A board talk with Christoph Kilian, CEO

Christoph Kilian, you are the new CEO of V-ZUG. What motivated you to take on the role?   

V-ZUG stands out as a true gem in the industry – an iconic brand known for innovation, deeply rooted in Switzerland, and holding a very strong position in its home market. From my perspective, there is great potential to strengthen our unique positioning on the international stage, and I’m looking forward to helping make the company fit for the future.

Could you tell us a bit about your professional background? What experiences have shaped you the most? 

After completing my studies, I began my career as a Strategy Consultant at Bain & Company, where I gained valuable experience in analytics, project management and the pursuit of quality in delivering results. Over the next two decades at BSH, I navigated the complexities of European and global markets, tackling the daily challenges of understanding and meeting consumer needs. One particularly exciting chapter was my role as Marketing Director in Moscow in 2005. Later, leading an international brand organisation was a transformative experience that significantly shaped my perspective. Following that, I joined Robert Bosch Power Tools, where I took on global responsibility for the accessories business unit in Solothurn, Switzerland, from 2019 to 2023. In my last two years, I also served on the executive board of Power Tools. The strong sense of engagement, accountability and entrepreneurial spirit within the international, user-driven teams truly inspired me.

What evolutions can V-ZUG customers and stakeholders expect? And what will remain constant?  

Innovative technologies will continue to strengthen our market position, ensuring that our products seamlessly integrate into our users’ lives. That is what V-ZUG is known for, and what we will continue to deliver. At the same time, service is becoming an increasingly important differentiator, and the one that reflects V-ZUG’s core values. Together with the team, I am committed to continuing to grow our leadership position in this area, with a strong focus on performance, reliability and enhanced offerings for our customers. Beyond that, we are also embracing the high-end architectural segment of the market. This applies both internationally and locally.

The premium household appliance market is highly competitive. To you, what differentiates V-ZUG from its competitors? 

A given at V-ZUG is its strong product portfolio, particularly in the steamer segment, which delivers exceptional functionality. Further, V-ZUG is renowned for its strong service commitment: it has the largest Swiss-based after-service team in the industry, with 700 service professionals operating worldwide to ensure prompt on-site customer support. Among its larger competitors, V-ZUG stands out for its distinctive circular design vision. To strengthen this, the company has introduced a ten-point manifesto to guide its designers in shaping this sustainable future approach. Another differentiator that serves V-ZUG now and for the future is its agility. This proves to be a true asset in an industry where such flexibility is not always a given. And last but not least, it is the people – V-ZUG’s experienced and dedicated team in Zug and across its locations, along with the valuable, reliable partnerships it continues to nurture and grow.

Sustainability is a key topic in the manufacturing of white goods. Where does V-ZUG stand, and where do you see opportunities? 

During my visits to our new factory buildings and production sites, I was deeply impressed by the vertical concept, as well as the way we’ve managed heating and cooling by using lake water and recovering waste heat from industrial processes. From a materials perspective, the use of the wooden roof and recycled concrete makes this “site transformation” truly remarkable. Furthermore, our step-by-step approach toward a circular economy is a key aspect of how we build products and continuously reduce our environmental footprint. I was positively surprised by V-ZUG’s approach to dismantling appliances at the end of their lifecycle, rather than simply shredding and recycling them. This not only presents ecological benefits but also new business opportunities. What makes this possible is V-ZUG’s uniquely integrated value chain, which, despite our smaller size, allows us to control many critical touchpoints throughout the process. Of course, this initiative is still in its early stages and requires a long-term perspective for full implementation.

V-ZUG represents traditional Swiss quality and innovative design. How do you personally value these aspects in a fast-changing world and business context?  

I’m very passionate about design, both personally and professionally. I appreciate sleek and minimal aesthetics, whether it is furniture, architecture or durable consumer products, and I truly enjoy exchanging ideas with design teams. Quality is fundamental to me. As the saying goes, “If you buy cheap, you pay twice” – a principle that was often repeated in my family. This also ties into sustainability: extending the lifespan of products rather than embracing the throwaway culture of fast change.

Does your passion for design extend to your home?

Living with my wife and our two children, aged 7 and 11, I have to admit that family life often brings more colour than a purely minimal design concept would allow. But we’re enjoying redesigning our life spaces together as we prepare to move to Zug. We’re looking forward to settling in and becoming part of the community. As for the move back to Switzerland – it didn’t take much to convince my family.

To close this talk, what is your message for V-ZUG employees as you step into this role? 

I would like to express how proud I am to be part of this team. V-ZUG has a remarkable legacy, and I am fully committed to leading it into its next chapter. This is a journey we are shaping together, and I look forward to contributing to its continued success. Aiming at growth, I will always support the team while fostering a collaborative and high-performing environment.

About Christoph Kilian

Christoph Kilian is CEO and a member of the Executive Committee of V-ZUG since April 2025. Before that, he was a member of the Board of Management of Robert Bosch Power Tools GmbH. He was responsible for three global business units and the UX and Design departments. He also headed the group’s global power tools accessories business from 2019 to 2023. After graduating from Ludwig-Maximilians-Universität München with a degree in Business Administration and working for the Bain & Company strategy consulting firm, he worked for BSH Hausgeräte GmbH in Germany and abroad from 2000 to 2019. His roles included various management positions with responsibility for global product groups, strategy and branding.​