Haier Australia
Haier Australia distributes and supports Haier-branded home appliances — including laundry, refrigeration, cooking, dishwashing, air conditioning, hot water, and solar products — for Australian and New Zealand residential consumers, operated through Fisher & Paykel Australia Pty Ltd.
- Company typePrivate
- Founded-
- HeadquartersSydney, Australia
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Haier Australia does
Haier Australia is the Australian distribution and support arm of Haier Group, China's largest appliance manufacturer and the world's number one major appliance brand by volume for 17 consecutive years (Euromonitor International). The entity operates through Fisher & Paykel Australia Pty Ltd (ABN 71 000 042 080) from headquarters in Macquarie Park, NSW, and sells a full portfolio of home appliances including washing machines, dryers, refrigerators, freezers, ovens, cooktops, dishwashers, rangehoods, water filters, and accessories. The Australian retail operations span two digital storefronts: haier.com.au for core kitchen and laundry products, and haierhome.com.au (the brand "Haier Home") for air conditioning, hot water, and solar systems sold via a quote-based sales model for installation services.
The product portfolio is built on proprietary technologies including UV Protect (UV-C sanitisation killing 99.99% of bacteria), Direct Motion direct-drive inverter motors, Smart Dosing auto-detergent delivery, SwitchZone variable temperature zones in refrigerators, SuperFreeze rapid freezing, heat pump drying with Ultra Sense technology, and the SmartHQ smart home app for Wi-Fi appliance control. Products span price points from $579 (194L chest freezer) to $3,399 (601L quad door refrigerator), with three product tiers (300, 500, 600 Series) across most categories. The company operates a hybrid distribution model combining direct-to-consumer e-commerce, a retail partner network via a "Where to Buy" directory, and direct project quotes for installation-heavy categories. Marketing leans heavily on the Tennis Australia and Australian Open partnership, social media, content marketing, and promotional campaigns.
The business model is fundamentally hardware sales: one-time consumer purchases of major home appliances with ancillary revenue from accessories, water filters, spare parts, and installation services. The customer base is horizontal — Australian (and to a lesser extent New Zealand) residential households seeking energy-efficient, smart-connected kitchen, laundry, and climate appliances. No B2B, enterprise, or government customer segments are disclosed. The Australian entity is privately held under Fisher & Paykel Australia, with the parent Haier Group listed on the Shanghai Stock Exchange (600690:SS). No revenue, headcount, or financial disclosures are available for the Australian entity.
Haier Australia firmographics
Firmographics- Name
- Haier Australia
- Legal name
- Fisher & Paykel Australia Pty Ltd
- Website
- https://haier.com.au
- Company type
- Private
- Operating status
- Operating
- Short description
- Haier Australia distributes and supports Haier-branded home appliances — including laundry, refrigeration, cooking, dishwashing, air conditioning, hot water, and solar products — for Australian and New Zealand residential consumers, operated through Fisher & Paykel Australia Pty Ltd.
- Ownership category
- akta.pro rank
Haier Australia industry classification
Industry- Product category
- Home Appliances
- NAICS
- Major Household Appliance Manufacturing (33522), Household Appliance Manufacturing (3352)
- SIC
- Household Appliances (3630), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB)
Keywords
Where Haier Australia is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Haier Australia business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Appliance Sales: Haier Australia generates revenue through the sale of major home appliances including refrigerators, freezers, washing machines, dryers, ovens, cooktops, dishwashers, rangehoods, and air conditioning units. Products are sold as one-time purchases through retail and online channels. The company also sells accessories and spare parts, and offers installation services for some product categories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 300 Series Top Loaders - Entry-level washing machines |
| One time/ perpetual license | Pay-as-you-go | 500 Series Top Loaders - Mid-range washing machines with Direct Motion |
| One time/ perpetual license | Pay-as-you-go | 600 Series Top Loaders - Premium washing machines with UV Protect and Smart Dosing |
| One time/ perpetual license | Pay-as-you-go | Vertical Refrigerators - 600 Series |
| One time/ perpetual license | Pay-as-you-go | Chest Freezers - 300 Series Hybrid |
| One time/ perpetual license | Pay-as-you-go | Quad Door Refrigerators - 600 Series |
| One time/ perpetual license | Pay-as-you-go | Water Filters and Accessories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Haier Australia product offering
Product offeringCore offering
Haier Australia distributes, retails, and services a comprehensive range of household appliances for Australian consumers, including washing machines, dryers, combi washer-dryers, refrigerators, freezers, cooking appliances (ovens, cooktops, rangehoods), dishwashers, air conditioners, hot water systems, solar systems, and water filters. The portfolio is supported by a connected-app ecosystem (SmartHQ), extended warranty coverage, and 24/7 customer support, with sales handled through the company's own e-commerce sites and an authorised retail partner network.
Product overview
Haier Australia offers a comprehensive portfolio of home appliances across two divisions: the main haier.com.au site for cooking, dishwashing, refrigeration, and laundry products; and Haier Home (haierhome.com.au) for air conditioning, hot water, and solar systems. The laundry range includes front load and top load washing machines (6kg-12kg), heat pump and condenser dryers, and combo washer-dryers, featuring proprietary technologies like UV Protect sanitisation, Smart Dosing auto-detergent, and Direct Motion direct drive motors. Refrigeration products span quad door, French door, side-by-side, and vertical configurations (42L-692L) with SwitchZone flexible temperature zones. Freezers include chest and vertical models with SuperFreeze quick-freeze and hybrid temperature modes. Cooking appliances encompass built-in ovens, cooktops, freestanding cookers, and rangehoods. All smart-capable appliances connect via Haier's proprietary SmartHQ mobile app for remote control and notifications. The brand holds 17 consecutive years as the world's number one major appliance brand by volume sales.
Differentiator
Problem solved
Functional benefit
Brands
- Haier Home: Separate brand/platform for air conditioning, hot water, and solar home appliances, operated at haierhome.com.au
Products and services
- Washing Machines
Quantifiable outcome
- UV Protect kills more than 99.99% of Staphylococcus aureus and Escherichia coli
- +3 more outcomes
Companies that use Haier Australia
Customer profileSegments1 record
Ideal customer profiles1 record
Haier Australia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
Haier Australia partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Tennis AustraliacoreHaier Australia is the Official Home Appliance Partner of the Australian Open and the official Partner of Tennis Australia. The partnership supports tennis at all levels from grassroots to Grand Slams. Haier runs promotional campaigns tied to the Australian Open, including a Find the Tennis Ball Scavenger Hunt promotion with prizes across the tournament period (November 2025 to February 2026).
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Haier Australia competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Haier Australia social profiles
Digital presenceHaier Australia compliance and trust
Trust signalCompliance2 records
Haier Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haier Australia leadership team
Management profileNumber of profiles
Haier Australia subsidiaries and ownership
Company hierarchySubsidiaries1 record
Haier Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haier Australia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Haier Australia
What does Haier Australia do?
Haier Australia distributes, retails, and services a comprehensive range of household appliances for Australian consumers, including washing machines, dryers, combi washer-dryers, refrigerators, freezers, cooking appliances (ovens, cooktops, rangehoods), dishwashers, air conditioners, hot water systems, solar systems, and water filters. The portfolio is supported by a connected-app ecosystem (SmartHQ), extended warranty coverage, and 24/7 customer support, with sales handled through the company's own e-commerce sites and an authorised retail partner network.
Is Haier Australia a public or private company?
Haier Australia is a private company. It is classified as corporate owned and is currently operating.
When was Haier Australia founded?
Haier Australia was founded in -1.
Where is Haier Australia based?
Haier Australia is headquartered in Sydney, Australia, in the Oceania region.
How does Haier Australia make money?
One revenue line is on record: appliance Sales.
Does Haier Australia have an API?
No public API is recorded for Haier Australia.
What industry is Haier Australia in?
Haier Australia's product category is Home Appliances. Its primary akta.pro industry code is CRACACAB, Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers). Its NAICS code is 33522 and its SIC code is 3630.