Major appliance brand Haier has created a brand activation centre within new premises at its Warrington headquarters in Cheshire.

The facility will allow the firm to showcase all three of its UK brands – Hoover, Candy and Haier.

According to the company, it is a further reinforcement to the Group’s commitment to and investment in Warrington and the North West of England.

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Located directly opposite its office at Birchwood Park, the facility spans 672 sqm and comprises separate showroom areas for each brand, a chef’s theatre for cooking demonstrations, a meeting centre including an auditorium, four meeting rooms and breakout space.

Each of the showrooms are styled to demonstrate USPs of Haier, Hoover and Candy brands and house more than 140 models from the group’s 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) and demonstrating how each brand’s products integrate 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.

Construction of the new facility has provided the group with 50% more space at Birchwood Park and the existing showroom has been converted into office space.

David Meyerowitz, CEO at Haier UK, said: “Whilst 2020 was a turbulent year, we are proud to have maintained our position as the #1 global brand for major appliances and to have continued to invest in our infrastructure.

“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.”

Haier has been ranked the number one major appliance brand in the world for the 12th consecutive year.