Haier Europe, the European division of global home appliances maker Haier Smart Home, has inaugurated a new 2,600 square meter European head office aimed at strengthening the company’s presence on the continent.

The move confirms the centrality and importance of Italy in its corporate growth strategy and further forges Haier’s technological leadership in the world of smart appliances and IoT solutions.

“It is with great enthusiasm that we inaugurate today our new European headquarters, conceived to create a smart and dynamic working environment,” said Yannick Fierling, CEO at Haier Europe. “The new workplace perfectly mirrors Haier’s culture based on entrepreneurship, zero distance and IoT and we needed a Home that could best reflect our ambition and philosophy.”

Italy: A Haier Europe Hub

The new European main office will house Haier Europe’s more than 500 employees from different nationalities who will be able to easily meet and interact in a connected, high-tech environment in line with what the company is calling its vision of fostering a culture based on entrepreneurship, ecosystem and creativity. 

From the new European HQ, Haier’s European division will continue to directly manage more than 45 sales subsidiaries in Europe, the Middle East and Africa with more than 10,000 employees. Furthermore, the site will act as a strategic hub for Haier Europe.

As well as housing the company’s main European office, it will also be home to Haier’s washing machine factory, the Milan Experience Design Centre for Europe, and the firm’s spare parts and technical service centre that serves all markets. Moreover, the site will accommodate 100% of the firm’s research and development activities and labs focused on connectivity and the Internet of Things for all of its product lines.

The new HQ will benefit from a complete relaunch in terms of its layout and facilities with special emphasis placed on energy efficiency and sustainability.  

Focus on sustainability

Located inside the Energy Park in Vimercate, Italy, within the Green Building Campus, the 2,600 square meter three-storey HQ building was designed to reflect Haier Europe’s attention to sustainability and high energy efficiency, the company says. In that regard, the site boasts an entirely plastic-free environment certified to the highest standards of energy and environmental resource management.  

In addition, another notable feature of the new HQ is that it also hosts a dedicated area for product display where visitors can experience IoT and connectivity in kitchen, laundry and living room scenarios.  

European growth trajectory

Haier Europe reinforced its presence in the European market following the 2019 acquisition of the Candy-Hoover Group and has since doubled its revenues. According to Euromonitor, the company ranks fourth among home appliance manufacturers in the European region with more than 8% market share.

The new headquarters, the company claims, will support the transformational journey that aims at making Haier Europe the first consumer choice for Smart Home solutions. It aims to do so by revolutionising the way people work, promoting efficient growth and keeping Haier Europe at the forefront of design and innovation.  

The news comes after Haier Europe recently revamped its brand positioning around the company’s values and philosophy thanks to a new employer branding campaign and an updated corporate purpose. This is meant to represent the compass that the company intends to follow in order to maximise benefits for its stakeholders and society. 

“At Haier Europe we are on a transformational journey, moving from creating products to designing experiences and scenarios," said Karim Bruneo, Corporate Communication Director at Haier Europe. "Our solutions are designed for consumers’ wellbeing, as they provide an ecosystem of services to deliver rich and meaningful experiences."

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