HALEY Brand Story: Delivering Innovation & Value Worldwide
Entrepreneurial Origins
HALEY Company Profile
Yiwu Haley Brilliant International Trade Co., Ltd. was founded on July 17, 2014, with its headquarters located in Urumqi, “the heart of Asia.” As a professional manufacturer of china home appliance, we specialize in R&D, design, manufacturing, logistics, sales, and service. Our products are exported to Russia and five Central Asian countries. In the same year, we established our own brand “HALEY,” which has grown into one of the best home appliances brands in the global small appliance industry.The company integrates full industrial capabilities and continues expanding through its Yiwu branch, located in the “world capital of small commodities,” strengthening our presence in Southeast Asia, the Middle East, and Africa. In the era of “Internet +,” we further established a subsidiary in Changsha to develop e-commerce channels and enhance global digital trade.
Entrepreneurial Origins
The Journey of HALEY’s Founder
The story of the HALEY brand is rooted in the family entrepreneurial background of its founder, Huang Hui. In the 1980s and 1990s, his parents traveled from Hunan to Xinjiang to run a small home appliance business. Growing up immersed in this environment, Huang Hui came to realize that small home appliances do more than just improve the efficiency of daily life; they also embody a family’s aspirations for warmth, convenience, and happiness. In 2014, he formally took over the family business and established the HALEY brand, integrating his deep emotional connection to family and his insights into the small home appliance industry into the brand’s development.
Under Huang Hui’s leadership, HALEY has remained committed to a market-driven approach, continuously diversifying its product range, enhancing quality, and driving technological innovation. The brand has expanded from its initial presence in Russia and Central Asia to markets across the Middle East, Africa, Europe, Southeast Asia, and Latin America. Moving forward, HALEY will continue to uphold its core philosophy—”Smart, Tech, Warmth, Home”—as it delivers reliable and practical small home appliance products to consumers worldwide.
Remarkable Achievements
Brand Expansion & Global Growth
Since its establishment in 2014, HALEY has steadily expanded from its core markets in Russia and Central Asia into the Middle East, Africa, Europe, Southeast Asia, and Latin America. Today, the brand offers an extensive portfolio of kitchen appliances, household appliances, and personal care products, with thousands of models supplied to more than 80 countries and regions.
As a professional Home appliance factory in China, HALEY continues to strengthen its product development, quality management, supply-chain coordination, logistics, and international service capabilities. The company has established exclusive agency partnerships in multiple countries, working closely with local distributors to develop sustainable sales channels and strengthen long-term brand presence.
Unlike a traditional product-supply model, HALEY smart home appliance manufacturer focuses on joint market development. Based on each partner’s local market conditions, consumer preferences, sales channels, and business goals, our team provides support in product selection, pricing strategy, packaging customization, promotional planning, and after-sales service.
HALEY partners develop their markets through wholesale distribution, retail stores, e-commerce platforms, local exhibitions, and regional dealer networks. To support these activities, HALEY provides product photography, promotional videos, catalogs, social media content, exhibition materials, and customized marketing assets.
Through flexible OEM and ODM services, HALEY also helps importers, distributors, retailers, and appliance brands create products suited to their local markets. Customization options include logos, colors, packaging, functions, voltages, plug types, instruction manuals, and market-specific specifications.
Driven by reliable quality, practical innovation, professional service, and long-term cooperation, HALEY Smart home appliance solution is building a stronger international home appliance network. Our goal is not only to supply competitive products, but also to help global partners establish successful and sustainable businesses in their local markets.
HALEY’s global footprint covering 100+ countries as of 2026.
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