Fisher & Paykel’s new identity as a fully owned subsidiary of Haier is beginning to take shape. Earlier today, the company released a media statement — almost a mission statement — outlining its bold plans for expansion. This expansion will include more people designing more products in more categories for more countries.

Any thought that Fisher & Paykel would become a regional afterthought for the Chinese behemoth will be quashed if these plans are realised.

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“Growth is planned across New Zealand in the next 24 months as we recruit for 100 research and development positions to Fisher & Paykel’s Auckland and Dunedin operations, as well as further job creation in other areas of the company,” said F&P chief executive Stuart Broadhurst.

“This expansion of specialist skills will entrench our company’s expertise, enabling us to continue to deliver the world-leading innovation we are known for, with continued emphasis on quality.

“In the next few months we will be releasing the largest number of new Fisher & Paykel products at any one time in our company’s 79-year history.

“These products include new refrigeration, cooktops, a new oven platform and new laundry products.”

Broadhurst described Fisher & Paykel’s key regions as New Zealand, Australia, North America, China and India. The brand, which Broadhurst said is determined to retain its New Zealand identity, is expected to expand into more territories over the course of this 24-month growth project.

“We will be expanding the Fisher & Paykel brand both locally and globally, giving people greater visibility of our product ranges, the technology behind them, and how they can make our lives easier,” Broadhurst said.

On the local front, in what appears to be an unrelated change, Fisher & Paykel yesterday confirmed to Appliance Retailer that it had restructured its Australian sales team to improve efficiencies and better cater to its major channel partners.