This year’s IFA was dominated by two interlinked themes – artificial intelligence and sustainability – both of which are now shaping not just products but also the way they are retailed and serviced.

The event hosted more than 1,900 exhibitors from 49 countries and 220,000 visitors, reaffirming its significance as a consumer and home technologies event. For those in the kitchen and bathroom retail sector, the big talking points were unmistakably smarter, AI-driven appliances and a clear push from suppliers to integrate sustainability into their product strategies.

The show is always a useful bellwether for what will be filtering down into UK showrooms in the coming years, and this edition highlighted just how quickly connected technology is maturing.

Washing machines that adapt cycles using AI, ovens learning cooking patterns, and fridges actively managing food waste were all on display – all of them begging the question if retailers can seize these new products and ideas to differentiate themselves and add value to their design projects.

Some major appliance manufacturers also used their keynote slots to stress the importance of sustainable living, resource efficiency, and long product lifecycles.

Commenting on how closely technology, trade and culture are linked today, Leif Lindner, CEO of IFA Management GmbH said: “We are proud that IFA has once again become the meeting place for the international tech world this year and that we are setting new standards for international cooperation.”

Innovation awards

The inaugural IFA Innovation Awards took centre stage in Berlin, with appliance brands including Miele, Samsung, LG, and Hisense, among the winners recognised for design excellence, sustainability and next-generation technology.

The programme saw a panel of international experts assess submissions across multiple categories, including Home Appliances, Smart Home Technology, Sustainability & Environment, AI Innovation and Audio.

The winners were unveiled on the Innovation Stage by Lindner, who described the event as a milestone moment: “Today marks a defining moment for recognising innovation in our industry. The IFA Innovation Awards have spotlighted technologies that are set to transform how we live, work and connect.”

The headline winners were announced with LG’s Signature OLED T taking ‘Best of IFA’ as the most outstanding product overall. Samsung’s The Premiere 5 winning ‘Best Tech Innovation’ for its forward-thinking technological achievement, and Miele awarded ‘Best Brand’ in recognition of its overall excellence across innovation, impact and design.

Spotted at IFA

Candy // Multi Wash

The Candy Multi Wash features three independent drums – a main 10.5kg drum and two 1kg mini drums – allowing users to wash different loads at the same time, each with its own cycle, temperature and duration.

Whether it’s delicate items, babywear, sports gear or smaller loads, Multi Wash offers personalised care without compromising energy efficiency.

This innovative approach addresses the needs of modern households seeking convenience, hygiene, and energy efficiency. Natalia Sellibara, laundry senior marketing director, explains the motivation behind this breakthrough: “We thought of giving the possibility to wash everything together, but in different drums, and these consuming very low energy, so it’s a very strong brand proposition.”

AEG // Favorit Dishwasher

Showcased at IFA 2025, the new range combines whisper-quiet operation (as low as 37 dB), A-10% energy label, and minimal water consumption (just 8.4 litres), which the brand claims makes it the most silent and efficient dishwasher ever created.

With the ExtraSilent feature, noise levels can be reduced even further, reaching as low as 35 dB.

“Our top models exemplify excellence by combining energy efficiency, minimal water usage, and silent operation, all while delivering spotless results,” says Anna Ohlsson-Leijon, CEO business area europe APMEA and group executive VP, Electrolux Group. “Consumers purchase a dishwasher they can rely on for years, and we have created a range of appliances that offer a perfect blend of long-lasting performance and aesthetic appeal.”

Haier // Horizon Collection Refrigerators

A new segment for Haier, introduced at the show, was the Horizon Collection refrigerators. Conceived to meet the growing demand for convenience, wellbeing, and sustainability, it features systems for water, ice dispensing, and also preservation.

For example, the Nutri Bank technology preserves food at sub-zero temperatures without freezing it. Thanks to this storage method, the natural deterioration process of food is greatly slowed down, freshness is preserved, and waste is significantly reduced.

Alberto Ongini, cooling marketing director Haier Europe, commented: “Nutri bank is what we believe to be a true game-changer in the preservation of fish and meat, because it’s a special drawer with advanced magnetic technology that is able to preserve food like fish and meat below zero degrees. The benefits of long-lasting preservation combined with the avoidance of freezing, and then defrosting with loss of nutrients, will keep food fresh with the right taste, texture, and freshness.”

From the show floor…

Haier made one of the biggest statements at IFA 2025 with its vast ‘Naturally Connected’ showcase, built around the hOn smart home ecosystem that now links more than 70% of its products.

Across its three core brands – Haier, Candy and Hoover – the group highlighted how AI, connectivity and sustainability are shaping the next generation of appliances.

In between hosting keynote sessions from the mainstage of the Haier’s stand, director of brand and communications at Haier Europe, Antony Peart, sat down with kbbreview to discuss the Hoover brand and what to expect going forward in 2026…

What was the reason behind Hoover’s recent rebrand?

Hoover is a brand with a strong heritage and deep roots in the UK, but over time it retained a very traditional look and feel. Recognising the need to modernise, we embarked on a rebranding project that has taken several years. We updated the logo, colours, and overall design to create a more contemporary identity while respecting our legacy.

We’re very pleased with the result – a modern look that resonates with today’s market. Now, our focus is on driving this new identity across all channels, ensuring that both long-time customers and a new generation can connect with the Hoover brand in a fresh, relevant way.

How does the rebrand benefit independent retailers?

As we rebrand Hoover, our focus is on delivering a more innovative and connected product range that truly benefits consumers. We’re moving beyond gimmicks and ensuring that features like AI and smart connectivity provide real, tangible value in people’s lives. For retailers, this means it will be much easier to explain and demonstrate the genuine advantages of our products to customers.

Our goal is to modernise the brand while ensuring that every new feature serves a clear purpose and adds value for both retailers and end users. And that’s something we’re really driving through. There’s a lot of noise out there around AI, but we want to make sure that it has a real consumer benefit.

What are Hoover’s big ambitions for 2026?

Our ambition is to bring the latest innovations into the Hoover brand, particularly for the UK market. We’re placing a strong emphasis on expanding our offerings in cooking appliances and driving growth in the built-in equipment category. Our focus is on maintaining and accelerating our momentum by delivering advanced, consumer-focused products.

So, the aim isn’t to just flood the smart home app with as much product as possible?

Our approach is not to overwhelm the hOn smart home app with countless features or products. Instead, we are committed to ensuring that every addition is purposeful, high-quality, and genuinely benefits the customer.

It’s about focusing on what truly enhances the user experience, rather than simply adding features for the sake of it. Quality and customer-driven benefits are at the heart of our strategy.