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July 19, 2010



July 19, 2010 – SVP Worldwide, one of the world’s largest sewing machine companies, announced that Katrina Helmkamp, who has held senior positions at Whirlpool Corporation and The ServiceMaster Company, has been named the company’s Chief Executive Officer.  She replaces Jeff Feinberg, a managing director at Alvarez & Marsal, who has served as interim CEO over the past year and who will now become a member of the company’s Board of Directors.  SVP Worldwide designs, manufactures and sells high quality household sewing machines and related products under the SINGER®, HUSQVARNA VIKING® and PFAFF® brand names.
Ms. Helmkamp was most recently a Senior Vice President at Whirlpool, where she led product development for the $9.6B North American business and improved margins and market share in US Major Appliances. She also has experience in markets around the world and a proven ability to drive the growth of product lines globally – focusing on innovation, enhancement of quality, merchandising, and sales and distribution strategies.
“SVP’s brands are among the most well-known in the world, which presents tremendous opportunities,” said Ms. Helmkamp.  “My goal is to have those brands stand for quality and state-of-the-art innovation.  I plan to spend significant time in the field, working hand-in-hand with our sales force, meeting with our customers, understanding their issues and instilling in our entire organization the philosophy that we are here to create great products and to help our customers meet the needs of consumers.
“This company has a heritage of innovation and we need to rededicate ourselves to that and do so in a way that gets new products to market quickly.  We also need to maximize growth opportunities in markets around the world, many of which already contribute significantly to SVP’s results. And we need to recognize the strength that our dealer network provides and make sure we are giving our dealers every tool available to ensure their success.
“I want to thank Jeff Feinberg who, during his time at SVP, has assembled some outstanding individuals and done the hard work of dealing with some long-standing and challenging operational issues.  His work has improved the company significantly, resulted in a number of operational improvements and laid a very strong foundation for future growth.”
Richard W. Frank, SVP's Chairman, said: "Katrina has an outstanding background and the leadership skills to help SVP realize the growth opportunities in front of it.  She understands how to grow brands and has a track record of success in global markets. One of her top priorities is to introduce new products designed to better serve consumers' needs. Katrina is committed to proving to everyone we touch - from the dealers selling our most sophisticated machines to the moms who are sewing prom dresses for their daughters - that our products deserve to be a centerpiece in their lives."
Ms. Helmkamp has been with Whirlpool since 2007, most recently as Senior Vice President, North America Product Business Teams.  Prior to that, at The ServiceMaster Company, she served as President of Terminix and then as Group President for Terminix, TruGreen Lawn and TrueGreen LandCare – operations that had a combined $2.5 billion in revenues and over four million customers.
Earlier in her career she was a Vice President and Director at The Boston Consulting Group, where she led strategic and operational assignments with consumer goods and industrial clients.
About SVP Worldwide
SVP Worldwide is the world’s largest sewing machine companies and source of the SINGER®, HUSQVARNA VIKING® and PFAFF® sewing machine collections. As a global leader doing business through its affiliated companies in over 190 countries, SVP Worldwide specializes in the design, manufacture and distribution of high quality consumer and artisan sewing, quilting and embroidery machines, accessories and notions. For more information about SVP Worldwide and its brands please visit: and
For more information contact:

Hannah Arnold or Shannon Lynch, 212-575-4545
Linden Alschuler & Kaplan, Inc. Public Relations

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