HOWARD GRINDROD, VICE PRESIDENT OF HISENSE UK THE ERT INTERVIEW


Meaningful innovation


Hisense also launched its ‘Dish Designer’ in 2025, its next generation AI-powered meal planning tool as part of the brand’s ConnectLife smart home platform.


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The app leverages generative AI to offer limitless customised recipe suggestions based on ingredients consumers already have in their kitchen, taking into account dietary restrictions. ‘Dish Designer’ was developed in collaboration with Microsoft’s-Azure AI Studio. Consumers simply take a picture of the food in their fridge or cupboards and the tool will automatically add all items to the inventory function in the app, with the Randomiser feature also generating creative recipe inspiration. The commitment to meaningful innovation is clear in Hisense’s upcoming 7i Series laundry range and its next-generation pyrolytic ovens, both due to be released in 2026. They introduce TFT screens, more intuitive controls, and communication between appliances. “Our high-end ovens next year will be something quite special,” Mr Grindrod says. “The purity of design, the new TFT interface, the pyrolytic capability—it’s the most premium cooking range we’ve ever released.” The brand’s design-led “KitchenFit” range,


freestanding appliances styled to sit seamlessly within cabinetry - has also become a hit with retailers and consumers alike. “KitchenFit started as a cooling range, but it resonated so strongly that we’re expanding it,” he says. “It’s about fitting modern lifestyles. People want clean lines, seamless integration, but without the cost and complexity of full built-in kitchens.” Despite Hisense’s global profile and growing


UK presence, “retail partners are incredibly important to us.” He lists the investments: a sales team dedicated to independents; two regional trainers with more on the way; a merchandising team; in-store support; and a long-standing relationship with Euronics that dates back to 2014. “Retailers are smart, especially independents,” he adds. “They’ve seen brands disappear. They’ve seen brands arrive with noise but no staying power. They ask the right questions: Are you in this for the long term? Are you building something sustainable? Will you support us? Our goal has always been to be consistent, honest and humble. We don’t believe in aggressive, short-term plays.”


Sport visibility


Brand visibility has been boosted significantly through sport. Hisense’s global sponsorships cover football, tennis and more, including multiple UEFA European Championships and FIFA World Cups, including the World Cup this year.


They even sponsored Red Bull in Max


Verstappen’s first couple of years at Red Bull. “We sponsored Red Bull from 2015 to 2017, back when Max Verstappen was just starting. We used their Milton Keynes base constantly. And what struck me was the sheer scale of what it takes to keep two cars competitive. You’re talking 1,200 to 1,500 people. It was a reminder that behind every visible success is an army of unseen work. That resonated with me because it’s very similar to how we’ve built Hisense.”


That parallel becomes even clearer when Mr


Grindrod reflects on what he calls “the tipping point”—the moment when a brand stops having to introduce itself. “We ship around two million units a year into the UK now, across TVs and white goods,” he says. “When you reach that scale, something changes. People start coming up to you saying, ‘I’ve got one of your fridges,’ or ‘I bought your TV last year and I love it.’ Word of mouth takes over. “There’s a point where the products in people’s homes start doing the talking for you. That’s where we are now. It’s a critical mass. It’s very satisfying because it tells you every decision we made in those early years, the slow decisions, the careful decisions, was worth it.”


Reflecting on the 12-year journey, Mr


Grindrod doesn’t describe a brand that has sprinted to success, but one that has walked deliberately, confidently, and with a clear sense of direction. “We never wanted to be the brand that arrived with a bang and disappeared just as quickly,” he says. “Our goal was always to build something lasting. Something with integrity. Something with a foundation you can trust.” In an industry where hype often outpaces delivery, Hisense’s rise feels like the opposite: a story of delivery first, hype second - if at all. He adds: “Consistency, humility and commitment. Those three things have guided us from day one. And they’ll guide us for the next decade as well.”


December/January 2026 ertonline.co.uk


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