Owner of the Hoover and Candy brands, Haier Europe has appointed Mark Armstrong as channel director to drive its commercial business with home builders and developers in the UK and Republic of Ireland.

Armstrong has a 30-year career in and around the white goods industry, joining the firm from the business division of AO.com, where he held the position of head of sales – house builders.

It follows an eight-year stint with Electrolux, where he held the role of channel manager – contracts.

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Supported by an account director, Armstrong will report directly to UK & ROI CEO David Meyerowitz and will work alongside his counterpart responsible for kitchens, trade and DIY customers.

Armstrong’s remit will cover all product categories and his main responsibility will be to secure and grow contract business for Hoover and Candy built-in and freestanding appliances.

Speaking about his appointment, Mark Armstrong said: “I simply couldn’t pass up an opportunity to work for the world’s number one in home appliances.

“The Hoover and Candy product portfolio covers an extenstive range of price points, specifications and aesthetics, so we can meet, if not beat what the competition has to offer.

“We have a great team with a vast knowledge of the white goods industry which makes our proposition even stronger and hopefully my experience over the years working in this channel will help us achieve our goal to grow and create demand for the trusted brands.”

David Meyerowitz added: “Thanks to the existing team, we have achieved significant progress in our contract business to date.

“Now we are ready to take it to the next level and are excited to have Mark on board to provide a dedicated focus on builders and developers.

“His extensive experience and proved track record for both manufacturer and distributor will help further develop this important business area and enable us to better support these important customers.

“Our aim is to become the UK trade ‘supplier of choice’. To be recognised in this way, we must harness the power of our brands that span from market entry to premium, offer real product leadership and high standards of operational excellence.

“Mark personally provides the final ingredient of this recipe with his notable quality of customer intimacy.”

Haier recently outlined its growth plans for Europe at trade exhibition IFA.