Verisure (Securitas Direct) appoints new CEO and enhances senior management structure to support its growth and innovation

The Board of Verisure Holding AB (Securitas Direct) is pleased to announce the appointment of Austin Lally as new Group CEO effective August 1st, 2014.

Securitas Direct is Europe’s market leader in offering app-controlled home control systems through its Verisure and Securitas Direct brands, featuring professionally monitored fire and intrusion alarms and 24/7 response services. Thanks to a strong focus on customers and service, its fast growing customer base in Europe and South America is among the most satisfied in the industry. Securitas Direct is a leading innovator in the rapidly changing connected home space.

Austin Lally joins from Procter & Gamble, where he has spent 25 years building and growing leading consumer businesses in Europe, the US and Asia. Most recently, Austin was Global President of Braun and Appliances and a member of the company’s Global Leadership Council. He was a leader in Gillette and a range of P&G businesses. He spent 7 years in Greater China. He also led a successful restructuring of P&G in Germany following leadership roles in France and the UK where he started his career.

The Board also elevated Antonio Anguita, Managing Director of Spain, to the position of President of Iberia & Latin America.

Dick Seger and Luis Gil, the two founders of Securitas Direct, will continue as full time executives and members of the Board and focus on further accelerating the group’s growth.

  • Dick Seger will assume the new role of President of Strategic Partnerships & Alliances, leading the group’s efforts in developing the future of the connected home in cooperation with other industry leaders.
  • Luis Gil will assume the new role of President of Business Development & Expansion, leading the group’s opening of new territories and other growth opportunities.

These enhancements to the senior management structure will support the group’s ambitious plans for further growth, expansion and innovation.

Stefan Goetz, Chairman of the Board, said: “I am delighted to welcome Austin as our new CEO and to the board. Austin has a very strong track record of business success with one of the world’s leading companies. His leadership capability, broad geographic experience and his extensive experience of growing leading international brands will be invaluable as we enter our next phase of growth. As CEO, Austin will keep the customer at the centre of our business, further strengthen our innovation programme and chart the future course of the Verisure and Securitas Direct brands.”

“I am also pleased to announce the new roles for Antonio and for Dick and Luis. They are two incredible entrepreneurs who have built Securitas Direct into a fantastic business with 1.6 million customers, a clear leadership position in Europe and a track record of consistent double digit growth as well as industry leading customer loyalty. We are excited that they will now focus their full energy on leading growth initiatives across the group.”

Designated Group CEO Austin Lally said: “I look back with pride at my career with P&G. It is a special place where talented men and women focus every day on serving consumers. Now, I am honoured and excited to join Securitas Direct at such an important time in its development. I also feel immensely privileged to be able to work with the talented founders of the Group.   I’m joining a very successful business with incredible growth potential. We have excellent products. Verisure and Securitas Direct are great brands. We are privileged to already serve over 1.6 million customers in 14 countries. We know we can serve many more. I’m committed to keeping customers at the centre of our business, to further drive our innovation programme and to continue to grow the Verisure and Securitas Direct brands. We are already the clear European market leader in our industry. We use technology and personal service to offer peace of mind and protection to families and businesses. We will ensure consumers see a Verisure and Securitas Direct home as a connected home and a protected home”.

Dick Seger said: “Austin has impressive experience of driving growth and customer loyalty through building world class brands. I look forward to working with him. I also look forward to being able to devote my full attention to the connected smart home market, where we will see more development in the next few years than we have seen during the last 25 years in our industry.”

Luis Gil said: “Austin joins us at an exciting time for the industry where much growth can continue to be achieved. I look forward to working with him in my new role, knowing that I leave my responsibilities on Portugal and Latin America in the very safe hands of Antonio, who has proven to be an excellent leader in Spain.”

Antonio Anguita said: “I am very pleased to be taking responsibility for leading our expansion in some very exciting territories and look forward to working with Austin. I am also excited to continue to benefit from the entrepreneurial drive and mentorship of Dick and Luis.”

For further information please contact:

Michael Peterson
Investor and Media Relations Manager
Tel. +46 733 221 814

About Austin Lally

Austin has worked for Procter and Gamble for 25 years. Prior to being Global President of Braun and Appliances he was a Global Vice-President and Brand Franchise leader for the Gillette brand. He has held leadership roles in China, Germany and France and he was named to Advertising Age’s Global Power 100. He is a member of the Strategic Advisory Board of the Adam Smith Business School. He is also a Celtic Football Club ambassador and chairs their partnerships Working Group. Austin is 48 years old and Scottish.