Whirlpool Repositions as a Premium Brand

Whirlpool UK Appliances Ltd. announced a repositioning of the Whirlpool brand with a dramatic relaunch of its new premium range of appliances at a venue in London’s Design Quarter in Clerkenwell Green.

Since the acquisition of the Indesit Company Spa, Whirlpool UK Appliances Ltd. has repositioned the Whirlpool brand in the premium market sector, to ensure the group’s portfolio is well-positioned, with a range of exciting brands to reflect the variety of market sectors providing choice for both the retailer and consumer.

Whirlpool brand is renowned for cutting edge design, superior performance, and intuitive technology, and believes in change for the better. Whirlpool is reigniting its brand profile with a launch of its new product range, offering a strong warranty of two years labour and ten years parts as standard across the whole product portfolio1.

The new marketing strategy will include advertising across a multi-media platform set to begin in the autumn, and a key part of the company’s new approach involves greater support of independents, and all their trade partners, with significant investment in instore display and training.

Fiona Hope, Marketing Director, Whirlpool, says: “The spirit of the Whirlpool brand, which focuses on performance excellence, technology and innovation, will continue to create intuitive, purposeful technology that senses your needs and helps to free up your time for what really matters. Whirlpool UK Appliances Ltd. offers a variety of complementary brands and products in our portfolio to service the UK and Ireland, generating many opportunities for all our trade partners and consumers alike.

“Whirlpool’s 6th Sense® technology has been with us for decades, and is continually evolving to enrich the lifestyles of our consumers. The newest developments, that have resulted in the introduction of our 6th Sense Live® connected appliances, ensure that Whirlpool is now well and truly at the forefront of the market, and the new premium brand positioning is exactly where Whirlpool belongs.”

For more information on the new Whirlpool portfolio, displays and training opportunities, contact your account manager, or visit the website at www.whirlpool.co.uk


Image captions:

1. The new Whirlpool premium product range offers cutting edge design, superior performance, and intuitive technology

2. Whirlpool logo

Note for editors:

1 There is currently a special warranty promotion, offering five years labour and ten years parts on selected products from the new range, running until November 2016

The Whirlpool brand is part of Whirlpool UK Appliances Limited. Superior performance, intuitive technology, and cutting-edge design are the key pillars of the Whirlpool brand, achieving industry and consumer recognition for its collection of intelligent 6th Sense appliance technology.

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. Whirlpool UK Appliances Limited is the only white goods manufacturer in the UK to operate its own independent service and logistics operations.

Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances: http://www.registermyappliance.org.uk/

About Whirlpool Corporation: Whirlpool Corporation is the number one major appliance manufacturer in the world, with approximately $20 billion in annual sales, 100,000 employees and 70 manufacturing and technology research centers throughout the world in 2014. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit and other major brand names in more than 170 countries. In Europe, Middle East and Africa (EMEA) it has approximately 24,000 employees, a sales presence in more than 30 countries and manufacturing sites in eight countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s European Operations Centers are located in Comerio (VA), Italy. Additional information about the company can be found at WhirlpoolCorp.com. or following us on twitter @WhirlpoolCorp

For further press information and images please contact:

Jacqueline at jmm PR

Tel: 01536 414555

Email: Jacqueline@jmmpr.co.uk

23rd August 2016



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