Whirlpool Corp
DUS:WHR
Whirlpool Corp
Whirlpool Corporation's story is one of persistent evolution and a relentless drive for innovation. Founded in 1911 as Upton Machine Company in St. Joseph, Michigan, it began by producing electric-powered wringer washers, a novel concept during a time when most households were tethered to manual labor-intensive laundry practices. The company experienced growth spurts by leveraging strategic acquisitions and integrating cutting-edge technology into its product lines. Today, Whirlpool has transformed into a global powerhouse in the home appliance sector, offering a diverse portfolio that includes refrigerators, washers, dryers, dishwashers, and cooking appliances. These products are not just sold under its flagship brand but also under a family of brands such as Maytag, KitchenAid, and Amana, catering to a wide spectrum of consumers across over 100 countries.
Whirlpool generates revenue primarily through the design, production, and sale of its home appliances, which are distributed in both retail and direct-to-consumer channels. The company capitalizes on understanding and anticipating consumer needs, investing heavily in research and development to infuse its products with advanced features such as energy efficiency, smart home technology, and aesthetic design. Beyond just selling appliances, Whirlpool is anchored to a comprehensive aftersales service model, offering warranties, repairs, and replacement parts, ensuring customer loyalty and continued engagement. This blend of innovative product offerings and solid customer support allows Whirlpool to maintain a leading edge in a fiercely competitive industry.
Whirlpool Corporation's story is one of persistent evolution and a relentless drive for innovation. Founded in 1911 as Upton Machine Company in St. Joseph, Michigan, it began by producing electric-powered wringer washers, a novel concept during a time when most households were tethered to manual labor-intensive laundry practices. The company experienced growth spurts by leveraging strategic acquisitions and integrating cutting-edge technology into its product lines. Today, Whirlpool has transformed into a global powerhouse in the home appliance sector, offering a diverse portfolio that includes refrigerators, washers, dryers, dishwashers, and cooking appliances. These products are not just sold under its flagship brand but also under a family of brands such as Maytag, KitchenAid, and Amana, catering to a wide spectrum of consumers across over 100 countries.
Whirlpool generates revenue primarily through the design, production, and sale of its home appliances, which are distributed in both retail and direct-to-consumer channels. The company capitalizes on understanding and anticipating consumer needs, investing heavily in research and development to infuse its products with advanced features such as energy efficiency, smart home technology, and aesthetic design. Beyond just selling appliances, Whirlpool is anchored to a comprehensive aftersales service model, offering warranties, repairs, and replacement parts, ensuring customer loyalty and continued engagement. This blend of innovative product offerings and solid customer support allows Whirlpool to maintain a leading edge in a fiercely competitive industry.
2025 Performance: Whirlpool's full year 2025 results were largely flat versus the prior year, with global organic revenue essentially unchanged and an ongoing EBIT margin of 4.7%.
Tariff Impact: The company absorbed about $300 million in tariffs during 2025, which significantly pressured margins, especially as industry pricing did not initially reflect these costs.
Promotional Environment: Intense promotional activity in North America, especially in Q3 and Q4, further weighed on margins, although recent weeks have shown signs of normalization.
Cost Actions: Whirlpool delivered $200 million in cost reductions in 2025 and plans over $150 million of additional cost takeout in 2026, focusing on vertical integration, automation, and strategic sourcing.
2026 Guidance: For 2026, management expects 5% revenue growth, EBIT margin expansion to 5.5%-5.8%, and free cash flow of $400-$500 million. Full-year ongoing EPS is guided to approximately $7.
North America Outlook: Margin recovery in North America is expected in 2026, with pricing actions and less intense promotions already taking effect. EBIT margin is guided to about 6% for the region.
Segment Highlights: Latin America and Small Domestic Appliances (SDA) performed strongly, with SDA showing about 9% sales growth and 16% EBIT margin for 2025.
Housing Market: Management sees significant pent-up demand tied to housing and expects to benefit from a multiyear recovery, though discretionary demand upside is not factored into 2026 guidance.
