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Brand Profile

Haier Europe was born in 2000 of the amalgamation of the Haier Group's European experience in the home appliance sector and technological innovation skills.

Haier Europe coordinates marketing and sales of Haier brand home appliances in 17 European countries: United Kingdom, Ireland, Germany, Netherlands, Belgium, France, Luxembourg, Greece, Spain, Portugal, Switzerland, Austria, Italy, Denmark, Norway, Finland and Sweden.

From its headquarters in Varese, Italy , Haier Europe also runs all logistic activities through 4 distribution centres serving the entire European market and located in Spain, United Kingdom, Holland and Italy respectively.

More than for mere logistic reasons, Italy was selected as the European head office on account of the longstanding tradition the country has in the home appliance sector, where the competitive drive is strong and professionals with indepth knowhow are aplenty.

The Haier group's relationship with Europe, as regards the home appliances division, commenced more than 10 years ago when its first products were introduced on the European market. The company's relentless pursuit of success enabled it to take a huge step forward and create the first range of home appliances in 2000 that were designed specifically with the needs and preferences of European consumers in mind.

To stay in tune with market trends and even anticipate them on occasion with technologically groundbreaking products of innovative design, in 2001 Haier acquired 100% control of Meneghetti spa's (PD) refrigerator line of operations. Thanks to the new company set up, Haier (Italy) Appliances spa, Italy has become the reference point for the European cooling sector.

As from the beginning of 2004, Haier is present throughout the old continent, with branch offices in Germany, Spain, France and Italy.

With this new organisational layout, Haier Europe has set in motion its new strategic plan to improve the quality of services and to be closer to market requirements.

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Haier Washing Machine