Haier Europe will return to IFA 2025 in Berlin this September with a 3,000 sq m immersive showcase. The stand will officially open on Thursday 4 September at 3pm, when Neil Tunstall, CEO of Haier Europe, will host a press conference on stand 101 in Hall 3.1.

Centred on the theme ‘Naturally Connected’, the booth will highlight sustainability as a core pillar of Haier Europe’s home ecosystem. The concept aims to create a seamless connection between technology, people, and the environment – delivering innovation that enhances quality of life while reducing environmental impact.

Over 70 per cent of Haier Europe’s products are now compatible with its hOn app, a growing platform that offers a personalised smart home experience. Powered by AI and enriched through strategic partnerships, hOn continuously integrates new features, enabling advanced energy savings, predictive maintenance, and more sustainable home management. The company’s production achievements include a 98 per cent waste recovery rate, Zero Waste certification for its Turkish plants, a target of 60 per cent renewable energy use by 2025, and a 50 per cent cut in water usage since 2020.

At the heart of the stand will be the hOn Tree – a symbolic installation connecting products, devices, and technologies, reflecting the app’s ability to link and manage more than 30 product families, including energy management solutions. Visitors will be able to explore interactive scenarios that demonstrate intuitive operation, advanced appliance control, waste reduction, and energy efficiency.

Each brand under the Haier Europe umbrella will have its own dedicated area, introduced via a brand tunnel and immersive ‘living scenarios’ showcasing flagship products from Candy, Hoover, Haier, and Care+Protect.

  • Candy marks its 80th anniversary with a new brand identity and a line-up including a flexible-design washing machine, the Pro Dry 700 tumble dryer with Active Scent System, No Preheat and FullMenu ovens, updated Fresco fridges in modern colours, and a new small appliance range supported by Chef Ambassador Cristiano Tomei.

  • Hoover reveals a refreshed brand identity alongside new cleaning solutions such as the HW3 Turbo Clean scrubber-drier, HF6 Turbo Sense cordless vacuum, and HS5 Spot Wash&Dry multi-purpose cleaner, plus connected major appliances that work in synergy via hOn.

  • Haier showcases innovations including Bionic Steam ovens, Heat Pump washing, Biovitae UV-free dishwasher sanitisation, and advanced refrigeration technologies like Ice&Water Enhance and the Protein Bank drawer. Visitors can also explore Casarte design creations, new Air Fryers, and the I-Master Series 5 coffee machine, with live demonstrations from Chef Ambassador Tommaso Arrigoni.

Haier Europe’s ‘Naturally Connected’ experience will run from 5–9 September at Messe Berlin, offering a vision of a smarter, more sustainable, and more personalised home.