Haier outlines plans to grow its smart-home ecosystem in the UK and Ireland as it showcases new appliances at its One Vision conference in Liverpool.
Haier UK & Ireland has set out an ambitious plan to become the UK’s consumer-first choice for a smart-home ecosystem, unveiling new product lines and category expansions at its two-day One Vision – Changing the Game conference at Liverpool FC’s Anfield Stadium.
The event, held on 31 March and 1 April, brought together retailers, suppliers, and industry stakeholders to explore Haier’s vision for 2026 and beyond. It featured updates on innovation, customer experience initiatives, and European growth strategy, alongside a first look at appliances across washing, refrigeration, dishwashing, cooking, and floorcare categories.
Diego Perrone, managing director UK & Ireland, opened the conference, linking the city’s history of innovation to Haier’s ambitions. He said, “Long before it became synonymous with football success, Liverpool revolutionised global trade and connection, becoming one of the first cities to truly change the game in transport, commerce and innovation.”
On Haier’s journey and scale, Perrone added, “From a domestic factory in 1984 to the world’s number one home appliance brand, our journey has been defined by reinvention, consumer‑first thinking and a relentless commitment to quality.
“Today, our scale is extraordinary – from leadership in Asia, the US and Oceania to our growing strength across Europe and now we are fully focused on accelerating our position in the UK and Ireland.”
Looking to 2026, Haier plans to expand into new categories including TVs and floorcare. “Our ambition for the UK and Ireland is bold: to become consumers’ first choice for a sustainable, smart‑home ecosystem. We are targeting ambitious market share growth and a leadership position built on innovation, service excellence and long‑term investment.
“In 2026, we will expand into new categories, including TVs and Haier Floorcare, bringing disruptive innovation to even more homes,” Perrone said.
Liverpool legend Robbie Fowler made a guest appearance, commenting on the role of technology in homes: “Being home for me is better than anywhere else. Home is where the heart is. If I go anywhere though there has to be a good TV – got to watch the football somewhere!”
Fowler also visited the exhibition, adding, “I am genuinely impressed with what I’ve seen today at The Haier One Vision event. It’s so advanced. They are changing the game, especially with the use of AI, cameras and integrated apps. I’m a minimalist and some of the products look so stylish so I would love those in my home.”
Haier also showcased its latest technology across multiple categories, including the Horizon Cooling Collection, Multiwash washing machine with three drums, and the ID Series Cooking range with Bionicook technology.
Neil Tunstall, CEO of Haier Europe, emphasised the company’s consumer-first philosophy: “The consumer is the boss. Zero distance means being exactly where our consumers are whether that’s Warrington, Liverpool or anywhere across Europe.
“We may be the biggest home appliance company in the world, but scale alone isn’t enough, it gives us a responsibility to lead, to innovate and to create real value for consumers and partners.”
The conference also highlighted Haier’s brand partnerships, including its high-profile collaboration with Liverpool FC, and announced a 50% increase in brand investment for 2026 across TV, digital, out-of-home, and major sporting events.
Closing the event, Haier leaders reaffirmed their mission for 2026: to deliver strong double-digit growth and accelerate toward becoming the number-one home appliance brand in the UK and Ireland, leveraging innovation, brand strength, and retail partnerships to shape the smart-home market.