Haier appoints Nick Portlock as UK & Ireland managing director

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Haier has announced the appointment of Nick Portlock to the role of managing director, UK & Ireland. Based at Haier’s offices in West London, Portlock will oversee the Haier Group’s UK & Ireland division and has been charged with implementing a sales-led approach to the brand’s business.   

Portlock has amassed eighteen years in sales, marketing and general management, during which time he has fulfilled director roles at international home appliance brands such as Samsung, Miele and Indesit.

Haier Europe CEO René Aubertin commented: “Thanks to Nick’s extensive experience and consistent success, I have every confidence in his ability to be the driving force behind Haier UK & Ireland for years to come. With a strategy of appointing the best specialist teams in local markets, Haier aims to become one of the top five household electrical appliance manufacturers in Europe.” 

New MD Nick Portlock said: “I am delighted to take on this position and see great potential for Haier to develop further in the UK & Ireland. Haier is a premium brand and we will continue to offer the highest quality of products which are best suited to this market, while improving brand awareness and bringing new product lines to UK & Ireland consumers.”

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