Haier expands premium laundry proposition with new Couture Care Collection

Haier has expanded its premium laundry proposition with the launch of the new Couture Care Collection, introducing 2 high-spec additions to the UK market: the Laundry Centre and the Clothes Drying Closet – both introduced to the UK market at KBB Birmingham 2026.

Designed to elevate laundry from functional to aspirational, the company says the range presents an opportunity for retailers looking to drive premium value and create more bespoke laundry solutions.

The Couture Care Collection 11 Laundry Centre is a fully integrated, stacked wash-and-dry solution that combines intelligent automation with advanced garment care. It features AI-powered Smart Link technology that synchronises washing and drying cycles automatically and offers an I-Refresh Pro steam programme that refreshes garments without full washing. The Ultra Fresh Air system keeps clothes fresh for up to 12 hours post-cycle, while Ultra Reverse Drum & Flexy Air technologies reduce tangling and creasing. It offers A-rated washing efficiency combined with smart connectivity via the hOn app.

Meanwhile, Haier says the Clothes Drying Closet introduces a new category opportunity within UK laundry retail. Designed as a wardrobe-style unit, it refreshes, sanitises and smoothes garments, including delicate or dry-clean-only items, using steam, UV and plasma technology.