HOWARD GRINDROD, VICE PRESIDENT OF HISENSE UK THE ERT INTERVIEW


‘We’ve created our own growth’


Hisense’s growth has been built in the hard way, through infrastructure, product integrity and long-term consistency. Howard Grindrod, Vice President of Hisense UK, speaks to Will McGill about the brand’s journey.


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H


isense’s rise in the UK has been one of the most methodical, quietly confident, and strategically disciplined growth stories in the electricals industry. What began in


2012 has become a sustained march toward market leadership, built on patience, discipline, long-term consistency and a laser focus on product foundations. Speaking with Howard Grindrod, Vice


President of Hisense UK, what quickly becomes clear is that everything about the brand’s success traces back to what he repeatedly describes as “laying the groundwork properly


and refusing to cut corners, even when it slowed the journey.” “We’ve been growing, and we’ve been


growing for years,” he says. “What people forget is that the overall market hasn’t grown. In fact, some years it’s barely moved at all. Our growth hasn’t come from the market lifting us, it’s come from category expansion and brand development. We’ve had to create the growth ourselves.” Hisense’s consumer-facing momentum may


feel recent to some observers, especially in categories such as TV where the brand appears to have surged into the public consciousness,


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