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Published on February 10th, 2021 | by The GC Team

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Haier creates three-brand activation centre

Haier has created a “state-of-the-art” brand activation centre opposite its Birchwood Park office in Warrington, Cheshire, which opened in 2019.

The new 672 sq m facility will allow the firm to showcase all three of its UK brands – Hoover, Candy and Haier – and 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 ample breakout space and relaxation space. 

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

The purpose-built facility also includes a reception area highlighting the group’s IoT capabilities and latest innovations, demonstrating how each brand’s products integrate and interact with the Red Dot Award-winning hOn smart home app.

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

Construction of the new facility has provided the group with 50% more space at Birchwood Park and the existing showroom has been converted into office space, providing clear differentiation for the sales function and administrative operations.

Haier UK CEO David Meyerowitz said: “Whilst 2020 was a turbulent year, we are proud to have maintained our position as the #1 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.”

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