Tag Archives: whirlpool

Whirlpool appoints president of EMEA region

Appliance giant Whirlpool has announced the appointment of Esther Berrozpe as president of the company’s Europe, Middle East and Africa (EMEA) region and to its Executive Committee. She is currently vice president of European markets for the companys EMEA region and replaced Jose Drummond who will retum to Brazil for personal reasons.

Benozpe became vice president of European markets EMEA in August 2012 and prior to this was vice president of brand and product, North America Region. She joined the company in June 2000 and has held various trade marketing, product and brand leadership roles.

Whirlpool has introduced an integrated washing machine which

Whirlpool has introduced an integrated washing machine which, according to the company, offers 40% savings in energy, water and time. The AWO/CO7T4 features 6th Sense technology and boasts an A++++AB energy rating. It has a 7kg load capacity and a choice of 18 programmes, includinga 50 minute quick wash and a pause function to soak heavily soiled fabrics.

Ideal Standard has launched Concept Blue brassware, designed by Robin Levien, to save water and energy use. According to the company, the tap holds 80% less water when the valve is closed, so reduces the time taken to heat the water by seven seconds. The calculated saving from a Concept Blue basin mixer is £174 per year with payback within nine months.

Whirlpool publishes 2013 brochure

Whirlpool has published its 2012-2013 freestanding appliance brochure featuring washing, drying, dishwashing, cooling and microwave oven product lines. The brochure includes lifestyle imagery and explanations of the new energy labelling system. It is available to download from the company’s website at www.whirlpool.co.uk

Falmec has created a YouTube video to explain the technology used in its E.ion System extraction range. The video demonstrates how ions in the air destroy bacteria, viruses, spores and allergens and how this process is recreated in the E.ion System. It is intended to help simplify the technology and aid retailers in explaining the health and environmental benefits to customers.

Absolute combi fridge freezer from Whirlpool

Whirlpool has introduced a range of combi fridge freezers featuring a modern aesthetic called Absolute. The range comprises four models including the A+++ energy rated WBV33992 NFCIX Green Generation model. This model boasts 6th Sense technology with electronic sensors to monitor and adapt the temperature and humidity, as well as Fresh Control and an Activo compartment.

Caesarstone has extended its Classico worktop colours with Creme Brule, Shitake and Cocoa Fudge décors. The Classico range now consists of 28 colours and joins three other collections within the Caesarstone portfolio. Supremo, Motivo and Concetto also make up the companys offering, with all its products manufactured from up to 93% quartz.

Adding to its Retro refrigeration range, Gorenje has launched a Hery Red finish to its colour options. The Retro refrigerator comes with an energy rating of A+++ and the company’s five-year parts and labour guarantee. It has a net capacity of 281 litres and features a SuperCoo| fast chill option, a Fast-freeze option and a large vegetable crisper.

Size does matter for appliances

Retailer: “Can I interest you in two cleaning appliances that will aid you in your weekly chores and save you time, energy and money?” Consumer: “Absolutely not. l like using an extra 7,000 litres of water a year washing up by hand, paying for the energy to heat the water and I’ll divide my laundry into small piles to create more workloads.”

Likelihood of this answer? Pretty slim. So it`s easy to see why larger capacity dishwashers and laundry appliances, which take up no more room than a standard capacity appliance are becoming increasingly popular and set to take the market by storm. Whirlpool’s product marketing manages; Dean McKelvie comments: “Larger capacity has been avidly developed by all manufacturers over the last three years, and very cleverly within a standard 600mm footprint.”

Setting new standards

While the 6kg washing machine is still holding its throne, taking a 35.2% market share by volume, GfK Hgures show the decline accelerating and is currently at -10%. The sales story is in 7kg and larger capacities, which are picking up fast. ln fact, many industry experts believe that 7kg capacity is the new standard. Whirlpool suggests the 7kg market has displayed a +22.8% volume growth, taking its market share to 30.4% and the 8kg and 9kg markets are also moving positively, with performances of +4.2% and +64.2% respectively. And Beko agrees, reporting its growth in washing machines is coming from larger capacity models with its 9kg models increasing by 85%, 8kg by 18% and 7kg by 45%.

Now enter the dishwasher market; currently displaying a record penetration within the UK of an estimated 37%, according to Beko. Although still less than our European neighbours, who boast a tigure over 50%, the UK seems to finally be catching on. According to GfK fgures, the dishwasher market has shown a 3.7% increase in volume and 4.1% in value. And the capacity for these appliances is increasing too, with up to 17-place settings now available.

Realising the benefits

The positive figures for both dishwashers and washing machines show consumers are cottoning on to the fact that a larger capacity appliance has huge benefits for them. Not only are they time saving, as they can wash more, but they are also energy saving and money saving at the same time.

And Richard Walken sales and marketing director of De Dietrich Kitchen Appliances, says: “Pound for pound, it makes economic sense to purchase a larger capacity machine as consumers can wash more, but less often thus making savings in terms of waten energy and even detergent. For families with young children, a larger capacity machine makes ultimate sense, as more can be washed in less time, thus saving time; another precious commodity.”

Any size household

But a large capacity dishwasher or washing machine isn’t just beneficial for family households. Single-person households can also reap the rewards. Most of the cleaning appliances have half load programmes or are electronically controlled; enabling them to sense the load and make sure only the necessary water or energy is used.

Dean McKelvie of Whirlpool, comments: “The size of the family is not the issue. It is understanding the benefits that a larger capacity machine brings to any size of household. The ability to wash larger loads is an attractive proposition for most, whatever the size of the family. However it is important to remember that the machine will wash as many larger loads as you wish, but it will also wash smaller loads very economically too, where the control process is electronic.”

Performance also matters

But while bigger is clearly betten capacity isn’t the only factor: Washing machines now have everything from handwash and bedding programmes to memory functions. And dishwashers have foldable racks left, right and centre, to make loading large items easier According to Joe Oram, product manager for laundry at Samsung UK and Ireland: “Size plays a key factor when purchasing a new laundry appliance, howeven a consumer’s individual preference for style, function and flexibility, as well as their budget and the space in their home are also important considerations.”

The variety of programmes a washing machine offers is also important to consider Rita Balestrazzi, marketing manager for Baumatic explains: “Whilst consumers are undoubtedly enjoying the availability of larger-sized capacity appliances, they are also discovering the benehts of the more advanced technology that often comes with this kind of appliance. Large load washing machines have a greater range of programmes, which often include more specialist wash options for specific fabrics, such as sportswear and lycra, as well as for fabrics that require a more intensive wash and soak. Such models can provide customised wash options as well as a Memory button, which serves to recall the exact wash conditions from the previous wash cycle. Dishwashers with larger place settings also often provide a greater range of programmes, which include intensive wash options to scrub off hardened food, specialist wash options, as well as rapid wash programmes that can wash dishes in as little as 35 minutes.”

Encouraging trade up

Add energy efficiency to this growing must-have list and it seems the larger capacity appliances are a perfect opportunity to encourage consumers to trade up. It doesn’t take a clued-up consumer to figure out that fewer washes, means less energy and water usage. However; even the most knowledgable consumers run into problems when translating the energy label on the front of the appliances into hard cash savings.

As Steve Macdonald, marketing director of Hoover Candy, explains: “It isn’t immediately obvious from looking at a machine that it is energy efficient, but it would be beneficial for retailers to explain the time and money savings that consumers can make with these products. The subject of water conservation is very topical and retailers are in a really good position to help consumers understand some of the financial benefits of choosing an eco-efficient machine, particularly in homes where a water meter is fitted. Even if consumers don’t have a water meter: there are still considerable savings to be made on electricity costs.”

He adds: “In the dishwasher I market, a popular misconception is that a dishwasher uses more water than washing-up by hand. However: that has been addressed by low water consumption models that are available.”

Reaching maximum capacity

And while it seems the maximum capacity within the standard 600mm has almost been reached, this isn’t to say the development of these cleaning appliances will stop. lndustry experts believe the development will continue in terms of energy efficiency and intelligent programmes, with machines providing greater flexibility and functionality. Bill Miller, sales and marketing director of Gorenje and ATAG, comments: “We are perhaps getting to the maximum capacity for laundry and dishwashing products – or at least the maximum capacity that will still afford a good quality of wash. For this reason, a key area of future development is likely to be that of improving ease of use and ensuring efficiency. A large capacity is highly useful, but it isn’t the only important factor in a product.”

So, make sure you keep up to date with the latest developments to help encourage customers to trade up to these ultra-intelligent cleaning machines. You never know, maybe they will develop a technology to put the dishes and clothes in automatically one of these days.

Roca shows eco friendly taps

Roca showed its latest range of eco-friendly taps, the L20 collection at Ecobuild, The collection comprises basin mixers, bidet mixers and bath/shower mixers. L20 features the companys Cold Start system, where the flow of water always starts with cold, meaning hot water systems are only fired up when necessary. In addition, the Eco Click function saves energy and water.

Whirlpool had a number of products, within a RAM Kitchens display, at Ecobuild. This included its Nova American-style side-by-side fridge-freezer and its ADG83101 integrated dishwashen The dishwasher is triple A-rated for energy consumption and incorporates the company’s 6th Sense technology, using 11 litres of water per wash.

Whirlpool Corporation announces Europe president

Whirlpool Corporation has announced lose A. Drummond lr as executive vice president of Whirlpool Corporation and president of Whirlpool Europe, Middle East and Africa (EMEA). He reports to Michael A. Todman, president of Whirlpool International. Drummond lr replaces Bracken Darrell who has resigned from the company.

Jose A. Drummond jr. was previously executive vice president of Whirlpool Corporation and president of Whirlpool Latin America. President of Whirlpool’s compressor business Embraco, loao Carlos Brega will succeed Drummond jr as executive vice president of Whirlpool Corporation and president of Whirlpool Latin America. Drummond joined Whirlpool in 1999 as director, procurement, Whirlpool Latin America and held a number of managerial positions, including vice president sales and marketing Whirlpool Latin America and vice president supply chain Whirlpool Europe. He holds a Bachelors’ degree in industrial and metallurgy from FEI, Industrial Engineering College in Brazil.

Kitchens to love

Kitchens to Love is the title of the latest consumer brochure from K Kitchens by the PJH Group, featuring its largest collection of 62 kitchen furniture ranges. The 136-page brochure, which has its Painted Collection by K on the front cover boasts photography, illustrating close-up details, and planning ideas to inspire consumers. There is a separate price list to match the brochure.

Whirlpool has published its 2012 built- in appliance brochure, for use by both consumers and retailers. It features the line-up of ovens, hobs, hoods, microwaves, dishwashers, refrigeration and laundry, with detailed specification of each model. In addition, there is also a detailed section on energy efficiency with the latest energy labelling regulations.

Independent living showering manufacturer AKW has sponsored paracycling athlete lon-Allan Butterworth during his Paralympic campaign. Over the next 12 months, the athlete will be endorsing the importance of independence and AKW will launch a marketing programme targeting local children to help raise disability awareness. Butterworth will also be active on AKW’s Facebook and twitter; as well as attending key events such as the Naidex exhibition.

ATAG has scooped four Good Industrial Design (CIO) Awards for one of its hobs and three ofits hoods. The winning products were the HGIIII MD Panoramic gas-on-glass hob; the ESIZ11 UAM Air Z Logic Futura Island Hood; the ESIZII NAM Air Logic Waal island Hood; and the WS9OII lr/IR DuoLogic Hood.

The Kitchen Bathroom Bedroom Specialists Association (KBSA) has z announced three retailers have recently joined as members. Bank Interiors in Kenilworth, Osborne Interiors of Chiswick and S&T Kitchens in Berkshire are now all retail members, which number more than 300. These latest additions to the KBSA’s ranks are said to be the results of a recent recruitment drive.

Uber kitchens have new range of handleless kitchens

The Couture collection of kitchens from Uber features handleless doors for a streamlined, minimalist look. There is a choice of nine colours, including Anthracite, which are hand- finished in a silk lacquer. Uber can also mix and match gloss finishes, meeting a customers’ requirements.

A Belfast style sink in stainless steel is the latest addition to the Carron Phoenix Deca range. It measures 410mm long x 510mm wide x 200mm deep and is squarer in shape than traditional ceramic designs. The Deca stainless steel Belfast features an integral overflow, Revolution waste and overflow kit.

Adding to its range of hobs, Whirlpool now offers a choice of Domino frameless induction models. They include the AKM 711, with a single dual zone model, and the ACM710 with two cooking zones. The Domino hobs feature touch controls, nine power levels, booster options and automatic pan detection.

Apex Interior Systems has introduced curved slab doors and added two further hues. The curved wall and base doors are complemented by curved accessories and come in a choice of 13 colours, including glosses, textured finishes, matt paint, and eggshell neutrals. In addition, Ivory Gloss and Odessa Oak finishes add to its Apex Oaks selection.

Good as gold

What started out in 1911 as the Upton Machinery Company, producing electric – driven wringer washers, is now the global Whirlpool Corporation. lt boasts sales of $18.4bilIion worldwide and manufactures major domestic appliances across cooling, cooking, laundry, dishwashers, as well as small domestic appliances, plus air and water treatments.

The Whirlpool Corporation operates across four continents in 170 countries, and employs 7500 employees worldwide. Closer to home, Whirlpool is the number one appliance brand in Europe and has also been voted a Superbrand in the UK. Even in its 100th year of trading, the company shows no signs of slowing down, as head of marketing for Whirlpool UK Raj Mistry comments: “Our objective is to double our business by 2015 and extend beyond major domestic appliances and start to hone in on small domestic appliances. It is to make sure we grow in the space in and around the home.”

Battle of the brands

Whirlpool UK has four brands which it hopes will allow the company to build on its core major domestic appliance business – lgnis, Whirlpool, Maytag and KitchenAid, although Raj Mistry says: “Ignis is a tactical brand for the contract market, so we don’t tend to promote it.” But the company has worked on developing the consumer proposition for each of its other three brands, encouraging trade up to more premium-priced models. Raj comments: “One of the things we had to do, was create space around the brands. At the end ofthe day, if you have three brands sitting on the shop floor what justifies having one brand higher-priced than the other; and how can consumers trade up in some way? What we’ve done this year is to make sure each of our brands have a different proposition.”

Whirlpool is a mass market brand, while Maytag occupies the premium market and KitchenAid is positioned at the super premium market. Raj says: “So for example, KitchenAid has a 17 – place dishwasher, while Maytag dishwashers will only go up to 15 – place settings using six litres of water. It gives a tangible trade-up.”

Importance of energy-saving

But aside from organising the branding of its appliances and technological features, a lot of work has also gone on behind the scenes on environmental design. In fact, Whirlpool Corporation was recently awarded the Energy Star Sustained Excellence Award, in the States, for offering consumers energy and water efficiency through its home appliance brands.

Raj explains: “At each product launch we look at the product lifecycle, the impact of distribution and environmental cost of producing the appliances. What we’ve found is the biggest environmental cost, lies in using the product for the duration of the lifespan of the product.” ·
To further promote the message of environmentally- friendly appliances, Whirlpool grouped its most energy and water-efficient models beneath the banner of Green Generation. Raj says: “The focus is around trying to drive energy-efficient products. One of the things we have noticed is that most consumers don’t always think about the whole lifecycle of the product. They think about the initial purchase, so they don’t necessarily think about how much it is going to cost them to run the product. lf we were talking about energy-efficient cars, consumers would be asking how can you get more miles to the gallon? But for an appliance you don’t normally think about how much detergent you are going to use.

You don’t always think about how many tablets your dishwasher is going to utilise or how much water is being used. Green Generation allows us to start to drive this message as well.” Whirlpool has also recently introduced a nanotechnology iXelium coating for stainless steel hobs, to protect against heat, marking, and reduce the use of cleaning products.

And in on-going work, the company is now looking ahead at the integration of energy- efficient appliances, with its Green Kitchen, which is claimed, will reduce energy use by 70%. “We can get the best energy performance, and get the best water performance on isolated, individual products and we are proud of all these things.

But part of our objective is how do you start integrating them – for example, how do you utilise the water ofthe final rinse stage cycle ofthe dishwasher? How can we use it for something else within the kitchen environment? We’re starting to look at integrated products as well, that’s really where the next evolution is taking place in terms of consumption of resources,” says Raj Mistry.

Giving back to environment

But Whirlpool is also keen in giving back to the environment in other ways too, having been a partner of the charity Habitat for Humanity for the past decade. lt not only provides the appliances for homes in disadvantaged areas but actually helps build dwellings too. ln fact, as part of its year-long 100th anniversary celebration, Whirlpool took the altruistic step of providing 100 employee volunteers to help build houses in Romania.

Whirlpool has certainly influenced home design, throughout the last 100 years, with improvements in appliance technology and creating better habitats for living. With its continuing focus on environmentally-friendly appliances, it looks set to follow along this path, making future living better.