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2011 Archives


Over 20 years of marketing and business expansion experience in developed and emerging markets

BERNINA of America, the premier manufacturer of sewing, embroidery and quilting machines, is pleased to announce the appointment of Paul Ashworth as its new president. Mr. Ashworth brings over 20 years of marketing and business expansion experience in developed and emerging markets.

“I am very pleased to welcome Paul Ashworth as president of BERNINA of America,” said Claude Dreyer, CEO of BERNINA International. “Paul has a proven track record of building companies’ market share. I am confident that he will play a critical role in driving the continued success of BERNINA in the U.S."

Prior to joining BERNINA, Mr. Ashworth served as vice president of marketing at Terlato Wines International where he built a portfolio of successful brands. Mr. Ashworth also held several positions at Louis Vuitton Moët Hennessy (LVMH) where he began as the global still wine director for Moët Hennessy Argentina. Mr. Ashworth later relocated to the U.S. and served as vice president of the Wines Division for Moët Hennessy USA. He also later held the position of senior vice president and general manager of Moët Hennessy USA’s West region.

Previously, Mr. Ashworth also served as business development executive for Paterson Zochonis (PZ) Cussons Plc in Manchester, England where he managed the company’s strategy and expansion into Eastern Europe, opening offices in Russia and the Ukraine. He also held several positions with the Seagram Spirits and Wine Group, both in London and Buenos Aires, Argentina.

Mr. Ashworth received his undergraduate degree from the Millfield School in Somerset, England and earned his International M.B.A. from École Supérieure de Commerce de Paris (ESCP) Europe in Paris.

Commenting on his appointment, Mr. 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.”


Founded in Switzerland more than 100 years ago, BERNINA is the world’s premier manufacturer with a proven reputation for offering state-of-the-art sewing and embroidery systems, sergers and embroidery software. BERNINA’s leadership is marked by an impressive number of industry leaders, influencers and artisans who chose to partner with the company. BERNINA products are sold in the United States through a network of approximately 500 fully trained dealerships. In 2008, the company introduced the revolutionary BERNINA 830 , a machine designed to change the home sewing industry. To learn more and to find a dealer, visit www.berninausa.com or call +1-630-978 25 00.