whirlpool reveals plans for global expansion - home appliance manufacturer
Whirlpool is already the world's largest home appliance company with well-known brands such as KitchenAid, Maytag, Amana and Jenn
Now, a major expansion in Europe has made some of the best --
Favorite brands in Italy, France, Germany and the UK are in the hands of American kitchen and laundry giants.
Last year Whirlpool bought Indesit, Italy's leading home appliance brand, the third
The largest in Europe
Together, they surpassed BSH, the parent company of Bosch and Siemens brands, and became the largest electrical appliance manufacturer in continental Europe.
This is an important achievement.
Although some parts of the euro zone still face economic difficulties, Europe is still the world's largest home appliance market with twice the population of North America.
Major European brands owned by Whirlpool include KitchenAid, Indesit, Bauknecht and Hotpoint (in the U. S.
Hot spot name is owned by GE).
According to Esther Berrozpe Galindo, president of Whirlpool EMEA (
Europe, Middle East and Africa)
Now, the company has to be the number one brand for European cooking, developing the KitchenAid brand outside the USS.
Create the industrial footprint as efficient as possible.
The final goal worried some, and Berrozpe Galindo confirmed that the layoffs had taken place after the Indesit acquisition.
"We are evaluating our footprint," she said . ".
"We believe this is an opportunity to improve the efficiency of our footprint.
"The layoffs started in Italy, where most of Whirlpool and Indesit's operations in Europe were carried out.
According to Berrozpe Galindo, the company "managed to reach an agreement that minimizes social impact," she said.
While Whirlpool is seeking efficiency, it continues to grow.
After all, a company with an annual income of $20 billion still needs to reduce the risk of a regional slowdown and seek growth in emerging markets.
This is another reason why Whirlpool competes in more than 170 countries in 70 R & D and manufacturing centers around the world.
Whirlpool, for example, has become China's leading Western home appliance manufacturer after acquiring China's ocean three in early 2014.
Now, it sells products under the brands of Sanyo, Rongshida, Royal Star and Diqua.
But as China's economy slows, Whirlpool's regional brands are still popular around the world. Amana, Jenn-
Both Air and Maytag compete in North America.
Brazilian consul, French scholar and bin Laden.
Polish consumers can buy Polar refrigerators, and Italian consumers can buy Ignis washing machines. In the U. K.
Whirlpool has a high
End range maker Cannon is also in talks to acquire AGA, a UK-based manufacturer.
Of course, as Whirlpool learned after acquiring Maytag in 2005, having multiple brands may have its drawbacks.
It took almost 10 years for the parent company to distinguish between KitchenAid, Jenn-
Air and Maytag are independent brands of different identities.
However, the European companies that Whirlpool has acquired have many years of brand assets, which helps.
Now Whirlpool needs to make sure customers see the difference between many of its brands while hiding any integration behind the scenes.