Haier outlines plans for growth in UK


Chinese appliance giant Haier has revealed its ambitious strategy to achieve further growth in the UK and Ireland.

Under the theme ‘dream, believe, achieve,’ the brand – which is also the parent company of Candy and Hoover – used its annual 1 Vision Conference to reveal its worldwide growth to date and outline its aims and objectives to become ‘the UK’s supplier of choice’.

“We have been the global no 1 brand for 14 years,” said Haier Europe’s CEO for the UK, and Ireland David Meyerowitz. “Our aim is to become the number one supplier in the UK and Ireland by 2027.”

He described the company’s worldwide growth to date as ‘phenomenal’ confirming that it now has 170 factories, selling to 160 countries, with one billion customers, 100,000 employees, 4,000 micro-enterprises and 140,000 retail partners.

Confirming the brand’s aspirations Yannick Fierling CEO of Haier Europe added: “We have a market share of 17% worldwide with a worldwide turnover of 32 billion. Every 1 in five fridges, wine coolers, washers, dryers are a Haier product. And despite the challenges we have faced recently with COVID and supply chain issues, we have doubled our turnover making us the fastest-growing smart home appliance company.”

During his address Meyerowitz explained how the company’s new UK training facility, in Birchwood is part of its long-term growth strategy is adding that its expertise in connectivity would also help drive sales.  

“By 2025, 100% of our sales will be connected appliances,” he said, “and they will focus on the ultimate user experience.”

Haier Europe also revealed how sustainability is a key focus for the company and announced a new initiative with Octopus Energy that will enable them to offer “consumers the lowest cost per wash cycle at just five pence”.

“We want to extend the life of appliances and we will do this by adding new versions of software through our app,” said Fierling. “Energy efficiency is important for us and being able to tell the customer when the cheapest time is to run an appliance efficiently, is important.”

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