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Richard Sells

Group Managing Director

Richard is Managing Director of the Aurora group of companies, reporting to CEO Andrew Johnson.

He leads the development of Aurora’s commercial and operational business outside of Asia to deliver aggressive revenue and earnings targets.

He has responsibility for developing the Group’s hub-based structure and integration of its trade and project businesses to optimise utilisation of the Group’s resources and deliver maximum returns.

Richard has more than 30 years of experience in both B2B and B2C product-based businesses spanning electronics, durables, lighting and FMCG. From 1999 to 2011 he held roles as Chief Innovation Officer, Global Senior Vice President and Managing Director UK & Eire at Electrolux AB. During this time, Richard was P&L responsible for the $1.5 billion refrigeration business unit, led the R&D and commercial product development teams and implemented global, group-wide business transformations that yielded significant increases in ROCE, profitability and percentage of sales from new products.

Products developed under his leadership received multiple Red Dot design awards, and Electrolux was awarded Supplier of the Year for three consecutive years by the largest independent buying group in the UK. He also served as a main board director of a listed consumer electronics business.

Richard has served as a deal advisor to private equity firms and currently holds an advisory board role at the “Internet of Things” business EVRYTHNG. He is an Associate at The Foundation, a growth and innovation consultancy.

Richard received Electrolux Group Executive Development & Management Training from Duke University in Raleigh, N.C. He is married with two children.


Aurora Lighting Inc. | 12035 34th St North | Suite 2  | St Petersburg FL 33716 | USA

TEL: +1 (727) 524 4270 | FAX: +1 (727) 290-3914

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