Haier makes fridge-freezers, washing machines and dishwashers. It also makes medical equipment, gaming peripherals and industrial robots. Now it wants a place in one of the toughest markets in consumer tech: TVs in the UK and Europe. At IFA 2026 in Berlin, held September 4–8, 2026, Haier’s TV Business Director Steve Macdonald told What Hi-Fi? that the company isn’t trying to be the next budget-TV giant.
“I think the mindset we have is that what we would like to be is a more premium brand – and that will take time – but more akin to what the Korean brands are doing than some of the other brands,” Macdonald said. Pressed on the point, he said Haier isn’t looking to “become the new TCL or Hisense”. He was just as frank about the stakes. The brand needs “an edge, otherwise we’re not going to survive in that area”.
Where Haier starts
Haier entered the UK TV market in April 2026, as reported by Retra on April 20, 2026. The first lineup has three series:
- S90 – QLED in 55, 65, 75 and 85 inches, with up to 93 per cent DCI-P3 colour coverage and a 144Hz refresh rate with VRR support
- S80 – 4K QLED from 43 to 75 inches, with MEMC motion enhancement
- K85 – 4K Ultra HD LED from 43 to 65 inches, with HDR support
Every model runs Fire TV and Freely and has built-in Alexa voice control. As of September 2026, Haier’s UK store lists the K85 from £249.00 and the S90 from £499.00, up to £1,099.00 for the 85-inch set. Macdonald called this fairly affordable QLED range only the first step.
The KEF card
Haier’s clearest bid for AV enthusiasts is sound. Speakers in its latest TV range are tuned by British hi-fi maker KEF. At IFA, Haier ran a dedicated sound room with a KEF-branded TV and soundbar. The soundbar shown in Berlin, the HSM990, is a 7.1.4 system with 15 drivers developed by KEF, including KEF’s miniature Uni-Q MX coaxial units. Its price had not been announced when AVCesar covered it.
That alone won’t set Haier apart. Hisense works with Devialet, TCL uses Bang & Olufsen, Philips has a Bowers & Wilkins-equipped TV, and Panasonic uses its Technics division. Haier is also working on a more powerful chipset aimed at gamers, stronger accessibility features through its Fire TV partnership (visual and audio enhancement modes and easier navigation) and a better anti-glare coating.
Mini LED now, OLED on the table
Haier’s bigger point of difference may be panel choice. Macdonald said Mini LED TVs are in the works and that OLED is also possible. TCL and Hisense both almost completely avoid OLED. Haier’s stand in Berlin previewed its next wave:
- MS96 – SQD Mini LED in 85, 100 and 115 inches, with 5,000 nits peak brightness and a native 144 Hz panel, due in the second quarter of 2027
- MR92 – RGB Mini LED from 55 to 100 inches, with 2,000 nits peak brightness, claimed 100% BT.2020 coverage and a native 144 Hz panel, due in 2027
- A 163-inch Micro LED screen, to order only in 2027, at €100,000
These sets use Haier’s own SR UltraSense processor, and select models carry Sound by KEF.
Step by step
The rest of Haier’s UK plan includes a UEFA Champions League global partnership for 2027 to 2031. It also includes different approaches for different retailers. Macdonald said the KEF tie-up will be key with specialist home cinema chains such as Richer Sounds, while broader retail partners will get a different pitch. He isn’t promising overnight success: “every couple of months, we have to reset what we’re doing and understand, and it’s not going to be an easy journey.”
