Europe remains a priority market for Homa - and a vital source of insight, inspiration and long-term partnerships.
The latest NIQ outlook confirms that European consumers are looking for more than new technology. Energy efficiency, reliability, convenience and meaningful innovation will continue to shape purchasing decisions in 2026. For Homa, understanding how these expectations are evolving requires more than data. It requires proximity: being present where customers, retailers, designers and consumers reveal what is changing in the way people live, shop, store and care for food.
From 4 to 8 September, the official IFA Berlin 2026 programme will once again bring together professionals, innovators, retailers, media and consumers from across the global home and consumer technology ecosystem. Homa will be present with a significant senior delegation including members of our commercial organisation, global R&D team and Board. Our purpose is clear: to meet customers and partners, explore the exhibition, observe emerging technologies and design directions, and listen carefully to the needs of European consumers.
For us, IFA is not simply a showcase. It is a living market laboratory: a place where conversations, behaviours and product experiences create signals. Some confirm existing priorities; others challenge assumptions or reveal opportunities that are not yet visible in conventional reports. Bringing commercial, technical and senior leadership perspectives together allows those signals to be discussed immediately and translated into shared questions for future product development.
In full respect of our role as a pure OEM and ODM partner, Homa will not exhibit with its own stand at IFA 2026. This is a deliberate choice. IFA is both a B2B industry platform and a B2C public event. In that environment, we do not believe it would be appropriate to superimpose Homa's identity on the consumer-facing presence of the brands and retailers we serve.
Our ambition is not to compete for attention with our customers, and we have no intention of becoming their direct competitor. Our role is to help partners shine: developing reliable, differentiated cooling solutions that carry their identities into the market. As Federico Rebaudo has written about the visible meaning of hidden industrial champions, an OEM can make its value easier to understand without occupying the consumer-brand space. At IFA, our visibility will therefore be expressed through presence, dialogue, expertise and relationships - not through a competing brand stage.
Homa's culture is built around three closely connected pillars: Care, Design and Food Preservation. They are not separate themes added at the end of the development process. Together, they shape how we understand refrigeration, how we work with our partners and how we define meaningful innovation.
| Care comes first. It means taking the time to understand our customers' ambitions, the identity of their brands and the everyday needs of the people who will ultimately use our products. It also means building relationships based on trust, responsibility and long-term value - taking care of our partners' dreams as carefully as we take care of food. |
Although Homa is not a consumer-facing brand, our position offers a distinctive view of the market. Every day we interact with brands, retailers and distributors working across different countries, channels, consumer segments and price positions. By connecting these perspectives, we can identify recurring patterns and understand where expectations are moving. Listening is therefore not only a commercial activity; it is a strategic capability.
A refrigerator is no longer simply a cold box. It plays an active role in domestic routines, food quality and waste reduction. Consumers expect stable temperatures, appropriate humidity, flexible storage and solutions that help different foods remain fresh for longer. They also expect these benefits to be delivered with responsible energy use and reliable performance over time.
For Homa, Food Preservation connects engineering with the care of food, people and the planet. Our development work explores how air circulation, temperature precision, humidity management and adaptable compartments can create storage conditions closer to the needs of different ingredients. The Homa Europe white paper Food Preservation as a Human Value expands this idea: technology becomes meaningful when it improves freshness, simplifies everyday life and helps reduce avoidable waste.
Our scale gives us the ability to make advanced preservation solutions accessible to a broad market through the brands of our partners. But scale alone is not leadership. The real challenge is to combine industrial capability with the sensitivity to understand which technologies matter, when they are mature enough to create value and how they can be integrated into coherent, dependable products. This is also why, as we argue in Why Refrigeration Is No Longer a Technical Industry, the future of cooling must connect engineering with human behaviour, sustainability, food and domestic life.
At Homa, design goes far beyond appearance. It begins with observing how people live and how kitchens, homes and expectations are changing. It considers the organisation of space, the clarity of interfaces, the feel of materials, the accessibility of stored food and the way an appliance fits into both a room and a daily routine.
Design also helps our partners express their own identity. In an OEM and ODM context, differentiation must be useful and authentic: internal layouts, finishes, controls, usability, freshness cues and the overall relationship between product and lifestyle. Homa's design culture was recently recognised through the iF DESIGN AWARD 2026 for Homa Design Magazine, a project that translates Design, Food Preservation and Care into a coherent cultural narrative.
This approach is nurtured by the connection between Homa's global engineering resources and Homa commercial teams. From Homa Studio in Milan, we observe social and aesthetic shifts, interprets market signals and contributes to briefs that can travel across cultures. It reflects a broader industrial reality: industrial strength increasingly depends on organisational learning, cultural relevance and the ability to adapt.
Europe has played a central role in Homa's development and remains a priority market. Homa has been the No.1 refrigerator exporter to the European Union for 16 consecutive years, according to company data. That leadership brings responsibility: to remain close to customers, understand the diversity of European households and respond to the region's expectations around efficiency, sustainability, durability, usability and design.
The dialogue at IFA is part of this commitment. Our commercial colleagues bring the voice of customers and channels; our R&D specialists bring technical knowledge and the ability to turn insight into product solutions; Board members bring a long-term strategic perspective. The same outside-in philosophy guides investments such as Homa Factory No.9, where industrial scale, responsiveness and design thinking are brought together.
IFA's importance comes from the coexistence of business, technology, media and public experience. Independent coverage helps explain the scale and relevance of this exchange: KBBFocus reviewed the appliance innovations and market takeaways from last IFA ; Tom's Guide interviewed IFA CEO Leif Lindner about the event's direction; and Tom's Hardware highlighted the breadth of technology presented on the show floor. The City of Berlin also describes IFA as one of the world's leading trade shows for consumer electronics and home appliances. For Homa, this combination makes IFA an exceptional place to understand not only what the industry is presenting, but how people respond to it.
The strongest innovation rarely begins with a specification. It begins with a question, an observation or a conversation. IFA gives us the opportunity to collect those moments at scale - to compare them, connect them and understand which ones deserve to shape our next steps.
At IFA, we will be there to look, listen, learn and connect - turning market signals into relevant, efficient and dependable cooling solutions for Europe. Because for Homa, the future of cooling starts with Care.
If a meeting has not yet been scheduled, please contact your usual Homa commercial representative to arrange a conversation in Berlin. You can also reach and follow us through our official LinkedIn channels: Guangdong Homa Appliances Co., Ltd, Homa Global and naturally Homa Europe.
Copyright HOMA 2026- Issued By Homa Marketing dept. on August 2026
For further Information and Press Contacts: info@homaeurope.eu
