Two Years Since Haier Acquisition, GE Appliances Highlights Major Investment Plans
In the two years since being acquired by Haier, GE Appliances (GEA) has been quietly working towards becoming one of the leading major appliance brands in the U.S. On the second anniversary of that acquisition, the company announced its plans on becoming the number-one appliance brand in the country, and detailed how it hopes to achieve that goal.
“One of the most liberating things about being part of Haier is how they are helping us realize our potential and their desire to see GE Appliances grow. We’re free to reinvent our business to achieve growth and industry leadership,” Kevin Nolan, president & chief executive officer for GE Appliances, said in a statement. “Our goal is to become the leading, most consumer-focused and contemporary appliance business in America.”
Nolan said that the Haier acquisition has fundamentally changed the way GE Appliances operates as a company, allowing them to think of themselves “as a two-year-old startup” that just happens to have a century’s worth of industry expertise and the backing of one of the world’s largest appliance brands.