Not content with its own rebrand and swathe of launches from earlier this year, Haier Europe has continued its makeover and connected push at IFA 2024 in Berlin.
The trade show’s 100th edition has been largely defined by the innovations on display for the smart home – and Haier has been central to that theme this year.
The brand has delivered a new range of I-Master Series 7 small kitchen appliances (including a new see-through toaster and Thermos-style kettle shown below), which follows the debut Series 5 range from last year, with each new model connected by AI and able to sync up with the hOn app.
Also on show was the company’s latest range of washers and driers, headlined by the flagship X Series 11 we reviewed just a couple of weeks ago (4.5/5 stars, if you’re wondering) and the innovative Ultra Fresh Air feature that keeps garments odor-free for up to 12 hours.
Alongside it was the X Series 9 – defined by its six individual stain removal treatment options and ‘Ultra Sense’ 3D scanning tech – and the more budget-friendly X Series 7, which is more focused on protecting against mold and bacteria build-up in the drum.
The company also blocked out huge areas for its I-Pro Shine dishwashers and the ID Series of combi microwaves, induction cooktops, and ovens, each featuring Bionicook technologies that allow for smart control and cooking modes.
Hoover gets a facelift
With sibling brand Candy receiving a new logo at Milan Design Week back in May, IFA represents Hoover’s time for a rebrand. The new logo retains the 55-degree tilt on the ‘H’ – chosen due to being the same angle for optimal vacuum positioning, so they say – but drops the brand’s iconic red.
Haier Europe CEO Neil Tunstall also confirmed during the group’s press conference the Hoover brand will continue to play second fiddle to the Haier name in the UK & Ireland (and the odd market such as Turkey), with Candy remaining the backup in other countries.
As shown above, new products are also coming: the Hoover HF2 cordless vacuum, HF4 Hydro (which features a dedicated new head attachment), and Wet & Dry HW5 vac.
