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Henk in ‘t Hof
Henk in ‘t Hof

Press release -

Blueair appoints Chief Customer Development Officer & VP Global Sales

Stockholm, 1 January 2018: Blueair, a world leader in air purification solutions, today announced that Henk in ‘t Hof has been appointed Chief Customer Development Officer & VP Global Sales. Henk has 25 years of experience in strategy creation, brand development and sales management within the global consumer products domain. He replaces Niklas Wakeus who left Blueair at the end of last year to set-up his own business.

Henk joins Blueair from Newell Brands, where he was responsible as General Manager & Vice President Asia sales for the Appliances business. Prior to Newell Brands, Henk worked as Vice President Marketing & Business Development for Hayco, a privately-owned Hong Kong based company providing product development and manufacturing-services for leading FMCG companies.

Before that Henk worked in multiple positions for Philips in Europe, the US, and in Asia where he was General Manager for the Japan Personal Care Sales organization. In Singapore and Hong Kong, he led the global Home Theatre Business as Vice President & Category Lead.

“Henk combines the strategic understanding of global consumer sales with in-depth experience from Asia, one of our key growth regions”, said Mehmet Altinok, CEO of Blueair. “As such, Henk will be instrumental in expanding the global footprint of Blueair to ensure that more people have access to clean air.”

“Blueair is unique in that it combines an innovative, entrepreneurial, purpose-driven culture with the financial and marketing muscles of parent-company Unilever”, said Henk in ‘t Hof. “I’m excited about the opportunity to help grow the Blueair brand and develop new business models that will positively impact the health and well-being of millions of people around the world.”

Henk will be a member of the Blueair global management team and report to CEO Mehmet Altinok.


Blueair is a world leading producer of air purification solutions for home and professional use. Founded in Sweden, Blueair delivers innovative, best-in-class, energy efficient products and services sold in over 60 countries around the world. Blueair is part of the Unilever family of brands.

Press contacts

Sara Alsén

Sara Alsén

Press contact Chief Purpose Officer Communications & Sustainable Business +46(0)761107057