Logitech's CEO revives growth by tailoring a China-focused hardware strategy

Hanneke Faber, a former Procter & Gamble branding executive, became Logitech’s chief executive in December 2023 amid falling sales and supply-chain turbulence. She responded by forming a "China for China" team of designers, engineers and marketers in Shanghai, focusing on the country’s massive mouse and keyboard manufacturing base and its fast-moving consumer market. This strategy turned China into Logitech’s quickest-growing region and a laboratory for AI-driven hardware, where eight to ten China-only products are launched each quarter and successful items, such as the G316 X gaming keyboard, are rolled out worldwide.

Globally, the firm has increased R&D spending, pursued new form-factor concepts and leveraged AI to optimise marketing on platforms like Douyin. These actions have delivered ten straight quarters of revenue growth, record profit margins and a debt-free balance sheet, while positioning Logitech as the "eyes, ears and hands of AI."