The start of 2020 saw Haier, the number one global brand for major appliances, move into new premises here at Birchwood Park, setting up a state-of-the-art brand activation centre to showcase its UK brands.
Located directly opposite its office at Birchwood Park, the facility spans 672 sqm (7,234 sq ft) 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 tastefully styled to demonstrate USPs of the Haier, Hoover and Candy 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 (Internet of Things) capabilities, latest innovations and 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, and reinforces the Group’s commitment to and investment in the North West of England.
Construction of the new facility has provided the group with 50 per cent more space at Birchwood Park and the existing showroom has been converted into office space. The expansion has provided clear differentiation for its sales function and administrative operations.
David Meyerowitz, CEO at Haier UK, said: “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 customized 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.”
Martin O’Rourke, Commercial Director at Birchwood Park, said: “The team at Birchwood Park always strive to be able to accommodate all needs of both current and prospective occupiers, and so to be able to support Haier UK with its expansion requirements and new showroom facility is fantastic.
“We’re excited to be able to boast such well-known brands as Birchwood Park occupiers, and are look forward for what such expansion will do for the local area and economy.”