whirlpool at the top in dubai
The world leader in domestic appliances a choice supplier
in top development projects in the Gulf region
Talking to an audience of journalists from the principal media in the Gulf area, Marc Bitzer, president of Whirlpool Europe, unveiled today the company’s strategy for the region. Whirlpool, the world's number one manufacturer and marketer of major home appliances, leading a $100 Billion industry, is expanding its operations in the Middle East, in particular in the United Arab Emirates. Tendering for major development projects in the region, Whirlpool is pursuing its strategy in association with its partners, Al Ghandi Electronics, with whom it has a long standing and strong relationship both in retail and project business development. The prestigious Rolex Towers and the Motor City racing complex are two of Whirlpool’s latest success stories, showing top developers in Dubai have a distinct taste for quality, design and innovation.
Between October 2007 and the end of January 2008 alone, Whirlpool participated in a total of 15 building developments, from offices to residential apartments, to hotels, with many more exciting projects lined up for the coming months. Since its first appearance on the Dubai market around 15 years ago, Whirlpool Corporation has dramatically increased the presence of the Whirlpool and Maytag brands in the region.
A global company with headquarters in Benton Harbor, Michigan (USA), and annual sales nearing $ 20 Billion, Whirlpool is managing its operations in the Gulf region through its European organization. Stressing the strategic importance of emerging markets, and in particular the Emirates as one of the fastest growing high-end markets, Bitzer said: “This is a challenging market, accepting nothing less than the best. We offer unique European flair and sense of style, backed by the solidity and reputation of a global brand. Every day, 200 million families around the world use our appliances. Every second, a consumer buys one of our branded products. We are very proud of being here, taking part in these exciting projects. Dubai has recently drawn the attention of the entire world with breathtaking, spectacular developments. We are determined to fully satisfy the high expectations of our clients and partners here.”
Highly discerning customers in Dubai, similarly to European consumers in Italy and France, may soon benefit from the introduction, as a pilot for the region, of an extended range of large domestic appliances from another Whirlpool brand: KitchenAid. The KitchenAid brand is positioned at the top-end of the market and is aimed at an audience of modern gourmets and cooking enthusiasts. These customers require professional performance to encourage their creativity in the kitchen. KitchenAid is a prestigious brand offering a complete range of products, small and large domestic appliances, and cooking utensils, to support the customer in every step of food preparation. The products combine a distinctive design with professional cooking functions to fully express one’s cooking passion. KitchenAid offers the best solution for those passionate home-cooks willing to go further, that may be prepared to travel for miles to find one particular ingredient, and who want to experiment with elaborate dishes. It’s the brand great chefs would choose for their own home.
A strong presence in the Gulf states is a strategic priority for Whirlpool, as pointed out by Stefano Zocca, regional director, Middle East Africa & Turkey “our aim is to reinforce and rapidly grow our position in the project business through our partners. In particular, as the built-in segment continues to expand, we will be there with the strength of our brands and products. And we know that in these markets, it is not just high quality and style that count, but also energy efficiency and product safety, a combination of elements that Whirlpool is perfectly placed to supply.”
Whirlpool Corporation and Whirlpool Europe
With 14,000 employees, a sales presence in over 30 European countries and manufacturing sites in seven countries, Whirlpool Europe is a wholly owned subsidiary of Whirlpool Corporation. The world's leading manufacturer and marketer of major home appliances, Whirlpool Corporation has annual sales of approximately $20 billion, more than 73,000 employees, and more than 70 manufacturing and technology research centers around the world. The company markets Whirlpool, Maytag, KitchenAid, Amana, Brastemp, Bauknecht and other major brand names to consumers in nearly every country around the world. Whirlpool’s European Operations’ Center is located in Comerio (VA), Italy. For further information on the company, please visit the Web Site www.whirlpoolcorp.com.
