Haier expands Kenyan footprint with Carrefour, Naivas, Quickmart partnerships

Chinese home appliance giant Haier is ramping up its presence in Kenya through an aggressive expansion strategy centred on retail partnerships and locally tailored products.

The company announced its plans during the Haier 2025 Partner Summit and Product Launch Conference held in Nairobi on May 19, an event that brought together more than 200 stakeholders, including local business partners, representatives from the Chinese Enterprise Association, the China Kenya Real Estate Association, and digital influencers.

Haier is now working with key supermarket chains such as Carrefour, Naivas, and Quickmart, in addition to over 200 other businesses, in a bid to solidify its footprint in the East African market.

"In Kenya, our goal is to become number one by 2030, with a sales target of $30 million," said Bill Zhang, Country Manager for Haier Kenya.

The company’s latest retail approach is anchored in its “2+10+N” model, which includes two flagship brand stores, 10 in-store experience outlets, and multiple partnerships with retail giants such as Khetias, Maguna, Foodplus, China Square, Panda Mart, Love Home, and China Village.

According to Haier, this model is supported by a diversified supply chain and an ability to respond quickly to changing market needs—factors it credits for its 30% year-on-year revenue growth over the past two years.

During the summit, Haier also unveiled a new lineup of home appliances, tailored for Kenyan consumers. These include a T-door refrigerator with dry and wet storage, advanced dishwashers, and what the company claims is the world’s largest drum washing machine.

Zhang Jiaping, President of the China Kenya Real Estate Association, noted that Haier’s focus on product innovation aligns with growing demand for modern home appliances in Kenya’s fast-evolving housing sector.

He said: “Haier’s R&D capacity and comprehensive product range are crucial in meeting the evolving needs of local housing developments.”

One highlight of the event was an interactive “zero-distance” experience zone, where attendees engaged directly with Haier’s product ecosystem.

Looking ahead, Haier Smart Home is targeting deeper integration into Kenyan households, focusing on improved accessibility, streamlined purchasing, and after-sales service.

The company also hinted at digital innovations, including a one-click operating system designed to simplify user interaction with smart home products.