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28th January 2021


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Whirlpool repositions as a premium brand

* Whirlpool-microwaves.jpgWhirlpool UK Appliances has 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 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 10 years' parts as standard across the whole product portfolio.

* Whirlpool-Fusion.jpgThe 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 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:


8th July 2016

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