A board talk with Yvonne Ongetta, CIO

Yvonne Ongetta, you took over the role of Chief International Officer at V-ZUG in April 2026. What appealed to you about this position in particular?

Joining a company where craftsmanship, heritage and ambition go hand in hand is rare. And that’s exactly what attracted me to V-ZUG with its strong Swiss brand, and the possibility to expand its international visibility. V-ZUG represents Swiss made quality, precision, design and sustainability – values that we consistently uphold also in our international business. I’m personally motivated by working with our teams and partners to make these strengths tangible for customers in very different markets.

What are the biggest opportunities and challenges in international business at the moment?

The opportunity is clear: particularly in our focus markets, there is strong and growing demand for premium kitchen and appliances, thoughtful design, energy efficiency and products built to last. Discerning customers are willing to invest in quality, aesthetics and service. At the same time, competition is intensifying, supply chain, regulatory and serviceability requirements are increasing and expectations around sustainability are high. Our job is to stay focused: to invest where the brand, our sales model and a consistent customer experience – from the showroom to home use – can genuinely grow and be replicated across markets.

Swissness is key for V-ZUG. What does it mean to you personally – and how can it be convincingly communicated internationally?

For me, Swissness is much more than a label of origin: it’s a consistent promise of honest quality. It stands for reliability, precision, engineering excellence and taking responsibility – for people, resources and the environment. Internationally, it is a strong signal of trust, made tangible through design, ease of use and service. We also emphasise benefits that are relevant locally, such as quiet appliances, high energy efficiency, durability and the assurance that a product can be repaired rather than simply replaced. Our quality standards, product and design philosophy and focus on service remain central. At the same time, we are refining how we approach each market  – from our local partnerships to V-ZUG studios and communications – to create a brand experience that is both globally consistent and locally relevant.

Which markets are V-ZUG prioritising at the moment, and how can you tell whether a market really has potential?

Priority is given to markets where we can achieve sustainable and profitable growth in the premium segment – where the right customer base exists, a strong local partner network is in place and we can build a consistent V‑ZUG brand experience that genuinely inspires people. Our strategic focus markets are Germany, China, Australia and the UK. We assess the potential via a combination of factors: the size of the premium segment, the trend towards high-quality fitted kitchens, the local regulatory environment, service and installation quality, and whether we can establish a clear and differentiated position vis-à-vis established competitors. Ultimately, what matters is whether we can build a profitable, serviceable business there over the long term.

How do you strike a balance between speed and sustainable growth?

By being deliberate about priorities: it’s better to pursue fewer initiatives with real impact and follow through with focus and energy. We test new approaches quickly – in selected regions or with pilot partners –  and only expand when customer benefits, processes and service quality are genuinely ready. For me, sustainable growth means keeping brand integrity, healthy margins, delivery capability and customer experience in balance. Speed should never come at the expense of quality, compliance or long-term reputation.

What have you learnt about leadership that is particularly important in an international context?

Trust and clarity are key. Internationally, teams often operate with different perspectives on priorities, feedback and speed – which is why clear goals, roles and shared principles matter so much, alongside a true willingness to listen. I’ve learnt that good leadership in an international context means setting common standards while truly respecting local expertise. Priorities need to be consistent, and decisions need to be explained openly so that everyone understands not just the what, but the why.

Where do you want V-ZUG’s international business to be in five years’ time?

I want us to be clearly and confidently present in our focus markets and beyond – with differentiated premium positioning, a strong partner and service network, and a customer experience that inspires and sets V-ZUG apart. We want to grow profitably, increase brand recognition and, at the same time, deepen what we stand for: our commitment to sustainability, quality and responsibility. I also want us  to have established internationally scalable processes without losing our proximity to the Swiss roots.

What are you particularly looking forward to in your new role?

Most of all, I’m looking forward to working with our teams and partners to bring V-ZUG’s presence to life in ways that create real value for our customers. I’m equally excited to further entrench our commitment to sustainability internationally, as an integral part of our range, our processes and how we work every day. And I look forward to doing all of this  while staying true to what V-ZUG stands for: Swiss quality, design and responsibility.

About Yvonne Ongetta

Yvonne Ongetta has been Chief International Officer and a member of the Executive Board of V-ZUG since April 2026. Prior to this, she held various management positions at Bosch Power Tools, most recently as Chief Sales Officer with responsibility for global sales. Her other roles included global responsibility for a product area, international marketing and worldwide raw material purchasing. She studied economics at the University of Bern and started her career at Accenture.