Profile: Whirlpool Corporation (WHR)

Whirlpool Corporation (Whirlpool), incorporated in 1955, is a manufacturer and marketer of home appliances. Whirlpool manufactures products in 12 countries under 13 principal brand names and markets products worldwide. The Company manufactures and markets a range of appliances and related products, primarily for home use. Its principal products include laundry appliances, refrigerators, cooking appliances, dishwashers and mixers and other small household appliances. Whirlpool also produces hermetic compressors for refrigeration systems.

In the United States, the Company markets and distributes products under the Whirlpool, Maytag, KitchenAid, Jenn-Air, Roper, Estate, Admiral, Magic Chef, Amana and Inglis brand names primarily to retailers, distributors and builders. In Canada, it markets and distributes home appliances under the Inglis, Admiral, Whirlpool, Maytag, Jenn-Air, Magic Chef, Amana, Roper, Estat, and KitchenAid brand names. In Mexico, the Company markets and distributes home appliances under the Whirlpool, Maytag, Acros, KitchenAid and Supermatic brand names.

Whirlpool sells some products to other manufacturers, distributors and retailers for resale in North America under those manufacturers and retailers brand names. The Company has manufacturing facilities in the United States and Mexico. Whirlpool is a supplier to Sears of laundry, refrigerator, dishwasher and trash compactor home appliances. Sears markets some of the products that the Company supplies to them under its Kenmore brand name. Sears is also an outlet for its Whirlpool, Maytag, KitchenAid, Jenn-Air and Amana brand products.

In Europe, the Company markets and distributes its home appliances under the Whirlpool, Maytag, Amana, Bauknecht, Ignis, Laden and Polar brand names, and portable appliances under the KitchenAid brand name. In addition to its operations in Western Europe, Whirlpool has sales subsidiaries in Russia, Ukraine, Hungary, Poland, the Czech Republic, Slovakia, Greece, Romania, Bulgaria, Latvia, Estonia, Lithuania, Croatia, Morocco and Turkey, with representative offices in Ukraine, Kazakhstan, Slovenia, Serbia and Montenegro. Whirlpool markets a line of products under the Whirlpool, KIC and Ignis brand names in South Africa. Whirlpool’s European operations also sell products carrying the Whirlpool, Bauknecht and Ignis brand names to distributors and dealers in Africa and the Middle East.

Whirlpool has manufacturing facilities in France, Germany, Italy, Poland, Slovakia, South Africa, and Sweden. In Latin America, the Company markets and distributes its home appliances under the Whirlpool, Maytag, KitchenAid, Brastemp, Consul and Eslabon de Lujo brand names. It manages appliance sales and distribution in Brazil, Argentina, Chile and Peru through its Brazilian subsidiary, and in Bolivia, Paraguay, and Uruguay through its distributors. The Company manages appliance sales and distribution in Central American countries, the Caribbean, Venezuela, Colombia, Guatemala and Ecuador through its Brazilian subsidiary and through distributors. In Latin America, Whirlpool has manufacturing facilities in Brazil.

In Asia, the Company has organized the marketing and distribution of its home appliances into five operating groups: China, which includes mainland China; Hong Kong and Taiwan; India, which includes Bangladesh, Sri Lanka, Nepal, and Pakistan; Oceania, which includes Australia, New Zealand, and Pacific Islands, and Southeast Asia, which includes Thailand, Singapore, Malaysia, Indonesia, Vietnam, the Philippines, Korea and Japan. It markets and sells its products in Asia under the Whirlpool, Maytag, KitchenAid, Amana and Jenn-Air brand names by a combination of direct sales to appliance retailers and chain stores and through distributors to a network of retail stores. In Asia, Whirlpool has manufacturing facilities in China and India.

The Company competes with Electrolux, GE, Kenmore, LG, Bosch Siemens, Samsung, Fisher & Paykel and Haier.