Heritage floorcare and appliance brand Hoover unveiled a brand redesign at the recent IFA exhibition in Berlin.

CEO of Haier Europe Neil Tunstall presents new Hoover Logo at IFA

Refreshed with a more modern expression and ‘performance that lasts’ tagline,  the characteristic sloped H in Hoover remains.

Haier Europe announced a dual brand marketing strategy for major domestic appliances, with its premium brand Haier supported by recently rebranded Candy in Europe, with Hoover for floor care.

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Commenting at IFA, Neil Tunstall said: “That simplification allows us to spend more on marketing and create a simpler range portfolio for our customers, based on a dual brand strategy in our key markets.”

However in the UK and Ireland, CEO of Haier Europe Neil Tunstall stated: “We will continue to operate a three-brand strategy in the UK, with Candy as our entry/ value range, Hoover with our core range and Haier as the premium offerings within the portfolio.”

He reported Haier Europe has invested over €550m over the last five years in building its brands and the manufacturer wants to accelerate that.

“Haier, at the beginning, had to invest a lot in new factories and that was important to create products. We’re still creating many new products but increasingly we want to turn our attention to creating value through strong brands and explaining the value propositions we’re creating for our consumers”, Neil Tunstall said.

He reported Haier, which is a sponsor of the ATP tennis tournaments, has grown three times its value share in Europe, increased its price index of 30 points and grown its brand awareness by 15 points.

Introducing the latest Haier appliances launches at IFA, Tunstall revealed the X11 Series laundry, capable of achieving A-50%, with the possibility of fresh air circulated inside the dryer utilising an off peak tariff, and Biovitae light sanitiser for its I-Pro Shine dishwasher.

Tunstall also shone a spotlight on supercooling technology in its ID Series refrigeration – which stores food at 3˚C – to keep it fresher for 10 days longer, and reported all freestanding technology would now be available in a new built-in cooling range.

In addition, he introduced the  Cooking ID Series Steam collection which uses AI Bionicook to select and adjust steam for food types.

While Hoover introduced a full suite of appliances – Hoover New Collection 5 – which featured global technologies from the group to “step up” the value proposition.

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