Hisense Home Appliances
This page provides an independent overview of the Hisense home appliance brand for UK consumers. All information was accurate at the time of writing. Sources are listed at the foot of this page.
What is Hisense and who owns it?
Hisense is a Chinese multinational electronics and home appliance manufacturer headquartered in Qingdao, Shandong province. Founded in 1969 as a state radio factory and rebranded as Hisense in 1993, the company has grown into one of the world’s largest consumer electronics and appliance groups, with over 80,000 employees worldwide and revenues of US$12.169 billion in 2023.
Television sets are Hisense’s primary product globally, and the company has been the largest TV manufacturer in China by market share since 2004. In the first half of 2023, Hisense was the world’s fourth largest TV manufacturer by market share and the second largest by units shipped in 2022. In home appliances, Hisense has grown significantly through its 2018 acquisition of Gorenje, the Slovenian appliance manufacturer that is the fourth largest appliance maker in Europe, adding a substantial European manufacturing and brand infrastructure to its global operations.
In the UK, Hisense operates through Hisense UK Limited, with the Hisense brand covering TVs, fridges, washing machines, dishwashers, and a growing range of built-in kitchen appliances. The ConnectLife smart home platform, shared across Hisense and its associated brands, connects compatible appliances through a single smartphone application.
The origins of Hisense: from Qingdao radio factory to global brand
The Hisense story begins not in a private entrepreneur’s workshop but in the structures of China’s state-planned industrial economy. The company’s origins lie in the Qingdao No. 2 Radio Factory, established in September 1969 in Qingdao, a coastal city in Shandong province with a significant industrial heritage. The factory’s early decades were shaped by the constraints and priorities of the planned economy, producing consumer electronics within the limits of state direction.
The transformation that created the modern Hisense began in the early 1990s, when China’s economic reforms opened domestic markets to competition and allowed state enterprises to restructure. A meeting of the Ministry of Electronics in Beijing had already recognised the need for greater development of civil-use electronics, and the Qingdao factory was merged with other local electronics manufacturers to create a larger enterprise. Radical changes initiated by then-president Zhou Houjian in 1992 led to the emergence of the Hisense Group in 1993 and 1994, with the company formally taking on the Hisense name and identity.
The Hisense Electrical Appliance Share Holding Company was publicly listed on the Shanghai Stock Exchange in April 1997, and increased competition and price wars in the Chinese electronics market during the 1990s, rather than weakening the company, actually accelerated its growth as Hisense absorbed ten failing enterprises by 1998 and built scale across the consumer electronics sector.
Hisense’s growth: from Qingdao to global manufacturer
1969: Qingdao No. 2 Radio Factory established
The state-owned factory that will eventually become Hisense is established in Qingdao, Shandong province, initially producing radio equipment within China’s planned economy.
1993-1994: Hisense brand and group emerge
Following the radical restructuring initiated by Zhou Houjian in 1992, the Hisense Group emerges from the transformation of the Qingdao factory. The company takes on the Hisense name and begins its transition from a state electronics manufacturer to a market-driven consumer brand.
1997: Shanghai Stock Exchange listing
Hisense Electrical Appliance Share Holding Company is publicly listed on the Shanghai Stock Exchange in April 1997, providing the capital base to accelerate growth and international expansion.
2004: China’s largest TV manufacturer
Hisense achieves the position of China’s largest television manufacturer by market share, a position it has maintained continuously since. The company’s television business provides the commercial scale and brand recognition that supports its expansion into international markets including the UK.
2016: UEFA Euro 2016 sponsorship
Hisense becomes a sponsor of UEFA Euro 2016, marking a significant step in the brand’s deliberate strategy of using major sports sponsorship to build awareness in European consumer markets. The UEFA partnership subsequently expands to cover all UEFA National Team Football competitions, with the current deal running to 2026.
2017: Toshiba Visual Solutions acquired
Hisense acquires a 95% controlling stake in Toshiba Visual Solutions for US$113 million, gaining rights to the Toshiba television brand in key markets. The acquisition significantly expands Hisense’s manufacturing capacity and its access to Toshiba’s television technology.
2018: FIFA World Cup 2018 sponsorship
Hisense becomes an official sponsor of the FIFA World Cup, beginning with the 2018 tournament in Russia and continuing through to the 2022 tournament in Qatar. Combined with the UEFA partnership, these sponsorships give Hisense a level of global sports marketing visibility that few Chinese appliance brands had previously achieved.
2018: Gorenje acquired
Hisense becomes the majority shareholder in Gorenje, the Slovenian home appliance manufacturer, acquiring 95.4% of shares. Gorenje is the fourth largest household appliance manufacturer in Europe and brings with it the Gorenje, Asko, Mora, Atag, Pelgrim, Etna, Körting, and Sidex brands, as well as a major European manufacturing base in Velenje, Slovenia. The acquisition gives Hisense a substantial European appliance manufacturing and brand infrastructure for the first time.
Hisense and Gorenje: understanding the European portfolio
The 2018 acquisition of Gorenje was the most strategically significant step in Hisense’s development as a European home appliance brand. Gorenje was founded in 1950 in Velenje, Slovenia by Ivan Atelšek and grew over seven decades into one of Europe’s largest appliance manufacturers, with a production base in Velenje and a portfolio of brands covering different European markets at different price levels.
Under Hisense ownership, Gorenje continues to operate as a distinct brand within the European portfolio, and the Hisense Europe Group now encompasses Hisense, Gorenje, Asko, Atag, Pelgrim, Etna, Körting, Mora, and Upo – all connected through the shared ConnectLife smart home data platform. For UK consumers, the most immediately relevant brands within this portfolio are Hisense itself and Asko, which is positioned as a premium Scandinavian appliance brand in the UK kitchen market.
| Brand | Origin | Market position | Primary strength |
|---|---|---|---|
| Hisense | China | Mid to premium | TVs, fridges, laundry, full range |
| Gorenje | Slovenia | Mid-market | Cooking, laundry, European design |
| Asko | Sweden/Norway | Premium | Built-in dishwashers, laundry, cooking |
What appliances does Hisense make for the UK market?
Fridges and fridge freezers
Hisense’s refrigeration range is one of its strongest product categories in the UK and the area where it has gained the most visible retail presence. The range covers American-style side-by-side and French door models, freestanding fridge freezers, larder fridges, undercounter fridges, and integrated models. Hisense’s American-style fridge freezers have been particularly well received in the UK market, offering competitive specifications at prices below the equivalent models from established premium brands.
Washing machines
Hisense washing machines cover a range of drum capacities and programme options for the UK market. Auto Wash technology automatically determines the optimal cycle duration based on the weight of the laundry load, and Smart Assist allows users to input fabric type, colour, and soil level for the machine to select the appropriate programme automatically. ConnectLife connectivity links compatible washing machines to dryers and to the smartphone app for remote monitoring and smart interaction between appliances.
Dishwashers
Hisense dishwashers are available in freestanding and integrated configurations for the UK market. The range covers standard and slimline widths and includes remote start and monitoring capabilities through the ConnectLife platform on selected models.
Televisions
While not a white goods appliance, television is Hisense’s defining product category globally and the reason for much of the brand’s UK consumer awareness. Hisense TVs are widely stocked across UK retailers from budget to premium screen sizes, with ULED (Ultra LED) technology and OLED ranges sitting alongside more accessible entry-level models. The TV range is the primary driver of the Hisense brand’s rapid growth in UK retail from relative obscurity to mainstream visibility.
Hisense’s key technologies
ConnectLife is the shared smart home platform operated across the Hisense Europe Group, connecting Hisense, Gorenje, Asko, and other brand appliances through a single application. Through ConnectLife, compatible Hisense appliances can communicate with each other – for example, a washing machine can alert a connected dryer when a cycle ends and pass cycle data between the two machines. Remote start, monitoring, and voice control through Amazon Alexa and Google Assistant are also available on connected models.
Auto Wash is a Hisense washing machine feature that uses load weight sensing to automatically calculate and set the optimal cycle duration for the amount of laundry in the drum. This removes the need to manually adjust programme times and reduces water and energy consumption on lighter loads, adapting the cycle to what is actually needed rather than running a full programme regardless of load size.
Smart Assist allows users to input the fabric type, colour, and soil level of a laundry load, with the washing machine then automatically selecting the optimal temperature, cycle time, and water level for the specific combination of inputs provided. The feature reduces the knowledge required to achieve good wash results and minimises the risk of incorrect programme selection for delicate or mixed fabrics.
ULED is Hisense’s proprietary television display enhancement technology, applied to their LCD television range. It combines local dimming, wide colour gamut, and high peak brightness specifications to produce images that approach OLED quality at a lower price point. ULED has been a key differentiator for Hisense in the premium TV market and is one of the primary reasons the brand has been able to grow rapidly in the competitive UK television sector.
Hisense’s sports sponsorship strategy
Hisense has pursued an unusually ambitious sports sponsorship strategy for a brand that was largely unknown to UK consumers a decade ago. Major European and global football partnerships have been the primary vehicle for building awareness in Western consumer markets, supplemented by football club partnerships in individual markets.
Hisense became a UEFA sponsor for Euro 2016 and subsequently expanded its UEFA partnership to cover all National Team Football competitions, with the current deal running until 2026. The brand is also an official FIFA World Cup sponsor, having first appeared at the 2018 tournament in Russia and continuing at the 2022 tournament in Qatar. In the UK specifically, Hisense announced a strategic partnership with Aston Villa Football Club in 2017.
This investment in sports marketing has been deliberate and effective. For a brand entering a market where it has no legacy awareness, association with events that reach tens of millions of viewers creates a shortcut to brand familiarity that would take decades to build through conventional retail distribution alone. The pattern mirrors the approach taken by other Asian brands including Samsung and LG in earlier phases of their European market development.
Buying and servicing Hisense appliances in the UK
Hisense appliances are available through a wide range of UK retailers including major electrical chains, supermarkets, and online platforms, as well as directly through the Hisense UK website at uk.hisense.com. The brand’s competitive pricing and strong retail distribution have made it one of the most visible appliance brands in UK retail over the past five years, particularly in refrigeration.
For repairs and service, Hisense operates a UK support operation through its website, covering warranty and out-of-warranty repairs. Independent national repair companies listed in our national service providers guide also service Hisense appliances. Genuine Hisense spare parts are available through our appliance spare parts section, and Hisense error codes can be looked up in our appliance error codes guide.
If your Hisense appliance is within the manufacturer’s guarantee period, contact Hisense directly as repairs under guarantee are carried out at no charge. For your statutory rights when an appliance develops a fault, see our guide to the Consumer Rights Act and faulty appliances.
Key facts about Hisense
Year Hisense was established as Qingdao No. 2 Radio Factory
Hisense Group revenue in 2023
Hisense employees worldwide
Year Hisense acquired Gorenje, Europe’s 4th largest appliance manufacturer
Own a Hisense appliance that needs attention?
Whether you need to look up a Hisense error code, find a genuine spare part, or understand your repair options, Whitegoods Help has guidance across all major Hisense appliance types.
Frequently asked questions about Hisense home appliances
Where is Hisense from?
Hisense is a Chinese company, headquartered in Qingdao, Shandong province. It originated as the Qingdao No. 2 Radio Factory, established in 1969, and rebranded as Hisense following restructuring in 1993. It is listed on the Shanghai Stock Exchange and has grown into one of China’s largest electronics and appliance manufacturers, with revenues of US$12.169 billion in 2023 and over 80,000 employees worldwide.
Is Hisense related to Gorenje?
Yes. Hisense acquired a 95.4% majority stake in Gorenje, the Slovenian home appliance manufacturer, in 2018. Gorenje is the fourth largest household appliance manufacturer in Europe and owns the Gorenje, Asko, Mora, Atag, Pelgrim, Etna, Körting, and Sidex brands. Both Gorenje and Hisense are now part of the Hisense Europe Group, connected through the shared ConnectLife smart home platform.
Is Hisense a reliable appliance brand?
Hisense has grown rapidly in the UK market, particularly in refrigeration and televisions, and its products are consistently available across major UK retailers, which reflects strong commercial performance and reasonable consumer confidence. As with any brand, individual model reliability varies and checking independent consumer reviews for specific models before purchasing is advisable. Hisense products carry a standard UK manufacturer’s guarantee, and its UK support infrastructure covers both warranty and out-of-warranty repairs.
What is the ConnectLife app?
ConnectLife is the smart home platform shared across the Hisense Europe Group brands, including Hisense, Gorenje, and Asko. It connects compatible appliances to a smartphone application for remote monitoring, remote start, smart appliance-to-appliance communication (for example, a washing machine communicating with a dryer), and personalised usage management. ConnectLife is compatible with Amazon Alexa and Google Assistant for voice control.
Does Hisense make televisions as well as appliances?
Yes. Television is Hisense’s primary product globally and the main driver of the brand’s UK consumer awareness. Hisense has been China’s largest TV manufacturer by market share since 2004 and was the world’s second largest TV manufacturer by units shipped in 2022. The TV range in the UK covers everything from budget models to premium ULED and OLED screens. In 2017, Hisense also acquired a 95% stake in Toshiba Visual Solutions, gaining rights to the Toshiba television brand in key markets.
Where can I get my Hisense appliance repaired in the UK?
For in-warranty Hisense appliances, contact Hisense UK directly as repairs under guarantee are carried out at no charge. For out-of-warranty appliances, Hisense’s own service team can attend at a cost, or independent national repair companies listed in our national service providers guide also service Hisense appliances across all major categories.
Content disclaimer: The information on this page was researched and written in April 2026 and was accurate at the time of publication. Company ownership, product ranges, revenue figures, and market position data are subject to change. Whitegoods Help recommends verifying all current details directly with Hisense before making a purchase or booking a repair.
Sources: Hisense Wikipedia entry (en.wikipedia.org/wiki/Hisense); Gorenje Wikipedia entry (en.wikipedia.org/wiki/Gorenje); Hisense UK website (uk.hisense.com); Google Search results for Hisense UK product range and ConnectLife platform, April 2026. All sources accessed April 2026.