IFA 2025: All the latest from Haier, Candy, and Hoover
Berlin. Haier Europe returns to IFA, as usual, with a wide selection of new home products focused on design, sustainability, and artificial intelligence. In 2025, the company's vision for the smart home appliance ecosystem is based on the "Naturally Connected" concept, which, as Neil Tungst, CEO of Haier Europe, explained, "represents a 'naturally human' approach: technology and innovation are not ends in themselves, but arise from the real needs of consumers, who are always at the heart of the company's philosophy." These needs the company aims to meet by investing primarily in the Haier and Candy brands, with Hoover somewhat in the background. "Haier is the global and priority brand, positioned as premium," Tungst clarifies, "while Candy is a European brand with 80 years of history, maintaining its DNA of design and Italian passion . It offers accessible quality and smart interaction," he adds, "enhanced by the technology of the Haier ecosystem."
With this vision, the group's brands are unveiling a series of hardware and software innovations at IFA that are increasingly easier to use thanks to the hOn app, the hub for intelligent home management that recently reached 10 million connected users in Europe. "The hOn app is a crucial factor for customer loyalty and user experience," explains Piergiorgio Bonfiglioli, marketing director for IOT at Haier Europe , "and according to "The comparative data we have has the highest level of engagement in Europe thanks to its usability." When it comes to smart homes, "we started creating an ecosystem very early," Bonfiglioli points out, "11 years ago, in 2014. Initially, the focus was on smart appliances," he continues, "but in the last two years, the offering has expanded to include the entire home, creating a broad and integrated ecosystem that includes energy management, photovoltaics, air conditioning, and small appliances." It's also worth noting that, out of ten million European users, approximately 2 million are in Italy, with a very high conversion rate between those who download the app and those who use it regularly.
The importance of the hOn platform goes beyond the services it offers users: Bonfiglioli explains that "the data collected through the app is crucial for developing new products. For example, the widespread use of "mixed" programs in washing machines encourages us to focus on that type of cycle, improving it or allowing greater user customization."
But let's get to the products and innovations presented in Berlin for each brand owned by the Chinese giant:
The historic Candy brand is celebrating its 80th anniversary (with the slogan "Yesterday, Today, Always") by introducing the Candy Multi Wash washing machine, a product we could call unprecedented because it introduces a new paradigm: "wash everything together, but separately." It features three independent drums : a 10.5 kg main drum and two 1 kg mini-drums, allowing you to simultaneously manage delicates, children's underwear, and sportswear, each with its own customized program, temperature, and wash duration.
The heart of the system is the Multi-drum Integrated System , a multi-basket system managed by AI that optimizes water and energy through three independent hydraulic circuits, simplifying installation. The machine detects the weight in each basket and automatically dispenses detergent thanks to the Auto-Dose system. For hygiene, Smart Spray technology cleans the door of foam residue, while the Clean Shield treatment prevents bacterial growth by up to 99% and the upper left basket is equipped with UV sterilization. The Quick Wash cycle allows you to wash three different loads in just 22 minutes. The design is also innovative, with clean lines and a touch panel integrated into the door.
Another interesting aspect of the new Multi Wash is that this new appliance was born thanks to interaction with users: as Laura Scelzi, Haier's marketing director for Italy, explains, through surveys launched on channels, the company intercepted users' needs and ideas, transformed them into proposals that were then voted on, ultimately arriving at the new concept of a washing machine with three drums, which solves the "age-old dilemma" of what to wash when.
In washing, the products presented at IFA are joined by the ProWash 750 equipped with AirPro Wash technology: by introducing air into the water and detergent mixture, the system accelerates contact with the laundry to penetrate the fabrics more quickly, saving up to 37% of energy compared to traditional cycles.
For the kitchen, Candy presented the PureWash dishwasher, the fastest on the market with a Wash & Dry cycle of just 35 minutes and energy efficiency up to A-10%. The new spray arms make washing coverage more efficient, up to 50% in the corners. Then there is the new Bake 800 oven, which introduces ProActive Cook Technologies : the No Preheat function eliminates preheating to save time and energy, while the FullMenu function allows you to cook a complete meal on four levels simultaneously.
Refrigeration is renewed with the Candy City Fresco line, which offers up to 280 liters of capacity in just 55 cm of width. For Candy's anniversary, the model is dressed in three new colors: sage green, warm sand, and pop blue. The Candy Fresco line integrates technologies such as the Adaptive Humidity Area and the Panorama Light lighting system.
Finally, Candy chose IFA to officially debut in the world of small appliances (SDA) with products such as 5- and 7-liter air fryers, a toaster/kettle, and an immersion blender. What appears to be merely a natural expansion of the product offering actually reveals a broader and more ambitious commercial strategy: "Small appliances are key products for facilitating the introduction of the brand into consumers' homes," explains Scelzi, "because they are more affordable and the purchasing process is less complex."
"A distinctive strength of Haier is its connected ecosystem that aims to simplify sustainable choices for consumers," explained Haier Europe CEO Neil Tungst at the press conference. This "Naturally Connected" philosophy is embodied in products like the Horizon Collection refrigerator range, which combines cutting-edge technology, extra-large capacity, energy efficiency, and design. These stand out, for example, with integrated water dispensing ( Hydro Hub ) and ice dispensers with the Absolute Ice system, integrated into the door to free up interior space. Nutri Bank technology is also being introduced, which preserves food at sub-zero temperatures without freezing, slowing down spoilage. The "More than A Class Range" achieves energy efficiency of up to A-30%.
There are also innovations in washing and drying with the Next Generation range, which integrates artificial intelligence solutions . The AI Wash Sense system, for example, uses 9 sensors to optimize each wash while the internal AI Vision camera guides the user. With AI Washing Memory , the machine learns habits and suggests ideal cycles. Drying has also been improved by applying new technologies such as Ultra Reverse Drum , Ultra Sense , and the 5-level Flexy AIR system, for a uniform and delicate result. The X 11 Washer-Dryer with Heat Pump represents the pinnacle of efficiency, reaching class A-10% in the combined cycle. It is worth noting that many of the functions of these appliances (and other dedicated ones) can be managed on the hOn app, again thanks to AI: these include label decoding, eco scheduling, and synchronization between washer and dryer to optimize results.
On display in Berlin, we also saw the Haier Couture Care Collection , two top-of-the-line lines that focus heavily on refined design and advanced technological solutions. Laundry Center , for example, is an imposing column that integrates washing and drying in just 1.6 meters, while Wardrobe is a technologically cutting-edge closet, connected to the hOn app, with a refined and functional design.
In the kitchen, Haier presents the I-Pro Shine dishwasher with Biovitae technology , a UV-free LED lighting system that sanitizes dishes and the interior of the appliance, eliminating up to 99.99% of bacteria. The new Steam ID 2 ovens offer intelligent steam management for healthier and more gentle cooking.
The offering is rounded out by the I-Master line of small appliances, which includes the first automatic coffee machine , the I-Master Compact Coffee Machine 5 , and three new air fryers, including the Double Drawer model for simultaneous cooking. Finally, Haier extends its premium ecosystem to the world of entertainment with a new range of Smart TVs , with screens up to 115 inches and cutting-edge technologies such as OLED and QD-MiniLED.
Hoover is presenting a refreshed identity in Berlin, under the tagline "Performance that lasts," and offerings that focus on floor cleaning. The most important new product presented at IFA is the HF6 Turbo Sense cordless vacuum cleaner, featuring the innovative Floor Sensor , which recognizes the type of floor and automatically adjusts its power. The LED lights on the brush change color based on the floor type, illuminating hidden dust for even more thorough cleaning. Designed to vacuum in both forward and reverse directions, it has a battery life of up to 100 minutes and the convenient QuickPark function for leaving it standing wherever you are.
In the floor cleaning sector, the HW6 Ultra Clean stands out, which vacuums and washes in a single pass with a power of 20,000 Pascal. Its self-cleaning system uses hot water at 74°C and dries the roller with hot air at 85°C in just 5 minutes, preventing mold and odors. For targeted cleaning, Hoover offers the HS5 Spot Wash&Dry spot cleaner, a compact and powerful 4-in-1 system that heats water to 40°C to remove stains from fabrics and glass.
Innovation extends to large appliances: in washing, the new Series 7 (class A-30%) introduces a pre-mixing system of detergent, water, and air for faster cycles. The new H-DISH dishwashers reach class A-10% and integrate the AutoDose system. Finally, even Hoover ovens in class A++ (like Candy ones) do not require preheating thanks to No Pre-Heat technology.
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