Haier, the Chinese Candy returns to invest in Italy
“Haier believes so much in Candy, so much so that it is investing again in research and development and communication, and makes Italy the heart of strategy in Europe, both in terms of design and the Brugherio center for the internet of things. After having invested 350 million in capital and half a billion in communications since the acquisition, a new and important investment plan is planned.”
Neil Tunstall, CEO of the activities in England and Ireland, said this in an interview with Repubblica. He has also just been appointed CEO of Haier Europe. “We are investing 140 million in the new headquarters in Brugherio. It will be at the cutting edge, the innovation and patent factory of the future – he states – Candy is already the leading appliance brand in Italy, with a market share of 11.6% at the end of 2023, and the very first choice of Italians for washing machines”.
“We will confirm our leadership and take new market shares”, points out. “Haier is the high-end brand in the free standing sector, and has a catalog of excellence in some categories including hobs and wine cellars, Candy is leader in Italy and second place in Europe, in the quality at the right price, with a very strong presence in washing machines thanks to the Brugherio plant, Hoover on the other hand is the reference brand in England for large household appliances and in the rest of Europe for small household appliances. Each brand has its own distinctive recognisability and specificity”.