Naturally Connected – Haier Europe puts people in the spotlight to redefine the connected Home Experience
Haier Europe – part of Haier Smart Home, the world’s No. 1 company in the large household appliance sector – arrives at IFA 2025 to share its vision of a connected ecosystem conceived to create a virtuous environment that is focused on people’s desires, integrates Artificial Intelligence, and pays particular attention to sustainability. This vision revolves around Naturally Connected, a concept that explores and celebrates the many possible connections between People, Nature, and Product. The result takes shape in a 3,000 m exhibition space designed to showcase the Group’s trailblazing innovations, made unique and highly customizable through connectivity. It’s a space where new heights of efficiency, designated for an improved relationship with its surrounding world, materialize into domestic scenarios.
The hOn app is at the core of this vision. It controls the entire Haier Europe Smart Home ecosystem, while managing not only appliances, but also photovoltaic systems and air treatment solutions. t is a constantly evolving core. In fact, the Group’s platforms have just reached 10 million connected users. This means 10 million active touchpoints, 10 million opportunities to listen, learn and improve, and ultimately, 10 million chances to deliver increasingly personalized experiences.
Transformed into a spectacular installation that represents it like a tree, hOn indicates the countless connections like branches, symbolizing a connection that delivers tangible benefits: saving time and energy, making daily life easier, and a smarter, more harmonious relationship with the environment. Every branch symbolizes a specific innovation area, made possible through Artificial Intelligence and strategic partnerships. In this context, Haier Europe has also launched a new collaboration with AWorld, the engagement platform, supported by the United Nations and the European Commission for the Climate Pact, that encourages users to adopt more conscious and sustainable behaviours through challenges, quizzes, and educational content. The integration of AWorld into the hOn platform further reinforces the Group’s commitment to environmentally responsible living, while continuously enriching the app with new features — particularly those focused on energy efficiency.
This promise also extends to the Company commitment to integrating sustainability into all aspects of its operations. Haier Europe has achieved its ambitious Science Based Targets initiative (SBTi) climate goal, sourcing 60% of its energy* from renewables by 2025. This achievement demonstrates the Group dedication to operational excellence and environmental stewardship. Building on this momentum, Haier Europe is now setting new, more ambitious SBTi-aligned targets for 2030: to reduce Scope 1 and 2 GHG emissions by 50% and absolute Scope 3 emissions from the use of sold products by 42% by 2030. This milestone is underpinned by the comprehensive progress detailed in the 2024 Sustainability Report, which reflects the company’s ambition of being Europe Consumers’ First Smart Living Choice in a Sustainable Home Ecosystem.
The exhibition space unfolds within a true home environment, where visitors enter into actual living scenarios after going through the brand tunnels. Here visitors can experience firsthand the benefits of the technologies presented by Candy, Hoover, and Haier, made even more performing with the Care+Protect products and accessories.
Candy
This year celebrates Candy first 80 years. At the brand tunnel entrance, a video illustrates the anniversary claim “Yesterday, Today, Always” while recounting how Candy has always been in tune with the times with pioneering smart, accessible, prompt, and connected solutions. The experiential space takes visitors into a revamped visual and technological identity that comes in product ranges combining accessibility, connectivity, and performance resulting in a perfect balance between style and durability. The latter becomes a key concept in the development of laundry solutions, designed to last up to twenty years.
In line with its innate pioneering spirit, Candy rolls out a game-changing innovation set to revolutionize the very concept of home laundry at IFA 2025: Multi Wash, an innovative washing machine equipped with three independent drums. With Multi Wash, one can wash delicate garments, baby clothing, and sportswear simultaneously, separately and customized, each with its own program, temperature, and duration. The AI Intelligent Central System combines water and electricity management in one smart solution, a touch interface, and several features ensure top-level performance while saving time and power. The innovation goes beyond technology: Multi Wash also offers a novel aesthetic language, with a distinctive and original design conceived to smoothly interact with other elements of the home.
In the world of laundry, Candy expands its line by introducing the innovative ProWash 750, a washing machine with a new and advanced user interface and the automatic detergent dosing system, combining simplicity with an excellent performance. At the heart of this innovation lies a groundbreaking technology, AirPro Wash, that accelerates contact with the laundry by injecting air into the water-detergent mixture to penetrate it faster into the fabrics thus saving time and energy as well as preserving fibres. The laundry is impeccable even against the toughest stains, with an energy saving up to 37% compared to traditional cycles**. Candy’s Berlin journey through the world of washing continues with an experience dedicated to fragrance passing through works of art and culminating in a futuristic design.
IFA 2025 is also the occasion to introduce the first range of small appliances by Candy, along with new microwave ovens. In the spotlight are 5- and 7-liter new air fryers, with a compact though spacious design aimed at meeting the needs of those seeking healthy but tasty cooking. The line is completed by Toaster, Kettle and Blender, with a coordinated style ideal for integration into any kitchen. To make it all more complete, there are show-cooking moments by the Chef Ambassador Cristiano Tomei, who creatively demonstrates the new range of products, including the new microwave ovens, to show how simplicity is the secret to good cooking.
In the kitchen, Candy presents an array of new solutions, including PureWash, an A-10% energy-rated dishwasher, featuring a 35-minute rapid Wash&Dry cycle and a smart dosing system. The offer is completed by the Bake 800 oven, that allows for the preparation of complete multi-level menus without the need for pre-heating, hence saving time and energy. Again, the hOn app maximizes the product potential thanks to remote control and a selection of recipes specifically customized for the Bake 800 functions.
In the world of refrigeration, cutting-edge technology is combined with an exclusive design and unique versatility: City Fresco surprises with its large capacity (up to 280 litres) in as little as 55 cm width. Its new colour palette, which was conceived to celebrate the brand’s 80-year history with three new shades: sage green, warm sand and a pop-blue hue that reflects the anniversary logo, makes this product particularly iconic.
The Candy area also showcases cleaning products and Care+Protect accessories, designed to support a flexible and connected lifestyle. With a strong focus on practicality and functionality, these solutions embody the brand’s accessible spirit and its commitment to making daily routines simpler and more efficient.
Hoover
Hoover unveils a renewed identity and a clear mission: to offer reliable, functionally designed products ensuring excellent long-term performance. The space is conceived as a tangible narrative showcasing the payoff “Performance that lasts”, rooted in people’s real needs and introducing ingenious solutions.
Among these is the absolute innovation of the range: HF6 Turbo Sense, the new cordless vacuum cleaner equipped with the innovative Floor Sensor brush that automatically recognizes the floor type, adapting its vacuuming power to always ensure optimal performance. Designed to vacuum both forwards and backwards, HF6 also saves time during cleaning sessions. Its ergonomic handle and vertical balance make the vacuum cleaner even easier to use, even on stairs or vertical surfaces.
There is also dedicated space for solutions that ensure top-tier performance in vacuuming and floor mopping, such as HW6 Ultra Clean, a breakthrough cordless floor washer that combines power, speed, and precision. With 20,000 Pascal suction force, it removes even the toughest dirt while vacuuming and mopping in a single stroke. The automatic cleaning system deep-cleans the roller with hot water at 74°C and dries it in just five minutes with hot air at 85°C, preventing the formation of mold and unpleasant odors. Thanks to its triple-edge LED head, it easily reaches corners and skirting boards for flawless results even in the most hard-to-access areas.
These are only some of the main products in a highly attractive scenario: a spiral vortex evokingthe power of suction flow. Innovation also takes centre stage with robotic vacuums: HG8 Ultra Sense incorporates an AI-driven navigation system that detects dirt and automatically adapts its cleaning strategy room by room, optimizing routes with 360° laser mapping. For fabric and glass care, Hoover presents HS5 Spot Wash&Dry, a compact and impressively powerful device that performs four actions in one sweep: spraying, washing, brushing, and vacuuming, to leave every surface perfectly dry. Thanks to its specialized accessories, the product ensures exceptional versatility in cleaning a variety of surfaces and dirt types.
The living room scenario also previews the world of large household appliances such as the Series 7 with brand-new user interfaces: the Pro Wash washing machine, featuring a pre-mixing system for water and detergent to tackle even the most stubborn stains, and the Pro Dry dryer, ensuring superb results also in the drying phase. The hOn app offers users a solution for each and every need. In fact, users can choose from over sixty wash cycle programs and 30 drying ones directly from their smartphone.
The high-performance care for long-lasting results guaranteed by Hooverrelies on the efficiency of the Care+Protect range, designed to extend the lifespan of every appliance. Targeted solutions help smarter maintenance and superior results, fully in line with the brand’s innovation-driven, performance-focused identity.
Haier
Haier translates the Naturally Connected vision into elegant, intelligent solutions that seamlessly integrate with people’s needs. The goal is not only to embed the most advanced technologies into homes, but to offer a fully customizable living experience where the home ecosystem adapts to the user’s lifestyle while simplifying and enhancing it.
At the middle of the exhibition space are refrigeration solutions that reflect an advanced approach to food preservation that goes beyond market standards, combining cutting-edge technology, extra-large capacity, energy efficiency, and sophisticated design for perfect integration into any kitchen. IFA 2025 is the ideal opportunity to spotlight the brand’s know-how in the Ice & Water World. The Horizon Collection refrigerators satisfy a growing demand for practicality, wellness, and sustainability, along with integrated water and ice dispensing functions. The Hydro Hub system on the Cube 90 platform provides direct access to water through a dispenser and the water jug. Moreover, Absolute Ice, built into the door to maximize space inside, allows direct access and provides both cubed and crushed ice on demand.
In Berlin, Haier introduces Next Generation, the new frontier in washing and drying – a distinctive and highly customized range powered by Artificial Intelligence. The AI Wash Sense system, with 9 sensors, optimizes every wash while the AI Vision camera offers step-by-step guidance. With AI Washing Memory, the machine learns user habits and suggests ideal washing cycles. Drying, on the other hand, is reimagined with a combination of different technologies like Ultra Reverse Drum, Ultra Sense, and the 5-level Flexy Air system, to ensure uniform, wrinkle-free, gentle care for all kinds of fabrics. These functions are complemented with those available on the hOn app, always AI-powered and that include label decoding, eco planning, and smart synchronization between the washing machine and dryer for optimal results.
Another innovation in the world of laundry is the Haier Couture Care Collection, two ranges characterised by refined design and advanced technology. Laundry Center is an elegant and sophisticated column that integrates washing and drying in just 1.6 metres. Wardrobe is a technologically advanced wardrobe, connected to the hOn app, with a sophisticated and functional design.
Haier kitchen becomes an area where innovation, personalization, and enjoyment are in perfect harmony. Rooted in this vision are the new Steam ID 2 ovens, the specific design of which offers an advanced culinary experience that blends high performance, ease of use, and a health-conscious approach to cooking. Their added value lies in intelligent humidity control, enabled by an advanced sensor system that constantly monitors the temperature and steam level to adapt to the type of food in real time.
Haier sets a new benchmark for household sanitation and sustainable efficiency with the I-Pro Shine dishwasher with Biovitae technology: a powerful LED light eliminating up to 99.99% of bacteria from both the machine internal surfaces and utensils.
The range of small household appliances is enriched with the new I-Master 3 introducing three new air fryers: Grand View with a 360° visibility of its inside; Double Drawer, allowing simultaneous cooking of two different dishes with separate programs and temperatures; and Flex Double Drawer, handling up to 9 servings. A divider that permits the changing of the drawer capacity makes such flexibility possible. Completing the offer is the I-Master Compact Coffee Machine 5: the Haier first automatic coffee maker with advanced features: not only espresso coffee but also frothed milk, iced coffee, tea, and infusions, all managed via five preset touch-selected programs.
The new TV range completes the Haier ecosystem, a natural extension of the brand’s vision. Smart TVs stand out for their extensive functionality, a variety of sizes, up to 115 inches, and technologies. With this new range, Haier brings its philosophy of a connected, interactive Smart Home to the entertainment world.
Sustainability, care, and customization are optimized through Care+Protect products and accessories. Designed to maintain performance and enhance the user experience, these products embody the brand’s vision of excellence and long-term value.
With their Naturally Connected concept, Haier Europe brings a shared, solid vision of the future of living to IFA 2025 – a home ecosystem built around people and constantly evolving to meet their needs. From household care to energy management, to the joy of cooking, every solution by Candy, Hoover, and Haier is designed to be integrated, customized, and sustainable.
*Scope 2 emissions.
**In-house test carried out vs. washing machine not featuring the AirPro Wash technology.
