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Haier underlines commitment to UK market with appointment of Nick Portlock as Managing Director
04-18 2014

Haier, the world’s number one Major Appliances Brand for five consecutive years*, has announced the appointment of Nick Portlock to the role of Managing Director, UK & Ireland. Based at Haier’s offices in West London, Portlock will oversee the Haier Group’s UK & Ireland division and has been charged with implementing a sales-led approach to the brand’s business.    

Portlock has a proven track record of eighteen years in sales, marketing and general management, during which time he has secured a significant amount of highly valuable deals with national and international retail chains. His expert knowledge of the consumer electronics industry has been gained through director roles at international home appliance brands such as Samsung, Miele and Indesit.

René Aubertin, CEO – Haier Europe, said:

“Thanks to Nick’s extensive experience and consistent success, I have every confidence in his ability to be the driving force behind Haier UK & Ireland for years to come. With a strategy of appointing the best specialist teams in local markets, Haier aims to become one of the top five household electrical appliance manufacturers in Europe.”

Nick Portlock, Managing Director – Haier UK & Ireland, said:

“I am delighted to take on this position and see great potential for Haier to develop further in the UK & Ireland. Haier is a premium brand and we will continue to offer the highest quality of products which are best suited to this market, while improving brand awareness and bringing new product lines to UK & Ireland consumers.”

For more information, please contact our UK press team:

Joseph Chance

Orlaith Finnegan

+ 33 (0)1 55 02 15 17

+ 33 (0)1 55 02 27 97

*source: Euromonitor International Limited; based on 2013 data

About Haier:

The Haier Group is the world’s No. 1 Major Appliances brand with a 9.7% retail volume share in 2013 (Source: Euromonitor International Limited; retail volume sales in units based on 2013 data). With its commitment to quality and innovation, Haier brings the inspired living experience to consumers in over 100 countries worldwide. With global headquarters based in the Chinese city of Qingdao and regional headquarters in both Paris and New York to serve its clients in Europe and America, Haier has 66 trading companies, 143,330 sales outlets and 24 industrial parks with 70,000 employees worldwide. Haier both pursues excellence in innovation through its five R&D centres and ensures its products are adapted to the tastes and needs of its consumers in its various local markets. Haier specialises in technology-driven research, manufacturing and trading a large range of durable products. In Europe, these include: televisions, refrigerators, dishwashers, washing machines, consumer electronics and energy saving home solutions. Haier’s global revenue in 2013 was US$29.5 billion and profit of US$1.76 billion in 2013. Haier Electronics Group Co., Ltd. (HKG: 1169), a subsidiary of the Haier Group, is listed on the Main Board of the Stock Exchange of Hong Kong. Qingdao Haier Co. (SHA: 600690), also a Haier subsidiary, is listed on the Shanghai Stock Exchange. For more information:


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