Whirlpool Corporation
Whirlpool Corporation manufactures and markets home appliances and related products and services in the North America, Latin America, and internationally. The company's principal products include refrigerators, freezers, ice makers, and refrigerator water filters; laundry appliances, and commercial laundry products and related laundry accessories; cooking and other small domestic appliances; and dishwasher appliances and related accessories, as well as mixers. It markets and distributes its products primarily under the Whirlpool, Maytag, KitchenAid, JennAir, Consul, Brastemp, Amana, InSinkErator, affresh, Gladiator, Swash, everydrop, Eslabon de Lujo, and Acros brands. The company sells its products to retailers, distributors, builders, and other manufacturers, as well as directly to consumers. Whirlpool Corporation was founded in 1911 and is headquartered in Benton Harbor, Michigan.
What does it do?
Whirlpool makes the appliances sitting in most American kitchens and laundry rooms — think Whirlpool, Maytag, KitchenAid, and JennAir brand refrigerators, washing machines, ovens, and dishwashers. They sell to big retailers like Home Depot and Best Buy, and directly to homebuilders who need to kit out new houses. The company operates globally but gets most of its business from North and Latin America. Basically, if someone moves into a new home or their old fridge breaks, Whirlpool wants to be the one selling the replacement.
Whirlpool is a bellwether for the housing market — when people buy or sell homes, appliance sales follow, so the stock tells investors something real about consumer health and housing activity. Right now the company is in a turnaround moment: it sold off its struggling EMEA (Europe, Middle East, Africa) business in 2024 to refocus on its stronger Americas operations, which is a major strategic bet. With interest rates still elevated and housing turnover near multi-decade lows, how Whirlpool navigates this environment is being closely watched.
How does it make money?
Whirlpool generates roughly $15.5 billion in annual revenue, primarily by manufacturing and selling large home appliances — things like refrigerators, washers, dryers, and ovens — under multiple brand names at different price points. KitchenAid targets premium buyers willing to spend more, while Maytag competes on durability and value. Revenue dropped from $16.6 billion the prior year, reflecting weaker consumer demand and the divestiture of international segments. The company also earns smaller revenue from replacement parts, accessories like water filters, and commercial laundry equipment used in laundromats and hotels.
Why do investors care?
The bull case for Whirlpool is essentially a housing recovery play — if mortgage rates fall and home sales pick back up, people renovate, move, and buy appliances, which directly boosts Whirlpool's top line. The company has been cutting costs aggressively, and with its EMEA exit, management is betting that a leaner, Americas-focused business will be more profitable even on lower revenue. At around $38 per share and a market cap of just $3 billion against $15.5 billion in revenue, the stock trades at a deep discount — meaning investors are pricing in a lot of bad news already, which also creates upside if things improve. For the thesis to work, interest rates need to ease, housing activity needs to recover, and management needs to prove the restructured company can generate meaningful profit.
Deep Dive
MemberA full investor briefing on Whirlpool Corporation — history, leadership, risks, and outlook.