The brands that make the difference

Whirlpool®. Maytag®. KitchenAid®. Jenn-Air®. Amana®. Five leading brands that together form one powerful portfolio. No other appliance manufacturer offers the depth and breadth of the Whirlpool family of brands.
For over 100 years, Whirlpool has been transforming the American house into a more liveable, more enjoyable American home. Of course, when you invent the category, it makes it that much easier to lead it.
The engines of a more liveable, more sellable home. That's what we are making. And that is the Whirlpool Brand Portfolio difference.

Designed to simplify.

For 100 years, the Whirlpool name has stood for quality and innovation.
Whirlpool is our most accessible brand, and is in more U.S. homes than any other appliance.

The Whirlpool Lifestyle

  • Multitaskers! Tenacious about getting things done.
  • Like to be organized and efficient. Always looking for ways to save time and effort.
  • Want to feel in control.
  • Interested in eco-friendly products, but unwilling to compromise on performance to get them.
  • Maintain high self-standards - always striving to do things better.
  • Desire perfect results performance to get it done right the first time.
  • 1

    Rank of Whirlpool brand among all U.S. appliance manufacturers
  • 101

    Years of appliance-making know-how in every Whirlpool appliance
  • 88,000,000

    Number of homes with at least
    one Whirlpool appliance
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What's inside matters.

Quality. Dependability. Performance. These are the hallmarks of Maytag, and provide the rungs for consumers who want to step up to the advanced features and enhanced performance of a legendary American brand.

the maytag lifestyle

  • Grounded, conscientious, not fancy or pretentious.
  • Likes to maintain a level of consistency and control in her life; looks for products she can trust to do what is expected of them.
  • Value function over form; will pay for peace of mind.
  • Believe good products are built with high quality materials and will last a long time. If the product does break, want service without issue.
  • Most Preferred

    laundry brand in 2012*
  • Best Cleaning

    with power wash in 2012**
  • Top-Rated

    electric double oven in 2012***

* Among national sample & in market consumers, Smith-Dahmer Consumer State Tracker.
*** Among leading competitive brand top load or front load washers, comparable cycles and settings.
*** According to a leading consumer magazine.

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Nobody knows the kitchen like KitchenAid.

It all started with the iconic stand mixer. Since then, the KitchenAid brand has continued its focus on quality, well-crafted products for the kitchen because it's the one room where food, family and friends come together.

the Kitchenaid lifestyle

  • A total focus on family is facilitated by a clean, organized and beautiful home.
  • Cooking is used to draw family and friends together.
  • The kitchen is the hub of the home for a variety of activities.
  • Wants consistent performance and things to be easy.
  • Pro-Preffered

    Chefs choose KitchenAid for their homes more than any other brand*
  • #1 Selling

    premium dishwasher brand**
  • Top-Rated

    and recommended performance in KitchenAid commercial style ranges***

* Based on a 2012 survey, KitchenAid was found to be the home kitchen appliance brand chosen most often by members of the International Association of Culinary Professionals.
** Among leading premium dishwasher brands priced at $600 and above.
*** According to a leading consumer magazine.

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For the meticulous indulger.

The Jenn-Air® kitchen: Every detail, obsessed over. Every feature precisely thought through. To the customer who is unwilling to compromise on performance or design, Jenn-Air is your kitchen.

the Jenn-air lifestyle

  • Know what they want and have means to get it.
  • Relentlessly pursue finer things in life and home.
  • Use technology to enable lifestyle.
  • Appreciate good quality and taste.
  • Highly organized and entertain frequently.
  • Seek out high-end appliances, derive status from them.

    performing wall oven in the industry

    duct-free downdraft cooktop in the industry
  • Top-Rated

    built-in refrigerator*, four years in a row

* Based on rating of 25.3 cu. ft., model #JS42PPDUDB, by a leading consumer magazine.

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Smart, easy choices.

At Amana®, our products help conserve natural resources, save money on utility bills and inspire a greener lifestyle.

the Amana lifestyle

  • Focused on family, friends and outdoor activities.
  • Not engaged in the home and household tasks.
  • Desire affordable, hassle-free solutions that allow them to get things done effortlessly and efficiently.
  • Interested in efficient, eco-friendly appliances, and are excited to get them at a reasonable price.
  • 1949

    Amana brand introduced the first side-by-side refrigerator
  • 1957

    Amana brand introduced the industry's first bottom-freezer refrigerator
  • 1967

    Amana brand introduced the industry's first portable countertop microwave oven, the Radarange®
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