Whirlpool UK Appliances Ltd. has announced a repositioning of the Whirlpool brand as its new premium range of appliances.
Since the acquisition of the Indesit Company Spa, Whirlpool UK Appliances Ltd. has been working to reposition the Whirlpool brand in the premium market sector. The acquisition led to the group being somewhat ‘middle-market heavy’ as there was some similarity across products in the Whirlpool and Hotpoint camps. This, together with improvements and repositioning of the Indesit brand itself seems to have caused some confusion of brand positioning within the portfolio.
The Whirlpool brand is renowned for cutting edge design, superior performance, and intuitive technology, and believes in change for the better. So, 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 portfolio.
The new marketing strategy will include advertising across a multi-media platform set to begin in the autumn. Significantly, a key part of the company’s new approach involves greater support of independents, and all their trade partners, with a substantial investment in instore display and training.
Fiona Hope, marketing director at Whirlpool, said: “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.”
(All trademarks acknowledged.)
Note for editors:
About Whirlpool brand:
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.
About Whirlpool Corporation: Whirlpool Corporation (NYSE: WHR), is the number one major appliance manufacturer in the world, with approximately $21 billion in annual sales, 97,000 employees and 70 manufacturing and technology research centers in 2015. 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. With more than 24,000 employees, a market presence in more than 30 countries throughout Europe, the Middle East and Africa, and manufacturing sites in eight countries, Whirlpool Europe, Middle East & Africa (EMEA) is a fully owned subsidiary of Whirlpool Corporation. Its European Operating Center is located in Comerio, Italy. Additional information about the company can be found at WhirlpoolCorp.com, or find us on Twitter at @WhirlpoolCorp.
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