KitchenAid's new Serious About Food Ambassadors cook up a storm! Clare Smyth, Edd Kimber and Grant Pierrus join forces to launch the world's first stand alone KitchenAid Experience Store on Wigmore Street, 1st September 2016

Photography by Fergus Burnett

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KitchenAid Supports Retailers with Bespoke Training Opportunities

KitchenAid, the luxury appliance manufacturer, has introduced bespoke training opportunities to support retailers at its Experience Store, Wigmore Street, London.

The Experience Store is stylishly arranged over two floors, and offers retail partners valuable and bespoke training on the vast array of KitchenAid appliances. The Store features a fully functional demonstration kitchen that ensures trade partners receive the most comprehensive and informed training possible, which is interactive and tailored to their individual preferences.


KitchenAid recognises it is important for retailers to interact with appliances firsthand and receive dedicated training, as this pays dividends to their business. The bespoke training opportunities at the Experience Store provide a distinguished insight into the artisan quality, professional performance and iconic design of KitchenAid appliances, which is essential for the entrepreneurial retailer.

Lee Collett, Channel Controller, Kitchen Studio & KitchenAid Brand, says: “KitchenAid is serious about food and develops appliances together with professional chefs to provide the user with advanced technology, quality and performance that is found in a Michelin-starred professional kitchen. Appliances from KitchenAid are designed to allow the user’s culinary imagination to run free, rather than replace their involvement in the cooking process.

“With each appliance from KitchenAid featuring a plethora of professionally-inspired functions, we place huge importance on offering our retail partners tailored product training. This bespoke experience, at our London Experience Store on Wigmore Street, imparts knowledge, creates understanding  and generates inspiration for the brand.”

To arrange training at the KitchenAid Experience Store, please contact your account manager.

For more information on the range of KitchenAid major domestic appliances, please visit the website at



Image caption:

  1. The KitchenAid Experience Store, 98 Wigmore Street, London W1U 3RN

About KitchenAid:

Since the introduction of its legendary stand mixer in 1919 and its first dishwasher in 1949, KitchenAid has built on the legacy of these icons to create a complete product line – from utensils to appliances large and small that offer professional performance and are designed for the passionate maker. The KitchenAid brand celebrated its 90th anniversary in 2009 and forms part of the Whirlpool Corporation.


About Whirlpool UK Appliances Limited:

Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the global leader in manufacturing and marketing of home appliances. In 2016, Whirlpool Corporation generated annual revenue of $21 billion in annual sales, employs over 93,000 people with 70 centres of manufacturing and technology research worldwide. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht, Scholtès, Hotpoint, Indesit, and other big-name brands in over 170 countries. Whirlpool Corp.’s European Operations Centres are located in Pero (MI), Italy.


Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances:

About Whirlpool Corporation:

Whirlpool Corporation (NYSE:WHR) is the world’s leading major home appliance company, with approximately $21 billion in annual sales, 92,000 employees and 70 manufacturing and technology research centers in 2017. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit, Hotpoint and other major brand names in nearly every country throughout the world.

In Europe, Middle East and Africa (EMEA) it has approximately 22,000 employees, a sales presence in more than 30 countries and manufacturing sites in seven countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s EMEA Headquarters are located in Pero (MI), Italy. Additional information about the company can be found at or find us on LinkedIn,  Twitter and Medium.


For further press information and images please contact:
Lauren at jmm PR

Tel: 01536 414555


24th July 2018



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