Independent Brand Intelligence
Whirlpool
Home Appliances & Small Appliances · Benton Harbor, United States · Since 1911
- Home Appliances & Small Appliances
- Verified August 6, 2026
Who owns Whirlpool?
Whirlpool Corporation owns the Whirlpool brand. Beko Europe uses the name under licence in parts of Europe.
Latest at Whirlpool
Updated Oct 26, 2026- ResultsQ3 2026: net sales USD 3.68 billion−8.8% year on year
- AnalysisWho Makes Amana Appliances? Whirlpool and the HVAC Brand Split Explained
- NewsWhirlpool Q2 Net Sales Decline 6.8%
Whirlpool combines a strong Americas-centered owner-manufacturer platform with licensed European brand operation. The regional model broadens reach but makes territory, licence, legal seller and model-level factory verification essential for buyers.
Ownership
- Chairman and Chief Executive Officer, Whirlpool Corporation
Marc Bitzer - Brand
Whirlpool
Whirlpool Corporation owns the Whirlpool consumer brand and includes it in its current global portfolio. Beko Europe B.V. operates Whirlpool-branded major appliances under a licence limited to specified European jurisdictions.
Full ownership note
Beko B.V. acquired Whirlpool Corporation's remaining 25% Beko Europe interest in June 2026, but the trademark licence stayed in force; Beko Europe is a licensee, not the global Whirlpool brand owner.
Photos: Marc Bitzer: Whirlpool Corporation leadership headshot; cropped by World Clean Biz
Products
- Laundry appliancesWhirlpool offers washers, dryers, laundry centers and all-in-one formats with regional feature and capacity differences.
- Refrigeration and kitchen appliancesThe brand spans refrigerators, cooking appliances, dishwashers and related major-appliance categories in retained and licensed markets.
- Licensed home-comfort and water productsWhirlpool Corporation lists selected licensed categories including air purifiers, compact refrigeration, dehumidification, room air, water heating and filtration.
Operations
Made by
- Whirlpool Corporation reported that 80% of the major appliances it sold in the United States came from its U.S. factories in 2025.
- Beko Europe reports an 11-site European production network supporting its multi-brand operation.
- Whirlpool Corporation operates licensed product categories outside its core major-appliance chain.
Sold through
- Whirlpool Corporation reports principal major-appliance businesses in North America and Latin America and retains the Whirlpool brand in its portfolio.
- Beko Europe lists Whirlpool among brands used under a licence limited to certain jurisdictions.
- Whirlpool products are sold through direct sites, retailers, distributors, builders and professional channels, with assortment and terms varying by region.
For buyers and distributors: what to verify (6)
- Use the exact SKU label and origin documents; the portfolio statistic does not identify a model's plant.
- Require a factory declaration for the exact Whirlpool-branded model before naming a Beko Europe plant.
- Identify the licensee, legal manufacturer, factory and warranty provider for each licensed category.
- Identify the regional Whirlpool legal entity, authorized channel and local warranty for the destination country.
- Confirm that the seller's authorization and the product's trademark licence cover the destination market.
- Verify territory, ecommerce rights, installation, spare parts, returns and warranty obligations in the contract.
Competition
Quarterly results
All company results| Period | Net sales | Year on year | Net earnings available to Whirlpool | Year on year |
|---|---|---|---|---|
| Q3 2026 | USD 3.68 billion−8.8% | −8.8% | USD 237 million lossLoss (profit a year earlier) | Loss (profit a year earlier) |
| Q2 2026 | USD 3.52 billion−6.8% | −6.8% | USD 88 million+35.4% | +35.4% |
| Q1 2026 | USD 3.27 billion−9.6% | −9.6% | USD 82 million lossLoss (profit a year earlier) | Loss (profit a year earlier) |
| Q4 2025* | USD 4.1 billion−0.9% | −0.9% | USD 108 millionBack to profit | Back to profit |
| Q3 2025 | USD 4.03 billion+1% | +1% | USD 73 million−33% | −33% |
As reported in USD; each period links to its filing or release. A dash means the filing does not give the year-earlier figure. * Worked out from two filed cumulative figures (full year minus nine months, or half year minus first quarter).
Timeline
Company origins
Whirlpool Corporation traces its history to 1911 and reports more than a century in kitchen and laundry appliances.
Sources: [1]
Whirlpool and Arçelik close the EMEA transaction
Whirlpool Corporation contributed its European major-appliance business to Beko Europe and retained its EMEA KitchenAid business.
Sources: [2]
Beko completes acquisition of Whirlpool's Beko Europe stake
The regulatory completion entry records Beko B.V.'s acquisition of Whirlpool EMEA Holdings LLC's 25% interest, taking Beko Europe ownership to 100% while the trademark licence remained in force.
News & analysis
Sources (7)
Whirlpool Corporation, Public Disclosure Platform of Türkiye, Beko Europe and more · Show all
- Whirlpool Corporation 2025 Annual Report — Whirlpool Corporation · Published 2026 · Accessed Aug 6, 2026
- Whirlpool Corporation Completes Major Milestone in its Portfolio Transformation with Closing of EMEA Transaction — Whirlpool Corporation · Published Apr 2, 2024 · Accessed Aug 6, 2026
- Acquisition of the 25% Minority Shares in Beko Europe B.V. by Beko B.V. — Public Disclosure Platform of Türkiye · Published Jun 19, 2026 · Accessed Aug 6, 2026
- Completion of the Acquisition of the 25% Minority Shares in Beko Europe B.V. — Public Disclosure Platform of Türkiye · Published Jun 23, 2026 · Accessed Aug 6, 2026
- Beko Europe Brands — Beko Europe · Accessed Aug 6, 2026
- Brand Licensing — Whirlpool Corporation · Accessed Aug 6, 2026
- Whirlpool Corporation Announces $300 Million Investment in U.S. Laundry Operations — Whirlpool Corporation · Published Jun 2, 2026 · Accessed Aug 6, 2026
First published: Aug 6, 2026 · Last verified: Aug 6, 2026 · Last updated: Nov 5, 2026