What Haier Europe does

Haier Europe operates as Candy Hoover Group S.r.l., a single-shareholder Italian limited liability company under the management and coordination of Candy S.p.A., itself part of China's Haier Smart Home Co., Ltd. The subsidiary was established following Haier's 2019 acquisition of Candy's European appliance business and today markets the Haier, Candy, and Hoover brands across more than 45 European markets. Its commercial footprint spans 33 country-specific storefronts covering Western, Northern, Southern, Eastern Europe, the Baltics, and Western Asia (Turkey), with an Amsterdam corporate presence and registered offices in Brugherio and Vimercate, Italy.

The product portfolio centers on major home appliances — refrigerators (Cube, X, 3D, Fresher Techs series), washing machines and washer dryers (I-Pro Series, Couture Care), dishwashers (I-Pro Shine with Smart AI Programs), built-in ovens (ID Series), cooktops, hoods, and microwaves — supplemented by QLED/LED Smart TVs, small kitchen appliances under the I-Master Series, Wine Bank smart cellars, and a debut floorcare range unveiled in 2026. Underlying technology is anchored in the proprietary hOn smart-home app, which provides remote control, monitoring, and AI-assisted functionality across categories. Hardware-level differentiators include Inverter Direct Motion motors, ABT Pro antibacterial systems, Air Surround climate control, Ultra Fresh Air purification, Switch Zone convertible refrigeration, and Air Natural Flow wine storage technology.

Haier Europe generates revenue predominantly through hardware sales via three channels: a network of authorized dealers and retailers across Europe, country-specific online marketplaces (Media Markt, Galaxus, Digitec, Conforama, Fust, NettoShop), and a direct-to-consumer e-commerce platform in the UK. Ancillary revenue comes from extended warranty programs (up to 10 years parts in the UK, 20–25 years on inverter motors in Ukraine), genuine spare parts and Care+Protect maintenance products, fixed-price repair services, and WEEE-compliant recycling. Customer segments are end consumers (homeowners), authorized retailers and dealers, and authorized service partners; brand marketing is anchored by sponsorships of Liverpool FC and Paris Saint-Germain under a "Play with the Number Ones" positioning.

Name

Haier Europe

Legal name

Candy Hoover Group S.r.l.

Website

https://haier-europe.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Haier Europe is the Amsterdam-based European subsidiary of Chinese appliance group Haier Smart Home, operating the Haier, Candy, and Hoover brands across 45+ European markets. It sells AI-powered refrigerators, washing machines, dishwashers, ovens, smart TVs, and floorcare products via dealers, marketplaces, and direct e-commerce.

Ownership category

akta.pro rank

Product category

Home Appliances

NAICS

Household Appliance Manufacturing (3352), Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (33521), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634), Household Audio & Video Equipment (3651)

akta.pro primary industry

Smart Appliances & Kitchen/Laundry (Major/Small Appliances) (HSAPAQAE)

akta.pro secondary industries

Smart Appliances & Connected Kitchen/Laundry Retail (CRACAGAG), Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH), Smart Home Hubs, Controllers & Voice Assistants (HSAPAQAA)

Keywords

• Home appliances
• Smart home appliances
• Kitchen appliances
• Laundry appliances
• Refrigeration appliances

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Appliance Sales: Primary revenue from sale of major home appliances including refrigerators, washing machines, dryers, dishwashers, ovens, and cooking appliances across premium, mid-range, and energy-efficient categories.
2. Extended Warranties: Revenue from extended warranty programs offering additional years of coverage beyond standard 2-year manufacturer warranty. In UK: 10-year parts guarantee. In Greece: 10-year inverter motor warranty, 5-year heating element warranty, and 5-year full appliance coverage.
3. Smart TVs: Sale of QLED and LED Smart TVs across premium and mid-range categories.
4. Spare Parts and Accessories: Sale of genuine spare parts, accessories, and Care+Protect maintenance products for appliances.
5. Small Kitchen Appliances: Sale of small appliances including air fryers, blenders, toasters, kettles, and multi-beverage machines.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Haier Europe (operating as Candy Hoover Group S.r.l.) designs, manufactures, and sells AI-powered smart home appliances across 45+ European markets. Its portfolio spans major home appliances — refrigerators, washing machines, dryers, washer dryers, dishwashers, ovens, cooktops, microwaves, and Smart TVs — complemented by small kitchen appliances, wine cellars, a debut floorcare range, and proprietary maintenance accessories. The connected ecosystem is unified through the hOn smart home app for remote control and AI-driven functionality.

Product overview

Haier Europe operates as a comprehensive smart home appliance ecosystem under Candy Hoover Group, offering AI-powered connected appliances across major home categories. The portfolio centers on AI-powered smart home products (Smart TVs, refrigerators, laundry systems, ovens, dishwashers) complemented by the debut floorcare range announced in 2026. Key product lines include the premium I-Pro Series 7 Plus washing machines with professional-grade results, Cube 90 Series 9 refrigerators with advanced food preservation, I-Pro Shine dishwashers with AI programs, and ID Series ovens with remote Wi-Fi control. The hOn app platform enables connected control across the ecosystem. Small kitchen appliances under the I-Master Series 5 and wine coolers under Wine Bank Series 7 complete the offering. The portfolio spans premium, mid-range, and energy-efficient categories across over 45 European markets, unified by the 'Zero Distance to Consumer' philosophy.

Differentiator

Problem solved

Functional benefit

Brands

• Couture Care: Laundry care collection featuring premium washing machines and washer dryers designed with elegance.
• I-Pro Series
• Wine Bank
• Cube Series
• X Series
• 3D Series
• Chef@Home
• Care + Protect

Products and services

• AI-Powered Smart TVs Connected smart TVs with AI capabilities offered in QLED and LED variants with screen sizes from 50 to 85 inches, positioned as part of Haier's integrated smart home ecosystem for European consumers.
• I-Pro Series 7 Plus Washing Machine

Quantifiable outcome

• World's No. 1 brand in major appliances for 17 consecutive years
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature8 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Liverpool FCcoreGTM or Marketing PartnerHaier partnership with Liverpool Football Club as official sponsor. The partnership positions Haier as 'Play with the Number Ones', connecting the brand with football excellence and global sports fans.
• Paris Saint-GermaincoreGTM or Marketing PartnerHaier partnership with Paris Saint-Germain football club. Combined with Liverpool FC partnership, enables activation at major venues including Roland Garros and PSG stadiums for product launches and events.
• Roland Garros (French Open)minorGTM or Marketing PartnerVenue partnership for Champions Meeting events. Haier hosted its 2026 Champions Meeting at Roland Garros stadium in Paris.
• VivinominorStrategic or Co-development PartnerPartnership offering 10% discount on Vivino wine app for Haier wine cellar customers using the hOn app, integrating wine storage with wine purchasing.
• ProductCare Group (UK)minorImplementation/ SI/ Consulting PartnerUK delivery partner for large appliances, offering collection and recycling services including WEEE recycling for £19.99.
• DPD (UK)minorChannel Partner/ Reseller/ DistributorUK courier partner for small kitchen appliance deliveries.
• Domestic and General (UK)coreImplementation/ SI/ Consulting PartnerUK authorized service partner managing extended warranty registrations and repairs for Haier appliances.
• KlarnaminorChannel Partner/ Reseller/ DistributorPayment provider partnership offering financing options for UK e-commerce customers.
• Candy S.p.A.coreStrategic or Co-development PartnerParent company providing management and coordination activities for Candy Hoover Group S.r.l. Candy Hoover Group operates under the management and coordination of Candy S.p.A.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BSH Hausgeräte: The European market leader in home appliances, producing Bosch, Siemens, Neff, and Gaggenau brands. Directly comparable as a full-line major and small appliance manufacturer/retailer serving European consumers across refrigeration, laundry, cooking, and dishwashing categories.
• Electrolux AB: Swedish major appliance manufacturer with strong European presence across refrigeration, laundry, and cooking. Comparable as a full-line appliance brand competing for the same European consumers and retail shelf space as Haier Europe.
• Whirlpool Corporation: Global home appliance manufacturer with major European operations and brands including Whirlpool, Hotpoint, and Indesit. Highly comparable in product portfolio, distribution model, and European market focus.
• Arçelik: Turkish parent of Beko and Grundig, with deep European appliance market penetration especially in Eastern and Southern Europe. Directly comparable in product categories, value-tier positioning, and pan-European distribution strategy.
• Miele: German premium appliance manufacturer competing in the same high-end refrigeration, laundry, and cooking categories where Haier's I-Pro and Cube series operate. Comparable as a premium European appliance specialist with strong brand equity.
• Gorenje Group: Slovenian major appliance manufacturer owned by Hisense, with strong Central and Eastern European presence. Comparable in product portfolio (refrigeration, laundry, cooking) and geographic overlap in Eastern European markets served by Haier Europe.

Broad incumbents

• Samsung Electronics (Home Appliances): Global consumer electronics giant with a major European appliance business spanning refrigerators, laundry, cooking, and Smart TVs. Comparable in connected appliance strategy and premium positioning, though appliance is part of a much broader portfolio.
• LG Electronics (Home Appliances): Korean electronics conglomerate with significant European appliance presence in refrigeration, laundry, and cooking. Overlaps with Haier Europe in smart appliance features and connected home strategy, with stronger consumer electronics brand recognition.

Emerging players

• Dyson: Premium floorcare and small appliance specialist. Comparable as Haier Europe's direct competitor in Haier's newly launched European floorcare category, with established brand premium and technology leadership in cordless vacuums.
• Roborock: Chinese smart floorcare (robot vacuums, cordless vacuums) and broader smart home appliance company. Comparable as a direct competitor in Haier's new floorcare line and as an emerging smart home appliance player expanding in Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HaierEurope
• Facebookfacebook.com/HaierGlobal

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haier Europe