Sage

Sage is the name under which the Australian Breville group trades in Europe, the Middle East and Africa: the brands page of Breville Group Limited says the company operates as the Sage brand in EMEA and as Breville elsewhere, with appliances available in more than 70 countries, and the European site sageappliances.com carries a Breville Pty Limited copyright notice. The group's published history traces Breville back to 1932, when radio salesman Bill O'Brien and engineer Harry Norville founded «Breville Radio» in Australia. The company sold its radio division in 1951 to focus on small appliances, and in the 1960s John O'Brien, Bill's son, set up the research and development centre that allowed it to design and make its own products.

Sage's Italian «Chi siamo» page describes how the brand reached Europe: its small kitchen appliances launched in England in May 2013, Sage Appliances GmbH was established in Germany on 1 October 2017, and since April 2018 the products have been available in Germany and Austria, with the German head office in Krefeld. The same page says product development takes place at the Sydney development centre, where the Snack'n Sandwich Maker and the brand's portafilter espresso machines were created. The company information pages name Sage Appliances GmbH in Krefeld on the Italian site and BRG Appliances Limited, based in London, on the UK site.

According to the UK «About us» page, the range runs from espresso machines to food processors, and the Italian site's product hub includes a section for original spare parts. The group history also sets out the corporate path: Breville Group Limited, formerly Housewares International Limited, has been listed on the Australian stock exchange since 1999, acquired the Breville companies in Australia, New Zealand and Hong Kong in 2001, and took its current name in 2008.