The Chinese company group will invest €1billion over four years to promote business in Europe. This budget will flow exclusively into sale and marketing, as the brand earns around 50% of its turnover in Asia.
As part of Haier’s expansion into Europe, it acquired Candy Group for €475million.
The CEO of Haier Deutschland GmbH Thomas Wittling commented: “[LivingKitchen is] the ideal platform to reach the important decision makers from the trade and the associations, in order to present our step-by-step strategy for the coming years to them.”
He continued: “The new concept of LivingKitchen convinced us, and we are pleased that we could fill it with life.”
Gerald Boese, president and CEO of Koelnmesse, agreed: “The world’s largest household appliance brand at the world’s largest kitchen event – that fits perfectly together.”
Around 200 companies are currently expected at LivingKitchen 2019; 60% of those from outside Germany.