SUWANEE, GA (Dec. 16, 2025) — Hisense today announced it will name industry veteran James Fishler as Chief Commercial Officer, effective January 1, 2026. His arrival comes as the company accelerates into the next chapter of its U.S. business expansion. With more than 30 years of operational, commercial and category leadership across global consumer electronics, appliances and emerging technologies, Fishler will help oversee the strategic direction that powers Hisense’s long-term growth. His pending appointment reflects the company’s rising momentum in the U.S. and supports the continued expansion of Hisense’s footprint across home entertainment, appliances and HVAC as it builds toward a milestone 2026 and its presence at CES.

Fishler brings extensive operational, commercial, and go-to-market leadership across B2C, B2B and D2C segments for some of the world’s largest consumer electronics and technology brands. His career includes serving as the chief executive over the TV, audio and memory business at Samsung Electronics America, where he led all sales and marketing across those categories; Beats Electronics, later acquired by Apple, where he oversaw worldwide GTM and channel marketing; and leadership positions at LG and Sony Electronics. Throughout his tenure in the industry, Fishler has guided category-defining product portfolios, built high-performing cross-functional teams and established strong, trust-based partnerships with retailers and distributors, driving aligned business planning, navigating channel dynamics and unlocking new revenue streams in competitive categories. His deep experience in TVs, audio, appliances, mobile and emerging technologies - combined with a disciplined, operations-first leadership style - uniquely positions him to support Hisense’s continued expansion and help drive the company’s next phase of U.S. growth.

“Hisense is one of the most exciting growth stories in the industry right now, and what stood out to me immediately is that the momentum isn’t accidental - it’s driven by incredibly talented teams pushing across multiple categories,” said James Fishler. “As I prepare to step into the role, my focus will be on bringing even more clarity, alignment and operational consistency to help those teams move faster with less friction. Hisense has the foundation, the culture and the people to sustain long-term growth, and my goal is to double down on what’s working while building the structure to scale our wins. I’m energized by what’s ahead and excited for what this team will accomplish in 2026 and beyond.”

Fishler’s forthcoming appointment reflects Hisense’s commitment to strengthening its operational foundation and supporting the company’s accelerating growth across the U.S. market. As demand for Hisense products continues to rise - from big-screen home entertainment to the expanding appliances and HVAC categories - the company is investing in leadership that can drive long-term commercial strategy, enhance cross-category execution and sustain the momentum Hisense has built over the past several years. Bringing Fishler into the organization aligns with Hisense’s focus on disciplined growth, multi-category expansion and delivering consistent value and performance to consumers ahead of a pivotal 2026.

Fishler’s addition comes at a defining moment for Hisense as the company prepares for a transformative year ahead. With continued momentum across all product categories, Hisense will enter 2026 with a strengthened leadership team and a clear focus on advancing its U.S. strategy. The company’s presence at CES 2026 will mark the beginning of this next chapter, showcasing the ambition, operational discipline and growth trajectory that will guide Hisense’s vision for the year ahead.

About Hisense USA

Hisense, founded in 1969, is a globally recognized leader in home appliances and consumer electronics with operations in over 160 countries, specializing in delivering high-quality multimedia products, home appliances, and intelligent IT solutions. According to Omdia, Hisense ranks No. 1 globally in the 100-inch and over TV segment (2023-Q3 2025). As the official sponsor of the FIFA World Cup 2026™, Hisense is committed to global sports partnerships as a way to connect with audiences worldwide.

Media Contact

Hisense USA PR | press.usa@hisense.com

Max Borges Agency for Hisense | hisenseCE@maxborgesagency.com