Haier has officially announced its entry into the UK television market, unveiling a new range of TVs at its One Vision Conference held at the home of Liverpool Football Club, Anfield Stadium.
The move marks a significant expansion for the Chinese manufacturer, which has built its European presence primarily through white goods.
Now, the company is turning its attention to home entertainment, with ambitious growth targets and a clear focus on premium technologies.
At the event, the brand outlined its intention to evolve from an appliance-led brand into a broader smart home and entertainment provider. The company is targeting 50 per cent of its European growth to come from TVs within the next three years, contributing towards a €3 billion (£2.6 billion) business.
This expansion comes as the TV market undergoes rapid change. Haier pointed to increasing market share for Chinese brands, expected to exceed 30 per cent by the end of 2026.
The UK forms a key part of Haier’s next phase of European expansion, alongside markets including France and Germany. The company plans to support its TV rollout with:
- A dedicated UK sales team
- Local logistics, warehousing and after-sales support
- Strong retail partnerships, both in-store and online
Haier said its goal is to become a “significant partner” for retailers, replicating early success seen in markets such as Italy, where it achieved over five per cent share with key accounts within six months of launch.
Big screens, AI and premium features
The new Haier TV range, launching in the UK within weeks, follows a “good, better, best” structure:
- K85 series – entry-level LED models available in multiple sizes
- S80 series – step-up models featuring enhanced picture quality and 120Hz refresh rates aimed at gaming
- S90 series – premium models with advanced AI picture processing, up to 240Hz refresh rates, and immersive audio.
Audio performance is a key focus, with sound developed in partnership with KEF and support for Dolby Atmos.
The range has been tailored specifically for the UK market, integrating Amazon Fire TV to provide seamless access to streaming services and live TV. Importantly, the TVs will support Freely, giving users easy access to broadcasters including BBC, ITV, Channel 4 and Channel 5 via a broadband connection.
The company also plans to source products from Poland to reduce lead times and improve supply chain efficiency.
Looking ahead
Beyond the initial launch, Haier outlined an ambitious product pipeline, including larger screen sizes, Mini LED and Micro LED technologies, and displays up to 163 inches.
With changing viewing habits, driven by streaming, gaming and app-based content, the company believes there is strong demand for new premium brands offering innovation and differentiation.
Haier concluded that its TV expansion represents a “natural evolution” of its smart home ecosystem, positioning the brand as a long-term strategic partner for UK retailers in its growing home entertainment category.
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