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Bernina Names Paul Ashworth as President

Executive spent time at Terlato Wines and LVMH.

Bernina of America, a manufacturer of sewing, embroidery and quilting machines, has named former LVMH Moët Hennessy Louis Vuitton executive Paul Ashworth as its new president.

Ashworth brings more than 20 years of marketing and business expansion experience in developed and emerging markets. Prior to joining Bernina, he served as vice president of marketing at Terlato Wines International, where he built a portfolio of successful brands. Ashworth also held several positions at LVMH, where he began as the global still wine director for Moët Hennessy Argentina. He relocated to the U.S. and served as vice president of the Wines Division for Moët Hennessy USA and senior vice president and general manager of Moët Hennessy USA’s West region.

Ashworth said, “Bernina has tremendous recognition in the industry as a trusted brand that provides innovative products with unparalleled quality. I look forward to building upon its strong dealer network to increase market share in the U.S.”

Prior to Ashworth, Mike Perich was interim president of Bernina of America. He reports to Claude Dreyer, chief executive officer of Bernina International and its parent company, Hanspeter Ueltschi.

Founded in Switzerland more than 100 years ago, Bernina is a leading manufacturer of state-of-the-art sewing and embroidery systems, sergers and embroidery software. Its products are sold in the U.S. through a network of 500 fully trained independent dealerships.