest ever for an agency staff member at the time. From warehouse operations to the post room, those early roles allowed her to build relationships across the organisation and familiarise herself with the wider business. Product compliance, however, wasn’t part of her original plan.

Discovering a Career in Product Compliance

“I never thought I would work with compliance, standards, and regulations,” Gemma admits. “Those topics seemed boring to me!” But in 2019, after realising a PR apprenticeship was not the right fit, she had four weeks to secure a new position. A colleague recognised her potential and recommended her for a role in product compliance. She took a leap of faith and never looked back.

Her early mentor, Alex Lewis, played a pivotal role: “He reassured me I knew what I was talking about and encouraged me to trust myself.” Colleagues across Europe also welcomed her with openness and support, laying the foundation for a career she now thrives in.

The Evolving Landscape of Diversity in the Industry

Gemma has seen first-hand how industry’s diversity has grown, particularly in gender and nationalities. At a recent AMDEA Technical Committee meeting, she noted it was “the most women I’ve ever seen at one of those meetings”. Even so, she observes that men often dominate technical conversations, though she jokes: “Until I joined, of course!”

While progress is evident, she believes there is still room for improvement and a more equal balance.

Navigating Challenges and Building Confidence

Gemma hasn’t felt directly challenged as a woman in her sector: “Everyone has been welcoming and engaging.” Most of her hurdles were internal, self‑doubt and second‑guessing. With time and a supportive network, she’s learned to put that aside. Her philosophy is simple: “It’s better to ask a question than never ask at all. How are we to learn if we sit on the sidelines?”

A Day in the Life of a Product Compliance Officer

A typical day for Gemma includes “reading, lots of reading! Creating Declarations of conformity for all our products and ensuring the connected appliances under (RED) are available on our brand websites. Then I will respond to general queries from the Category Team, Customer Service Team, Area Business Managers and our Technical Team. I believe that it is important to be efficient in responding to an email in a good timeframe”.

Efficiency and transparency are core values for Gemma, and they are qualities she has passed on to colleagues she works closely with. “We have an amazing working relationship with our colleagues, who work in our factories, for those more technical questions we receive and may not know the answer.”

“No day is the same, as I never know what I’m going to receive.”

Gemma finds her greatest reward in being honest, responsive, and helpful: “I don’t want to lead someone up the garden path. If I don’t know something, I’ll find out or find someone who can help.” Having experienced unhelpful responses earlier in her career, she strives to be the colleague others can rely on.

Proudest Achievement

Gemma played a significant role in navigating Brexit compliance, a complex, multi-dimensional challenge. From correcting misinterpretations to learning new systems and managing vast flows of information, she calls the project “an amazing achievement,” supported by colleagues across many departments.

Opportunities for Improvement Within the Industry

When we asked Gemma, ‘What more do you think the domestic appliance industry could do to attract and retain more women?’, she said: “Women look more closely at the people that work around us and how we feel when we walk into the office.

Being happy in the place you spend most of your waking hours is important to us. This includes job descriptions and how the employer words engineering, compliance and technical roles within a company. It doesn’t set a warm environment, but a cold one. Which I believe can affect women applying for the roles. Inclusivity is important to us, leaving any bias at the door.”

And, she adds: “Having a sense of humour helps, people in this area can be perceived as a bit wooden”.

Advice to Women Considering Technical or Compliance Careers

“I believe I’m proof that you don’t always need a degree to succeed in an engineering, compliance or technical role. I believe with hard work, determination and the right attitude, the world is your oyster. Be open and honest with what you do and don’t know and always having your door open for questions. No matter how busy we get, it’s important for those who work around you that they have your support.”

Gemma’s advice to her younger self would be “Believe in yourself and your capabilities”.

International Women’s Day 2026: ‘Give to Gain’

This year’s theme resonates deeply with Gemma: “The more you give, the more you gain. Be your authentic self. Treat others how you want to be treated.” Her kindness and openness have changed lives in ways she never expected. “I have been told that some conversations I’ve had with friends and colleagues have helped with their mental health. To know I’ve had that impact means the world to me,” she says.

“‘Be kind’ is more than words or a hashtag.”

Gemma Austin embodies the spirit of International Women’s Day: courage, authenticity, compassion, and leadership through example.

Her journey reminds us that careers aren’t always linear, confidence can be learned, and giving time, kindness and honesty creates ripples that go far beyond the workplace.