Alex Rebdi

Alex is passionate about exceptional product design and its power to transform owner experiences. With a background in engineering, she brings extensive expertise in consumer appliances — spanning user insights, feature development, digital innovation, and aesthetic design. She believes truly great design goes beyond appearances, requiring a seamless balance of usability, functionality, and quality engineering.

Throughout her career, Alex has gravitated toward roles that foster a closer connection to end users, always placing owner experience at the heart of her work. From optimising shopper journeys to enhancing the everyday enjoyment of SMEG appliances in the home, she is driven by the idea that great design should be both intuitive and inspiring.

Curious by nature, Alex actively explores emerging consumer trends and the potential for technology to make meaningful improvements to daily life. Her hands-on approach is shaped by personal experience — including several home renovations, some involving listed properties — fuelling her deep appreciation for thoughtful design and attention to detail.

As a mother of two, a passionate home cook, and a lover of all things Italian, Alex brings endless enthusiasm to crafting journeys that help SMEG owners discover products that bring their kitchens to life through intelligent design, innovative technology, and beautiful craftsmanship.

Website: www.smeguk.com