Haier and N.A.A. Join Forces
Damian Mellett (left) and Laragh Hickey (right)
Haier Ireland and N.A.A. Ltd announce strategic partnership to expand premium built‑in appliance offering across Ireland
Haier, the premium global appliance brand, and N.A.A. Appliances, one of Ireland’s longest‑established family‑run distributors, have announced a new strategic partnership to provide a ‘seamless experience for retailers and customers alike’.
This collaboration will see Haier’s built‑in cooking and laundry appliances introduced to kitchen retailers across the Republic of Ireland from May, marking a significant expansion in the premium kitchen channel.
Discussions between the two companies began at the end of 2025 with both parties identifying a mutually beneficial opportunity to better service their customers through collaboration.
Damian Mellett, Account Director at Haier Ireland, said, ‘We have been aware of N.A.A over many years in this industry servicing their customer base with great professionalism, building great working relationships, which continue to this day having started many years ago with their customers.’
The agreement will ensure kitchen specialists will have direct access to Haier’s design-led portfolio backed by N.A.A.’s strong market knowledge and relationship management.
Laragh Hickey, Managing Director, N.A.A. Ltd said that N.A.A had recognised a gap in the product offering in having a full suite of products to offer the consumer.
‘This partnership with Haier means giving our customers access to an exciting new appliance range backed by the trusted service, industry expertise, and long‑standing relationships already formed with N.A.A. We are pleased to expand our offering and provide even more choice and value to support the kitchen industry.’
The partnership is primarily aimed at kitchen designers and premium property developers with N.A.A targeting these areas across the Republic of Ireland. N.A.A has a well‑established customer base in the kitchen trade market with both appliances and kitchen hardware products.
Providing a premium, cutting‑edge cooking and laundry range to the consumer will be a natural complement to N.A.A.’s current offering.
Laragh added, ‘The new Haier core range is predominantly built‑in products and will complete our kitchen design assortment. This will now mean we can fulfil our kitchen customers’ requirements from the hinges to the oven.
‘N.A.A do not take on brand distribution lightly and we put a lot of time and consideration into who and what we join partnerships with, so our aim is to build the Haier brand long term within our business and ensure we become the “go to” for Haier Ireland with this exclusive partnership. We will be focusing on both our current customer base but also reaching out to new customers as well. N.A.A’s team will of course be on hand to help our customers where necessary in pointing them in the right direction for assistance when needed.’
All Haier products distributed by N.A.A will feature full connectivity via the hOn app, offering a connected smart home ecosystem that optimises appliance performance, energy efficiency, and environmental impact. Aftersales service will continue to be provided by Haier’s dedicated service team in Ireland, with engineers based across the country.
Intended as a long-term collaboration, together Haier and N.A.A will grow brand awareness through new kitchen retail displays, TV advertising, consumer promotions, and social media activity.
Haier appliances will be available for kitchen retailers to order from May. A cross‑section of premium built‑in ovens, induction hobs, extraction and laundry products will be displayed in N.A.A’s Ballymount showroom, all supported by a 5‑year labour and 10‑year parts guarantee.
N.A.A’s Annual Open Day will be an opportunity for customers to see the new Haier range in person. It takes place June 12, 2026 in the N.A.A showroom in Ballymount, Dublin.
