How Haier Grew Sales by £21M in One Year

Haier, a global leader in smart home appliances (including Hoover and Candy), grew UK retail sales from £88M to £109M in just one year. Garry led the retail channel team, driving stronger retailer partnerships and smarter commercial strategies during a challenging market.

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Lead: Garry Winstanley

The Challenge.

Haier needed a clearer commercial plan and stronger retail relationships to grow faster in a competitive, COVID-impacted market.

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

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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.

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Further Reading