White goods leader in Europe Whirlpool

WHITE GOODS LEADER IN EUROPE

Founded in 1911, the USA headquartered Whirlpool Corporation has deeply influenced home and family life during the Past century. Driven by the belief that everyone needs a comfortable place to call home, the company has a 100 year history of creating innovative ways of cooking, cleaning, refrigerating and storing, to improve lives.

Currently recognised as the world’s leading manufacturer and marketer of major home and appliances, with annual sales of nearly $18.5 billion in 2010, 71,000 employees and 67 manufacturing and technology research centres around the world, the company markets brands like Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Consul and Bauknecht. With its European

For 100 years, the maintaining of both character and integrity have made Whirlpool a unique case worldwide. The key to the company’s global success is its team of people united by strong values such as integrity, diversity, teamwork and a winning spirit.

headquarters in Varese, Italy, Whirlpool now ranks as the third largest appliance producer in Europe, and its own brand is number one across the region. Its products include tumble dryers, front-loader and top-loader washers, built-in hobs, built-in ovens, built-in and free-standing dishwashers, free-standing cookers, built-in and free-standing microwave ovens, built-in steamers built-in and free-standing refrigerators and freezers.

Through a combination of organic growth and strategic acquisitions during the Past century, Whirlpool Corporation has expanded globally and has built a legacy of sound financial performance, employee empowerment, consumerdriven innovation and social corporate responsibility that includes a commitment to sustainability and the environment, while improving both home and family life.

Major acquisition

In 1991 Whirlpool made a major strategic move with the acquisition of Bauknecht, a German company based in Stuttgart and founded by Gottlob Bauknecht in 1919. The Bauknecht brand belongs to the Brand Portfolio of Whirlpool Corporation and is sold mainly in Germany and Switzerland, Belgium, the Netherlands and Denmark. The brand reflects over 90 years of experience purely focused on the appliance industry and is strongly associated with ‘Made in Germany’.

In Schorndorf Bauknecht manufactures high-end, large-size front-loading washing machines and exports 95 per cent of its production to the USA. In Neunkirchen Bauknecht manufactures high-end built-in dishwashers.

Commitment to innovation and sustainability

As outlined during a conference held in Milan in March 2011 to celebrate 100 years of history, innovation, sustainability and diversity are three essential elements included in the Group’s business model. With an investment in innovation of about $600 million globally, a taskforce of 1500 Innovation mentors (including 200 based in Europe) and its

constant search for new ideas, Whirlpool is committed to continuing to be successful in these three key areas in the future.

The Global Consumer Design Studio located in Cassinetta di Biandronno near Milan (Italy) is now the only European centre of excellence, where designers, ergonomists, anthropologists, sociologists and psychologists translate society’s current trends to invent the concepts of tomorrow, and provide the market with innovations that bring real benefits to everyday consumers. Thanks to the work of these designers, in the past decade factories have produced appliances able to use up to 50 per cent less energy and less water than before. Washing machines with a ‘sixth sense,’ for example, can automatically adjust the amount of water and energy needed during the wash cycle. In addition, electricity savings of up to 70 per cent can be reached in the case of the ‘green generation’ washing machines, which use water heated by solar panels.

As testimony to its global achievements, Whirlpool Corporation has recently been awarded multiple international prizes for its unique sense of social responsibility and its commitment to diversity and inclusion. According to ‘Fortune’, it ranks among the ‘most admired in the world’, next to brands like 3M, Apple, GE, Google, IBM, Nestlé, Procter & Gamble, Wal-Mart and Walt Disney. Whirlpool Corporation is also listed 85th among the ‘100 best corporate citizens’ by ‘Corporate Responsibility’, for its continuous commitment to publicly available data, the environment and sustainability. Finally, Whirlpool is ranked 49th by ‘Diversity Inc’, for its worldwide recognised commitment to diversity and inclusion at all levels of its organisation. n