Haier, the Euromonitor International no.1 global leader in major appliances for the 17th consecutive year and official sponsor of LFC, has officially entered the UK television market. This marks the launch of a significant new product category for the brand as it continues to expand its premium connected home ecosystem.
The new range has been developed to combine strong picture performance with widely recognised smart TV operating systems including Fire TV and Freely, giving consumers familiar and highly accessible ways to discover streaming services, live television and on-demand content.
The New S90, S80 and K85 series signal the brand’s expansion into a major new product vertical, creating fresh opportunities for independent retailers and specialist electricals.
Built-in Alexa voice control delivers a strong accessibility proposition at retail. Consumers can navigate content, switch between apps and search for programmes using voice commands, supporting a wide range of users, from families to older audiences, and reflecting the shift towards more intuitive, personalised content consumption.
The launch line-up centres around three core series – the QLED S90 and S80, and the 4K LED UHD K85 – offering a clear tiered portfolio that spans flagship QLED performance through to accessible 4K models. Combined with intuitive smart operating systems and Alexa voice-enabled functionality, the range provides retailers with a compelling proposition that appeals to a wide demographic while supporting the growing demand for connected home entertainment.
A Strategic New Product Vertical for Haier
Televisions represent a major step in Haier’s strategy to broaden its presence across the connected home. With strong recognition in premium appliances, the introduction of TVs allows the brand to extend its design philosophy and technology leadership into the home entertainment category.
The range has been developed to align with Haier’s broader ecosystem approach, enabling retailers to position televisions alongside the brand’s existing appliance portfolio when creating fully integrated smart home environments.
Product Portfolio Overview
S90 Series: Flagship QLED Performance
The S90 sits at the top of the range and is designed for consumers seeking high-end picture performance and next-generation gaming capability.
Key features include:
- QLED technology with up to 93% DCI-P3 colour coverage
- 144Hz refresh rate with VRR support (48–144Hz at 4K) for gaming
- Dolby Vision IQ and HDR10+ support
- Dolby Atmos immersive audio
- Premium metal frame design
Available in 85″, 75″, 65″, and 55″, the S90 allows retailers to address the growing demand for larger-screen home cinema displays.
S80 Series: Premium QLED All-Rounder
Positioned as a strong mid-tier offering, the S80 combines QLED picture quality with broad size availability and strong everyday performance.
Key features include:
- 4K QLED display
- MEMC motion enhancement for sports and fast action
- HDR10 and HLG compatibility
- Screen sizes from 75″ to 43″
This range provides retailers with a versatile model suitable for living rooms, secondary spaces and family entertainment environments.
K85 Series: Accessible 4K Entry Point
The K85 series rounds out the portfolio with a competitively positioned 4K offering designed to drive accessibility while maintaining strong picture quality and modern design.
Key features include:
- 4K Ultra HD resolution
- HDR compatibility including HDR10 and HLG
- Screen sizes from 65″ to 43″
- Slim, stylish design
The K85 provides an attractive entry point for consumers upgrading to 4K televisions.
Opportunities for Retailers
The introduction of Haier TVs provides retailers across all channels with an opportunity to expand their product offering with a recognised premium brand, particularly for those already established in major domestic appliances or looking to strengthen their home entertainment category.
The range is underpinned by three core performance pillars:
- Picture Quality: Powered by advanced AIPQ processing, optimising image performance in real-time
- Smart Accessibility: Fire TV service with Alexa voice control and Freely integration
- Sound Quality: Audio tuned by KEF for a more immersive viewing experience
By adding televisions to its portfolio, Haier allows retailers to:
- Cross-sell across home entertainment and connected appliances
- Deliver a consistent premium design aesthetic across multiple home categories
- Tap into growing demand for larger-screen TVs and gaming-ready performance
- Leverage increased brand visibility driven by Haier’s Liverpool FC partnership
The tiered product structure also supports a clear “good, better, best” merchandising strategy, helping retailers guide customers across different price points and feature sets with ease.
Steve MacDonald, Business Director – Home Energy & New Business at Haier, says: “Entering the television category marks a significant step for Haier as we continue to expand our presence across the connected home. The launch of the S90, S80 and K85 series introduces a completely new product vertical for the brand in the UK, allowing us to bring the same focus on premium design, performance and innovation that retailers already associate with our appliances into home entertainment.
For the retail channel – particularly independent electrical specialists – this creates an exciting opportunity to grow their AV offering with a recognised premium brand. By combining strong picture technologies, a clear good-better-best product structure and screen sizes up to 85 inches, the range has been designed to help retailers confidently meet demand for larger screens, gaming-ready performance and high-quality viewing experiences in today’s connected homes.”
Haier televisions are expected to hit the market in early May.
https://www.haier-europe.com/en_GB/
