How Haier Grew Sales by £21M in One Year.

Haier is a global leader in smart home appliances (eg: Hoover Candy). Between 2020 and 2022, Garry led the UK retail channel. In that time, the business saw strong growth and built closer, more productive relationships with top retailers and buying groups.

Two women working at a meeting table with papers and a screen showing charts in a conference room.

Lead: Garry Winstanley

The Challenge.

Haier wanted to grow its brands—Hoover, Candy, and Haier—in a fast-changing market during the challenges of COVID-19. While the business was performing well, they saw a chance to grow faster by working better with key retailers like Currys, buying groups, and independent stores.

They needed:

  • A clearer and more focused commercial plan

  • Stronger relationships with shared goals

  • New ways to boost sales and market share

The Change.

Garry joined as Channel Director and led a sales team of 15. He brought over 20 years of experience in commercial strategy and sales leadership across retail, tech, and FMCG. He focused on helping the business grow with better strategy, clearer communication, and smarter commercial moves.

Key actions included:

  • Building a focused growth plan with clear goals

  • Improving pricing and product mix to boost profit

  • Working more closely with retailers to align on shared outcomes

  • Strengthening cross-functional teamwork to solve problems faster

  • Leading better deal negotiations that helped both sides win

A person holding a camera lens, through which a scenic view of mountains, a lake, and cloudy sky is visible.
Person using a stylus to draw on a tablet displaying a candlestick chart of financial data with green and red bars, in an indoor setting with warm lighting.

The Results

Sales grew from £88M to £109M in one year (2021)

  • £5M added in gross margin through smarter deals and improved operations

  • Retailers like Currys saw Haier as a stronger, more trusted partner

  • Brand share improved in major and independent retail channels

  • The sales team became more focused, connected, and motivated—and hit their targets

Why It Worked.

Garry brought deep experience in growing brands through strategy, sales, and strong partnerships. At Haier, he helped the team align around a clear plan and brought retailers into the process. His leadership helped drive results that lasted.

“When strategy, sales, and customer relationships come together, growth happens. Haier’s success shows the power of getting that right.”

Experience.

Explore more.

This kind of growth is possible—want help getting there?

Contact us. We can help.