Strategic Brand Portfolio

For more than 100 years, Whirlpool brands have been innovating. See why we are the number one selling major appliance manufacturer in the world.

Five Brands. One Powerful Portfolio.

Our portfolio of brands is more than just a collection of legendary names; it’s a strategically crafted portfolio based on consumer insights and more than 100 years of experience in the appliance industry. Each brand has been thoughtfully designed ​for a specific customer and home-type, giving you the depth and breadth of appliance options ​for virtually any project.

An Appliance Brand for Every Homeowner


In the United States today, 41 percent of household activity is spent with appliances, according to the Bureau of Labor Statistics. Americans spend 32 percent of their home time in the kitchen. Simply put, home appliances -- particularly in the kitchen – are an important part of daily life. Whirlpool Corporation, the world’s number one selling major home appliance manufacturer, sets itself apart from competitors by offering a differentiated portfolio of brands, each designed with a specific customer in mind.

Amana
Value-Driven, Quality Basics and Ease of Use


If value-driven defines your single or multifamily project, Amana brand is where it’s all happening. The Amana brand customer values hassle-free use and quality in home appliances. Amana brand focuses on easy-to-use features that simplify lives and allow the customer to get the job done well each and every time. Learn More

Whirlpool
Removes Complexity, Intuitive Design and Best Care


The flagship brand of the company, Whirlpool brand exists to help families thrive and is ideal for most mid-range projects. Whirlpool brand customers value organization and efficiency, and live real, not perfect lives. They seek appliances with purposeful innovation that help them with what matters most – caring for their family. Learn More

Maytag
Durability, Reliability and Power

For more than a century, Maytag brand appliances have been synonymous with hardworking American dependability. From the crustiest plates to the filthiest laundry stains, Maytag brand handles the toughest jobs. Homes built for demanding families deserve the power and durability of Maytag brand. Maytag brand customers value function over form and count on their appliances to keep their home running smoothly. This legendary brand is built to last. Learn More

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Thoughtful Craftsmanship, Superior Performance and Iconic Design


The ideal choice for step up homeowners passionate about their culinary creations, KitchenAid brand delivers the superior performance home chefs need with the design appeal they desire. Your KitchenAid brand customers view their appliances as critical tools in their culinary pursuits and use them as a centerpiece for entertaining and bringing family together. This iconic brand helps them deliver the exceptional culinary results they seek. Learn More

Jenn-Air
Best-in-Class Performance, Elegant Design and Refined Craftsmanship


Perfect for the custom home build or remodel, Jenn-Air brand offers leading edge culinary products that achieve results. Jenn-Air brand consumers prefer the super-premium attributes of the brand. They entertain frequently and see technology as a way to enable a certain lifestyle. Jenn-Air brand provides ultimate prestige for your most discerning customers. Learn More