Appliance manufacturer Haier and distributor Waterline have announced a partnership to drive growth through the kitchen specialist sector.

Part of the Crown Imperial Group, Waterline will distribute the premium Series 6 built in range of connected ovens, hobs, hoods, refrigerators, and dishwashers that use AI and can be operated by the hOn app.

Stock will be held in three locations, backed by a national distribution service to cover 99% of postcodes in England, Scotland and Wales.

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Head of kitchen trade at Haier Europe Dan Halfpenney commented: “After a very successful launch of Haier at the KBB show earlier this year, this partnership with Waterline will help us accelerate our planned growth within the kitchen specialist market.

“Haier’s premium Series 6 built in range has been designed specifically for the new kitchen market.

“Haier has had really strong stock levels over the past 18 months and this, combined with the further innovation and new products coming through in the next couple of years I genuinely believe will make customers rethink about the appliances they plan into their new kitchens.

Rob Taylor, sales director of Waterline, commented “With our wealth of experience and knowledge of this market, and ability to stock in depth, along with our dedication to providing speed of service, the brands have true synergies and complement each other…a perfect fit for both brands.

“We are thrilled to be working with such an innovative global brand. It’s crucial for our retailers to have the competitive edge and we are pleased to be able to deliver the latest in connected appliance technology.”

At its 1 Vision trade conference, held earlier this year, Haier outlined its ambition to be number one appliance group in UK & Ireland by the end of 2023.