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Haier and Fisher & Paykel at Milan Design Week 2026

The recent Milan Design Week 2026, held from April 21 to 26, featured an impressive showcase by Haier Group that highlighted the brand's dedication to premium innovation and improved living standards. The event further cemented Haier's reputation as a global leader in high-end consumer technology, alongside its subsidiary Fisher & Paykel.

Immersive Experience

Haier’s exhibition included an immersive experience spread across six zones that beautifully married design and adaptive technology within connected ecosystems. Fisher & Paykel, known for its premium household appliances, participated significantly by revealing their latest collections, including the 'Nature—Ritual' display at EuroCucina and the launch of their Avant-Garde Art Collection. These presentations not only wowed the audience but also reinforced the group's human-centric lifestyle commitment, deeply embedded with artistic elements.

Global Multi-Brand Strategy

This collaborative presence at such a significant venue marked a pivotal point in Haier's global multi-brand strategy. By blending two distinct brands—one rooted in smart ecosystems and the other drawing from traditional designs—Haier set a new benchmark for modern living standards. This structure reflects Haier's long-term commitment to deeply engaging with markets around the world, transitioning from mere exporters to wholly localized entities, equipped with manufacturing plants and R&D centers worldwide.

Over three decades, this strategic evolution has resulted in the development of Haier’s 'Trinity' model, ensuring local R&D, manufacturing, and marketing are well integrated within its operational framework. Notably, since acquiring Fisher & Paykel in 2012, both brands have worked synergistically, driving global expansion, technological innovation, and enhancing market leadership.

Consumer-Centric Approach

By pivoting from a shareholder-driven approach to one that is user-focused, Haier has differentiated the brand positioning for both Haier and Fisher & Paykel in markets like Australia and New Zealand. With support from Haier, Fisher & Paykel’s New Zealand R&D center has accelerated advancements in innovative technologies, such as drawer systems and direct-drive motors. An impressive turnaround has been noted, as Fisher & Paykel's washing machines achieved a market share increase from less than 1% to an astounding 22% within just 18 months in Australia, also leading in the refrigerator and outdoor products sector.

Recently, the company garnered recognition in design for its 60cm Minimal Series 11 Steam Oven and 91cm Integrated Fridge-Freezer, both recipients of the Red Dot Best of the Best award, highlighting Haier’s ability to foster brands while respecting their legacy and driving growth.

Strengthening Global Footprint

Additionally, Haier continues to enhance its local presence through research, development, and manufacturing initiatives around the globe. The brand has formed heartfelt connections with international consumers via sports marketing strategies. As a global partner of prestigious events like Roland Garros and the ATP Tour, Haier presented the 'Haier–Cam,' used in over 100 Serie A matches, offering fans unique perspectives and experiences.

Beyond smart home appliances, Haier is diversifying its global presence into health, digital solutions, and renewable energy sectors. Establishing life sciences centers in the UK and the Netherlands, Haier supplies ultra-low-temperature freezers to institutions like the University of Oxford and numerous hospitals, while also implementing distributed solar energy solutions in over 50 countries.

Vision for the Future

Looking ahead, Haier is dedicated to building a matrix of global innovation. Guided by the vision of 'More creativity, more possibilities,' the company seeks to continuously push the boundaries of technology, localization, and cross-sector ecosystems. By creating new and sustainable solutions, Haier aims to generate added value for users and partners, thus shaping a smarter future for homes and businesses worldwide.

For more detailed information, visit the official websites of Haier and Fisher & Paykel.