Business remains tough, but Haier is ahead of last year, according to Peter Powell, account director for kitchens at Haier Europe. He says growth has come through actively seeking new business and increasing engagement with customers, rather than waiting for opportunities to appear.

Haier is still a relatively new entrant to the built-in market, and Powell says designers are increasingly interested in what the brand has to offer. For some, that means keeping up with new products and features; for others, it is about finding better value.

Powell says perceptions of Haier among independent retailers have changed significantly over the past five years as the company has worked to build recognition with both the trade and consumers.

“When we launched Haier Built In we wanted a ‘360’ approach,” he says. This includes an exclusive kitchen range across ovens and compacts, enhanced 10-year labour and parts warranties on hero models, the Club Haier reward scheme, display deals and bespoke promotions.

Visible brand

The company has also expanded its training support, with three training managers now working with displaying dealers – while Daniel Heath, national sales account manager for kitchens, works with Powell to support new customers. “We want to be visible in the showrooms, not a faceless brand,” Powell adds.

Powell also believes connected appliances will become increasingly relevant as consumers understand the practical benefits of the technology. He says Haier is  firmly focused on using connectivity where it can make a genuine difference, such as registering appliances, remote troubleshooting and advice through its hOn app.

Asked which category independent retailers could be under-selling, Powell points to built-in refrigeration. He says investment in food preservation technology is already producing products with benefits that are easier to demonstrate to consumers, including Haier’s fully lit ‘Daylight’ back panel.

He believes showing how food looks after several days can go a long was in helping designers demonstrate the benefits of upgrading to customers.

Powell also says Haier is ensuring developments across its freestanding categories are reflected in built-in products, arguing that built-in appliances can perhaps sometimes receive less attention because they are hidden behind kitchen doors.

Leaping ahead to 2027, Powell says Haier’s product development will continue to focus on practical benefits. 

New products already include a heat pump integrated dryer designed so its filters can be cleaned through the door, ‘Lunar’ matt-black, anti-scratch hobs and the ‘Aura’ oven range, featuring a grey finish.

“Our design and development is relentless,” says Powell. “Haier never stands still.”