Whirlpool Corporation

Whirlpool Corporation

File:Whirlpool logo.svg Whirlpool logo
Company type	Public
Industry	Home appliances
Founded	November 11, 1911 (1911-11-11) in Benton Harbor, Michigan, United States
Founder	Louis Upton, Emory Upton, Lowell Bassford
Headquarters	Benton Charter Township, Michigan , United States
Area served	Worldwide
Products	Home appliances (washing machines, dryers, refrigerators, microwaves, air conditioners, cooking appliances)
Number of employees	59,000 (2023)
Website	www.whirlpoolcorp.com

Whirlpool Corporation is a global American manufacturer and marketer specializing in home appliances, with its headquarters located in Benton Charter Township, Michigan, USA. In 2023, this Fortune 500 company reported nearly $19 billion in yearly revenue, employed close to 59,000 individuals, and managed more than 55 manufacturing plants and technology research centers internationally.

The company's leading brand, Whirlpool, is sold alongside several prominent names such as Maytag, KitchenAid, JennAir, Amana, Gladiator GarageWorks, Inglis, Estate, Brastemp, Bauknecht, and Consul.

Within the United States, Whirlpool operates eleven production facilities that collectively employ about 15,000 workers, highlighting its substantial manufacturing presence domestically.

Origins and initial clientele

On November 11, 1911, Louis Upton (1886–1952), who was working as an insurance salesman, partnered with his uncle Emory Upton, owner of a machine shop, to establish the Upton Machine Company. After securing a patent for a manual clothes washer, Louis aimed to integrate an electric motor with Emory’s assistance. With a $5,000 capital injection from retail executive Lowell Bassford, they started producing electric motor-driven wringer washers. Louis's younger brother Fred joined the venture shortly thereafter.

The company's first major client was the Federal Electric division of Commonwealth Edison, which initially purchased 100 units but considered returning them due to a defect in the gear transmission. Following repairs and a product recall, Federal Electric doubled their order and remained a customer for three years before developing their own washers. This setback led Upton to diversify its offerings until landing Sears, Roebuck & Co. as a customer in 1916. Sears retailed two models of Upton washers under the "Allen" brand at prices of $54.75 and $95 respectively. Demand increased swiftly, and by 1921 Sears designated Upton as its exclusive washer supplier. To reduce dependence on Sears, Upton introduced washers under its own name.

Growing sales prompted a 1929 merger with Nineteen Hundred Washer Company based in Binghamton, New York, creating the Nineteen Hundred Corporation. The company endured the Great Depression effectively and converted its factories to produce military equipment during World War II. In 1947, it launched an automatic spinner washer marketed by Sears under the "Kenmore" label; one year later it introduced washers bearing its own "Whirlpool" brand. Louis Upton stepped down as president in 1949 and was succeeded by Elisha "Bud" Gray II.

Meeting the surge in post-war consumer demand, the firm expanded its home laundry range to include wringer and automatic washers, dryers, and irons. In 1949, Nineteen Hundred Corporation was renamed Whirlpool Corporation. The Whirlpool Foundation was created in 1951 to support charitable initiatives.

1950s through 1980s: Initial acquisitions

In an effort to broaden its product offerings and strengthen market position, Whirlpool acquired Seeger Refrigerator Company along with RCA’s air conditioner and cooking range divisions in 1955. This led to rebranding as Whirlpool-Seeger Corporation while adopting the RCA-Whirlpool brand name. That same year, it also purchased International Harvester Company's refrigeration plant located in Evansville, Indiana. In 1956, Whirlpool inaugurated a sprawling 100-acre administrative complex in Benton Harbor, Michigan. The following year saw the debut of the RCA Whirlpool Miracle Kitchen showcased on television to an estimated audience of 15 million viewers. Under president Robert Elton Brooker’s leadership, the company reverted to the Whirlpool name and gained international recognition at the 1959 American National Exhibition in Moscow where its kitchen was central to the famous Kitchen Debate between U.S. Vice President Richard Nixon and Soviet Premier Nikita Khrushchev.

By 1966, Whirlpool discontinued use of the RCA name entirely and established itself solely under the Whirlpool brand while launching a round-the-clock customer service helpline. That year also marked entry into electronics through acquisition of Warwick Electronics—a key television manufacturer for Sears—including ownership of Thomas Organ Company division. However, by 1976 Whirlpool exited the television business by selling this segment to Japan's Sanyo Electronic Co., retaining only the organ division for electronic technology applications. By 1978 annual revenues had exceeded $2 billion.

In 1986 Whirlpool expanded its portfolio by acquiring KitchenAid from Hobart Corporation. Simultaneously, it announced plans to shut down most manufacturing operations in St. Joseph, Michigan by 1988 as part of restructuring efforts aimed at boosting financial results and competitiveness.

1980s to 2000s: Global Expansion

Whirlpool began its international growth in 1987 by introducing compact washers to the Indian market and acquiring a controlling interest in Canada's Inglis. The following year, it acquired 53% of Philips' large-appliance division, creating Whirlpool International and becoming the leading major appliance manufacturer globally with annual sales reaching $6 billion. By 1991, Whirlpool secured full ownership by purchasing the remaining 47% stake from Philips. Additionally, in 1989, the company expanded its brand portfolio by acquiring Roper and Germany’s Bauknecht.

In India, Whirlpool entered through a joint venture with the TVS Group and established a washing machine manufacturing facility in Puducherry. Its 1995 acquisition of Kelvinator India Limited marked its foray into refrigerators. The consolidation of Kelvinator India and the TVS joint venture in 1996 led to the formation of Whirlpool of India Limited, broadening its product range to include washing machines, refrigerators, microwaves, and air conditioners, with headquarters located in Gurgaon and three production plants.

In South America, Whirlpool strengthened its position by acquiring a majority stake in compressor manufacturer Embraco in Brazil in 1997. This was followed by the purchase of appliance maker Multibrás, owner of Brastemp and Consul brands, in 2000. The Canadian subsidiary Inglis Ltd. was rebranded as Whirlpool Canada in 2001 while retaining the Inglis name.

2000s to present: Expansion and Consolidation

By 2004, Whirlpool's revenues exceeded $13 billion. The acquisition of Maytag Corporation in 2006 significantly expanded its brand portfolio to include Maytag, Jenn-Air, Amana, Jade, Magic Chef, Admiral, Hoover, and Dixie-Narco. Subsequently, Whirlpool divested Dixie-Narco to Crane Co. and sold Amana Commercial to AGA.

In 2007, Hoover was sold to Techtronic Industries while Jade Appliances went to Middleby Corporation. During this period, several U.S. manufacturing plants were closed, leading to substantial job reductions. After acquiring WC Woods out of bankruptcy in 2009, Whirlpool closed its Evansville facility.

Marking its 100th anniversary in 2011, Whirlpool refreshed its corporate logo and acquired the Privileg brand from Otto GmbH. That same year saw the shutdown of the Fort Smith plant. In 2012, a $200 million manufacturing plant was inaugurated in Cleveland, Tennessee to produce high-end cooking appliances, creating approximately 130 new jobs.

To strengthen its foothold in China, Whirlpool purchased a 51% stake in Hefei Royalstar Sanyo for $552 million in 2013. In 2014, it acquired a controlling 60% interest in Italian competitor Indesit for €758 million ($1 billion), eventually obtaining full ownership and removing Indesit from the Milan Stock Exchange.

Facing restructuring pressures by 2018, Whirlpool announced workforce reductions and plant closures throughout Europe, including the Amiens dryer factory—a development that became a focal point during France’s 2017 presidential campaign.

In October 2017, Whirlpool concluded its century-long collaboration with Sears Holding Corp., although it continues manufacturing Kenmore appliances for Sears. In March 2020, the company launched a new Factory Distribution Center located in Tulsa, Oklahoma.

Most recently, in November 2022, Whirlpool expanded its product offerings by acquiring InSinkErator, a Wisconsin-based manufacturer specializing in garbage disposals.

2024 Consolidation with Arçelik A.Ş.

On April 2, 2024, Whirlpool completed a merger with Arçelik A.Ş., resulting in the formation of Beko Europe B.V., a leading European appliance manufacturer employing more than 20,000 individuals and boasting an annual production output near 24 million units. This merger unified the European appliance divisions of both companies, including the Hotpoint and Indesit brands, with Arçelik acquiring a 75% ownership share and Whirlpool holding the remaining 25%. The UK Competition and Markets Authority granted approval after evaluating the transaction’s potential effects on market competition.

This alliance is designed to drive business expansion by integrating manufacturing capabilities, distribution channels, and product development pipelines to capture greater market presence across Europe.

Following a decline in market capitalization—from $14.2 billion at the close of 2021 to below $6 billion by March 2024—Whirlpool was removed from the S&P 500 index on March 18, 2024, replaced by Supermicro.

Carbon footprint

For the fiscal year ending December 31, 2020, Whirlpool Corporation reported combined direct and indirect CO2e emissions totaling 663 kilotonnes, marking a 3.1% decrease compared to the previous year. The company has pledged to reach net zero carbon emissions by 2030 as part of its environmental sustainability commitments.

Annual Total CO2e Emissions for Whirlpool Corporation - Location-Based Scope 1 + Scope 2 (kilotonnes)

Dec 31, 2015	Dec 31, 2016	Dec 31, 2017	Dec 31, 2018	Dec 31, 2019	Dec 31, 2020
871	833	809	754	684	663

NASA collaboration

In 1962, Whirlpool’s research division secured a contract from NASA to design the food and waste management system for Project Gemini. Subsequently, in 1968, under contract for the Apollo program, the company developed freeze-dried ice cream. More recently, in 2021, Whirlpool partnered with Johnson Space Center, Purdue University, and Air Squared to engineer a refrigerator suitable for zero-gravity environments aimed at long-duration food preservation during deep space missions. This project supports NASA's Advanced Exploration Systems Logistics Reduction and Repurposing initiative.

Tumble dryer fire controversy

Whirlpool encountered substantial criticism in the UK regarding its response to defective tumble dryers connected to fatal fires. In October 2014, two deaths in North Wales were attributed “on the balance of probabilities” to an electrical malfunction within a Whirlpool dryer. The coroner reproached Whirlpool’s defensive approach, which impeded efforts to prevent further incidents.

Safety alerts issued in 2015 covered multiple brands—including Hotpoint, Indesit, Creda, Swan, and Proline—warning of fire hazards caused by lint accumulation coming into contact with heating elements. Approximately 5.3 million such dryers were sold in the UK between 2004 and 2015. Despite confirmed fire incidents, Whirlpool initially maintained that continued use was safe if machines were not left unattended and declined to initiate a full recall; instead, it offered repairs or replacements at a £99 fee—a stance widely condemned by consumer advocates.

In August 2016, a fire triggered by a defective Indesit dryer forced evacuation at Shepherds Court in London. Whirlpool continued advising against recalling products outright but recommended users avoid leaving dryers unattended. Both the London Fire Brigade and consumer organizations called for immediate recalls due to unpredictable fire risks associated with unattended operation.

Political pressure intensified when MP Andy Slaughter disclosed records of around 750 fires linked to Whirlpool dryers from 2004 through 2015 and criticized governmental inertia amid industry lobbying efforts. Following investigations into the Shepherds Bush blaze, demands grew for Whirlpool and regulators to strengthen public safety protocols.

By late 2016, consumer minister Margot James underscored that customer safety must be prioritized and urged Whirlpool to enhance its efforts in repairing or replacing hazardous units. In December of that year, consumer group Which? launched judicial review proceedings against Peterborough Trading Standards—the local authority overseeing the case due to Whirlpool’s UK headquarters location—criticizing insufficient enforcement of product safety regulations.

Leon Livermore, CEO of the Chartered Trading Standards Institute, advocated for a comprehensive recall but acknowledged that local authorities faced challenges managing such a widespread issue. Peterborough Council announced an independent inquiry expecting full cooperation from Whirlpool.

In February 2017, following an internal assessment, Peterborough Trading Standards issued enforcement notices requiring Whirlpool to revise its guidance—now instructing consumers to unplug defective dryers—and disseminate this information via national media outlets and retailers. Although Whirlpool initially appealed these notices, it ultimately complied after its appeal was denied.

In April 2018, BBC One’s consumer program Watchdog (TV programme) reported ongoing fires involving modified dryers and identified newer models exhibiting similar defects; Whirlpool declined to comment on these claims.

On December 17, 2019, Whirlpool expanded its recall by announcing that over half a million Hotpoint- and Indesit-branded washing machines were susceptible to overheating and fire hazards due to faults in heating components.

This controversy severely damaged Whirlpool’s reputation within the UK market and underscored significant challenges related to product safety oversight and regulatory adherence across its global operations.

Specialty Labels

• Admiral appliances are exclusively retailed through The Home Depot. Previously, this brand was available at Montgomery Ward until the year 2001.
• Top-loading washing machines bearing the Crosley name are produced specifically for Crosley Appliances.
• The Falabella brand caters to consumers within the South American region.
• FSP stands for Factory Specification Parts.
• Appliances branded as IKEA were manufactured to meet the specifications of IKEA.
• Products under the Kenmore label were created for Sears, commonly recognized by model numbers beginning with 110, 665, 880, or 106.