Experiencing Whirlpool brands

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WHIRLPOOL UK has just unveiled its new training and brand experience centre in the group’s headquarters in Croydon, Surrey. ‘ATHOME’ is a showcase of all four of the company’s brands, Amana, KitchenAid, Maytag and Whirlpool, and it aims to present the leading collections of each brand in their natural setting and make them easy to demonstrate and use.

For Whirlpool, which is the number one domestic appliance manufacturer in the world, commanding an 11% global market share, “opening of ATHome is a demonstration of the company’s competences,” said Ian Railton, managing director, Whirlpool UK.

The ATHOME features the Amana refrigeration range and Maytag’s new collections of integrated and freestanding laundry, refrigerators and dishwashers. Premium brand KitchenAid has an impressive display of cooking, cooling and dishwashing appliances and a large demonstration kitchen. Finally, Whirlpool shows off its recently launched contemporary builtin appliances, freestanding laundry, refrigeration and microwave ovens in fully operational areas.

Ray Isted, head of training at Whirlpool commented: “This is a superb development, designed to be one of the best training facilities in the major domestic appliance industry. Open to all the Whirlpool group’s trade partners, this is a truly onestop centre where visitors can review all of our brands and appliances as they wish, and most of all, enjoy the ‘ATHOME’ experience.”

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