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Published on March 17th, 2021 | by The GC Team

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Haier invests in aim to become first choice for smart home appliances

Haier Europe has opened a new facility in Lombardy, northern Italy to house its commercial divisions as part of a global plan to become “the first choice for smart home appliances”.

The 2,600 sq m facility houses showrooms for each of the business’s pan-European brands – Candy, Hoover and Haier – and provides the opportunity to display the full features of the respective ranges in a modern, smart workplace that reflects the products’ separate identities.

The move follows the opening of a 672 sq m “state-of-the-art” brand activation centre in the UK in February this year.

Commenting on the Lombardy development, the company said: “Sustainability, energy efficiency and an entirely plastic-free environment characterise the building” and the space has been “meticulously crafted to bring to life Haier’s ethos of entrepreneurship: zero distance to consumers.” The smart home concept is said to be brought to reality through the creation of an “innovative win-win integrated IOT ecosystem.”

Semmy Levit, chief commercial officer of Haier Europe, said: “The choice of the new building and the development of a dynamic and interactive concept, which guided the design of the new offices, stems from the desire to transfer Haier Europe’s core principles, based on attention to people, sustainability and innovation.

“We want to be the first choice of consumers in the field of Smart Home and we needed a home that best represents this ideal.  

“Energy Park has all the elements to provide a Smart Workplace that can inspire the creativity of our people and facilitate our Mission: to be among the top 3 Players in Europe by 2023.”

David Meyerowitz, CEO at Haier UK, added: “We are proud to be continuing to invest in our our corporate infrastructure, especially during the Coronavirus pandemic. Many of our brands and items have seen an uplift in sales during 2020 as consumers’ spending habits pivoted towards the home and we are happy to be able to invest back into our company.”

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