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Haier and Fisher & Paykel Shine at Milan Design Week 2026

The Milan Design Week 2026, held from April 21 to April 26, became a vibrant stage for the Haier Group, as they successfully showcased an array of innovative products and ideas that pushed the boundaries of premium living. The event not only underscored Haier's commitment to excellence but also represented a significant milestone in their global branding strategy, alongside their premium appliance brand, Fisher & Paykel.

Celebrating Global Innovation and Localization
The exhibition featured a captivating six-zone immersive experience that seamlessly blended design with adaptive technology and connected ecosystems. With Fisher & Paykel unveiling the Nature—Ritual collection as part of the EuroCucina trade fair, both brands highlighted their dedication to elevating modern living standards. The interplay between these distinct brands demonstrated how smart ecosystems from Haier and traditional design aesthetics from Fisher & Paykel can coalesce to redefine contemporary living spaces.

Haier’s branding matrix underscores its evolution from a mere exporter to a fully localized player over three decades. Establishing manufacturing plants, research and development (R&D) centers, and marketing hubs across the globe, Haier has successfully implemented its “Trinity” model comprising local R&D, production, and marketing.

The impact of this innovation-focused strategy is tangible across its brand portfolio, especially following the acquisition of Fisher & Paykel in 2012. This partnership has fostered significant advancements in global expansion, technological innovations, and product iterations. As a result, Fisher & Paykel has seen its market share in Australia soar from under 1% to 22% for washing machines in less than 18 months. The brand is also recognized as a leader in refrigerators and outdoor products. In 2025, Fisher & Paykel received Red Dot's Best of the Best award for its Minimal Series 11 60cm steam oven and the 91cm integrated refrigerator and freezer, showcasing premium design excellence.

Strategic Marketing and Global Impact
Haier emphasizes local growth through substantial R&D efforts while reinforcing emotional connections with consumers via strategic sports marketing. Acting as a global partner for renowned events like Roland-Garros and the ATP Tour, they have launched initiatives such as the 'Haier-Cam', a referee camera used in over 100 Serie A matches, creating a more intimate connection for fans.

Beyond smart appliances, Haier is expanding its footprint in healthcare, digital technology, and renewable energies worldwide. Establishing biological science centers in the UK and the Netherlands enables Haier to supply ultra-low-temperature freezers to esteemed institutions such as Oxford University and Imperial College, solidifying their reputation in the industry. Further, their New Energy brand has deployed solar, storage, and balcony energy solutions in over 50 countries, demonstrating their commitment to sustainability.

A Commitment to Future Innovations
Looking ahead, Haier remains devoted to building its global innovative brand, guided by the vision of "More Creation, More Options." By continuously pushing the boundaries of technology and fostering cross-industry ecosystems, Haier aims to unlock new value for users and partners alike, shaping a smarter and more sustainable future for households and businesses worldwide.

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