“Five years ago, when Haier acquired Hoover Candy, it marked a seismic shift,” Tunstall says. “Integrating with Haier, it transitioned from a family-owned business to a global operation, investing heavily in IT systems, organisation, warehouses, and new factories.” That phase of foundational work is now complete.

The focus has shifted to creating consumer-centric value by enhancing after-sales services, optimising delivery, and building the brand’s storytelling capabilities.

“The home appliance industry can’t survive in a race to the bottom – who can make the cheapest product,” Tunstall says. “It’s about crafting stories that are simple yet compelling, stories that showcase the real value we bring to consumers. This is where independent retail trade excels – they’re fantastic at telling these stories.”

Tunstall acknowledges the crucial role independent retailers play in Haier’s strategy. These retailers, he believes, are uniquely positioned to communicate the advantages of connected appliances to consumers. “Independent retailers can explain the benefits of our products in ways that resonate with their customers.

“They have the ability to tell stories about how these products fit into everyday life, making it easier for consumers to understand and appreciate the value of connected living.”

But Tunstall knows that for this narrative to succeed, Haier must address the skepticism around smart appliances. The conversation around connected appliances often revolves around their practical value versus perceived gimmickry.

Tunstall understands this hesitation: “So right now, there are different protocols from different different companies. And that is the reality of it. But I think that there will be a gradual coming together of some of the standards of some of these things.

“We understand the consumer has a choice and the consumer has the right to make that choice. We hope that we provide so much value that they want to choose us. And because we are a technological company, we think that we have an advantage in this area of connectivity and the internet of things.”

The question from consumers around smart tech is often if it’s really needed, or if it’s just a marketing ploy. Haier’s answer lies in building an interconnected ecosystem where devices work together and offer tangible benefits, particularly in the realm of energy efficiency.

“Our app can track your energy usage, showing how choosing a different cycle on your washing machine could save you half the energy,” Tunstall explains. “This isn’t just about convenience; it’s about empowering consumers with knowledge to make sustainable choices.”

Haier plans to double down on its smart home ecosystem while modernising the Hoover and Candy brands. This involves everything from redesigning logos and updating display materials to launching a clearer vision of what connected living means.

“It’s a massive undertaking,” Tunstall admits. “We’re migrating all new logos, stands, websites, and product designs to reflect the new identity. But this is also an opportunity to redefine smart home technology – not just as a convenience but as a solution to real-world problems like energy consumption and sustainability.”

As Haier pushes forward, Tunstall emphasises the importance of collaboration with independent retailers. “We can’t do this alone. Independent retailers are our storytellers – they’re the ones who bring these products to life for consumers.”

Tunstall believes that it’s not about selling products; it’s about creating value and building a smarter, more connected future. “Our responsibility is to get the products to market as soon as possible, clearly explain and demonstrate the difference, and then allow the independent retailer to talk about these new things in a way that nobody else is doing.”

Tunstall recently stepped up to be Haier Europe’s new CEO after holding the role of Haier UK managing director – a position filled by Diego Perrone back in September.