Gorenje

Dubai – September 24, 2026 -- Gorenje, the European home appliance brand owned by Hisense Group, has named football star Luka Modrić as its brand ambassador for the Middle East market.

The campaign centers on Gorenje's Life Simplified appliance range

The partnership is built around the tagline "True Greatness Begins at Home," tying Modrić's on-field consistency to Gorenje's push for simpler household routines. The Life Simplified range covers cooking, refrigeration, laundry and dishwashing appliances, combining intuitive controls and smart technology with European design.

Modrić links his performance to stability at home

"My performance on the pitch reflects the stability and support I have at home. Gorenje shares these values by creating an environment that allows me to focus on training, matches, and my family," Modrić said.

Dubai – September 17, 2026 -- Gorenje has launched the G600 dishwasher in the UAE and wider Middle East, an appliance the company says uses 10 percent less energy than the A-class industry standard while delivering full cleaning performance.

Smart Dosing cuts refills to once a month

The G600's Smart Dosing feature lets households fill the detergent container once and run up to 20 wash cycles, roughly a month of use, without refilling. The system automatically dispenses the precise detergent amount for each selected programme, aiming to reduce waste.

An optional UV light targets 99.99 percent of bacteria

An optional UV Light Function claims to eliminate 99.99 percent of bacteria and viruses, even during lower-temperature cycles such as Eco at 55°C. The machine offers six programmes: Eco, Auto, Intensive, Daily, Night, and Hygiene.

Garching – September 09, 2026 -- Appliance maker Gorenje has announced a new partnership with handball player Mathias Gidsel, unveiled at IFA 2026. The deal ties the European home appliance brand to one of the sport's top current athletes.

Gidsel brings a trophy case built on Olympic and World titles

Gidsel is a three-time IHF World Handball Player of the Year, an Olympic champion, and a multiple World Championship winner. Gorenje frames the partnership around a shared belief that peak performance and personal success start at home, rather than focusing solely on his on-court achievements.

Gorenje's management links the deal to its brand mission

Janko Stern, a member of the Hisense Europe Management Board, said Gidsel represents discipline and authenticity, and that Gorenje aims to ease daily routines so people have the freedom to focus on what matters most.

Berlin – September 08, 2026 -- Hisense used IFA 2026 to unveil V AIOS, a new operating system designed to link televisions, mobile devices and home appliances into a single AI-driven ecosystem, while also confirming it will remain an official partner of the UEFA European Championship through 2028.

V AIOS turns household devices into an AI ecosystem

V AIOS builds on Hisense's existing VIDAA OS and ConnectLife platforms, aiming to connect TVs, phones and appliances so they respond to household habits rather than requiring manual control. The system uses edge AI to process data locally, with Hisense emphasizing privacy and transparency in how it handles user information.

Paired with a new AI Companion Suite, the platform can suggest recipes based on ingredients on hand and automatically select matching oven settings, adjust laundry programs for different fabric types, or regulate room climate according to individual preferences.