Who owns Leader?
Leader, a home-care brand, is owned by Haier (China, SSE: 600690).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Haier Smart Home — Annual Report 2025, Haier Smart Home Co., Ltd. Last checked .
Key facts
- Current owner
- Haier Smart Home Co., Ltd. reported
- Owner HQ
- 🇨🇳 China, Qingdao
- Origin
- 🇨🇳 China
- Category
- Home care › Household goods & storage › Kitchenware & small appliances
- Parent ticker
- SSE: 600690 HKEX: 6690 FWB: 690D
- Last verified
- · 1 sources
About Leader
Leader is Haier Smart Home's value brand in China, aimed at younger consumers and built on user co-creation and social marketing. Its best-selling Lazy Wash triple-drum washing machine grew into a full product line, and the company reports that Leader's revenue passed RMB10 billion for the first time in 2025, a 30 per cent increase on the previous year.
Ownership timeline of Leader
Where Leader sits in Haier
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Haier ownership tree →
See the full Haier brand portfolio (7) →
Other brands owned by Haier
Haier controls 7 brands on Brandtree, 7 of them in home care.
Also in home care
Other brands in kitchenware & small appliances, and who owns them
The 105 brands in kitchenware & small appliances on Brandtree belong to 36 owners. The largest is Arçelik, with 13; Haier has 7.
| Brand | Owner | Owner based in |
|---|---|---|
| Arçelik | Arçelik | 🇹🇷 Turkey |
| COLMO | Midea | 🇨🇳 China |
| All-Clad | Groupe SEB | 🇫🇷 France |
| Balay | BSH | 🇩🇪 Germany |
| Hamilton Beach | Hamilton Beach Brands | 🇺🇸 United States |
| Amica | Amica | 🇵🇱 Poland |
| Baratza | Breville Group | 🇦🇺 Australia |
| AEG | Electrolux | 🇸🇪 Sweden |
Every brand in kitchenware & small appliances and its owner →
About the owner: Haier
Haier is a publicly listed company headquartered in Qingdao, China, founded in 1984. Brandtree records 7 brands under its control, and it is listed as SSE: 600690, HKEX: 6690 and FWB: 690D.
Haier Smart Home is the listed Chinese appliance maker formerly called Qingdao Haier, founded in 1984 and quoted in Shanghai, Hong Kong and Frankfurt. It says Euromonitor has ranked it first in the world by major appliance brand retail volume for 17 consecutive years. It runs seven global brands — Haier, Casarte, Leader, GE Appliances, Candy, Fisher & Paykel and AQUA — built largely through acquisitions: GE Appliances in 2016, Fisher & Paykel in 2018, Candy in 2019, and Carrier Commercial Refrigeration and the South African water heater maker Kwikot in 2024.
🇨🇳 Leader and other Chinese brands
Brandtree records a controlling owner for 339 brands that began in China. 39 of them (12%) are now controlled by a company headquartered in another country; Leader is not one of them.
Frequently asked questions
Who is the parent company of Leader?
The parent company of Leader is Haier, a publicly listed company headquartered in China.
Is Leader Chinese?
Yes. Leader originated in China and its owner, Haier, is also headquartered in China.
Is Leader still owned by Haier?
Yes. As of 16 September 2026, Leader is still owned by Haier. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Haier Smart Home — Annual Report 2025 — Haier Smart Home Co., Ltd., Annual report; retrieved 16 September 2026.
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