Haier opens new brand activation centre

Haier has created a state-of-the-art brand activation centre within new premises at its Warrington headquarters.

This Cheshire facility will allow the firm to showcase all three of its UK brands – Hoover, Candy and Haier. It said it is further reinforcement to the Group’s commitment to and investment in Warrington and the North West of England.

The 672 square metre facility comprises several zones, providing separate showroom areas for each brand, a chef’s theatre for cooking demonstrations, a meeting centre including an auditorium, four meeting rooms and breakout spaces.

Each of the showrooms are styled to demonstrate USPs of the Haier, Hoover and Candy brands and house more than 140 models from the group’s expansive product portfolio across cooking, cooling, laundry, dishwashing, floorcare and air purification.

The manufacturer’s Internet of Things technology is also featured along with how each brand’s products integrate and interact with the award-winning hOn smart home app.

This launch follows a recent similar unveiling by Haier at its European headquarters in Lombardy, northern Italy.

David Meyerowitz, CEO at Haier UK, said: “Whilst 2020 was a turbulent year, we are proud to have maintained our position as the number one global brand for major appliances and to have continued to invest in our infrastructure.

“We relocated to Birchwood Park two years ago and are delighted to have expanded our operations in this relatively short period of time, especially against the backdrop of the pandemic. This new infrastructure will help us to serve our business needs more efficiently and effectively in the coming years.

“Having a brand activation centre adjacent to our existing offices provides us with a dedicated meeting facility to showcase our triple-brand portfolio and product offerings in a unique and customised way. We also aim to use the space to hold media briefings, host events and create storytelling content for our brands, our products and our people.”