A Fisher & Paykel, East Tamaki, New Zealand, strategic partnership with Chinese appliance manufacturer Haier, Qingdao, Shandong province, China, created in response to the global recession’s continued impact on market conditions in May, 2009, when Haier purchased a 20-percent stake in the New Zealand company, is expected to fully extend its global reach, say the companies, while providing cost, production, and research and development benefits.

The agreement brings Haier exclusive rights to market and distribute the Fisher & Paykel brand in China with Fisher & Paykel having exclusive rights to sell Haier’s products in New Zealand and Australia. This new relationship will not effect any sales arrangement in the North American market.

Haier launched the Fisher & Paykel brand in China at the International Consumer Electronics Show (SINOCES) held July 9-12.

Fisher & Paykel and Haier have additionally agreed to a cooperation arrangement where they will share market resources, develop products, and coordinate manufacturing facilities as a means to reduce production and procurement costs. Haier manufactures refrigerators and freezers, water heaters, washers, and dishwashers, in addition to its line of consumer electronics products.

“This partnership gives us a unique opportunity to fully globalize Fisher & Paykel Appliances and really drive our global expansion into parts of the world that had been previously been very difficult for us to penetrate,” says Mike Goadby, North American president for Fisher & Paykel Appliances. “Our companies will work together toward remaining global leaders in the development, production, and marketing of innovative home appliances.”

Fisher & Paykel also recently appointed two Haier executives to its board.

Haier estimates that the size of the high-end appliances market in China is at 2.2 to 2.4 million units sold annually.