March 2026
ertonline.co.uk
Digital-first strategy
“We don’t think just about appliances – we start with the brand and the consumer, and then the appliance comes from that,” said Mr Correia. “Harmony within the kitchen is one of the brand’s key values.” This design-led approach has also led to collaborations with cultural and design partners. “We developed a line together with the Van Gogh Museum,” he says. “More recently we launched the G1 collection in collaboration with Giugiaro Design.”
Positioning in the market In the UK, Teka will sit primarily in the mid-to- premium segment, offering a built-in kitchen portfolio that includes ovens, hobs, dishwashers and refrigeration. “Price-wise, Teka usually sits in a sweet spot in the middle of the market,” Mr Correia explains. “But the range can touch the premium end and also the lower middle of the market.” Rather than focusing purely on specifications, the brand aims to communicate the benefits of its technology to consumers. “When we talk about technology, we talk about the benefit of that technology,” he says. “For example, with our SteakMaster oven we focus on the fact that you can cook a perfect steak in the oven.”
The technology behind the product remains important, but it is not always the headline message. “We don’t talk about the technical detail
of reaching 700°C or the Maillard effect,” Mr Correia explains. “The technology is behind it, but the message is about the experience.” Within Midea Group’s wider portfolio, Teka adopts a different design and consumer approach to the company’s core Midea brand. “Midea is younger, more dynamic and very technology-forward,” says Mr Correia. “European design tends to be more timeless and long-standing. They have different approaches, even though both brands have strong technology behind them.”
Building brand awareness Although Teka has previously had a presence in the UK, the company believes the timing is right to establish a stronger foothold under Midea’s ownership.
“This is not completely new for the UK,” Mr
Correia acknowledges. “We have been here before with distributors many years ago, but now we are definitely here to stay.” Rather than launching immediately with a large consumer campaign, the company plans to prioritise building relationships within the industry.
“The first step is to get the right partners and build relationships within the industry,” he said. “It doesn’t make sense to invest heavily in consumer campaigns if you are still building distribution.”
Kitchen studios and specialist retailers will play a particularly important role in that strategy. “The moment of truth is when the consumer is buying the product,” Mr Correia comments. “We want to work closely with our partners and support them with the right displays, the right products and the right positioning.” Because built-in kitchens are often purchased
through showrooms, trust and recommendation remain key. “Word of mouth and trust are extremely important,” he adds. “If a retailer believes in the product, they are the best ambassadors for the brand.”
While large-scale sponsorships and mass advertising have helped build awareness of the Midea brand globally, Teka’s UK marketing approach will initially be more targeted. “I prefer to call it an omni-journey,” says Mr Correia. “Consumers research online, compare prices, and sometimes visit a store to see the product. Communication needs to reflect that.”
Digital marketing will therefore play a central
role in reaching specific audiences rather than relying on broad mass campaigns. “Digital allows you to target very precisely,” he comments. “Instead of a lot of wastage in mass media, you can speak directly to consumers who are interested in cooking, design and the kind of experience Teka offers.” The company has already seen strong results
from digital activity in other markets. In Spain, for example, Mr Correia said a recent campaign generated more than 38 million impressions. However, he emphasised that larger-scale consumer activity in the UK will come later. “In eight or ten months we may take another step and become more consumer-driven in our communication,” he adds. “But first we need to build the foundations.”
Long-term ambitions With the backing of Midea Group’s global scale and research and development capability – including thousands of engineers across the business – Mr Correia believes Teka now has the resources to grow sustainably in the UK. “The UK is a very cosmopolitan market and open to new brands,” he highlights. “That makes it an attractive opportunity for us.” While the company is still in the early stages
of its re-entry, the ambition is clear. “We want to be significant in the market,” Mr
Correia explains. “We are here to stay, and we want to be part of the industry’s future.” For retailers considering the brand, he believes the opportunity lies in offering consumers another credible option. “It’s about giving retailers another credible choice,” he says. “With the backing of Midea Group, strong innovation and a full kitchen portfolio, we believe Teka can offer real opportunities for partners.” Mr Correia concludes: “If you want to bet on the future, we are here.”
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