Appliance sales, service and parts in Rochester, NY

Appliance Branding

April 2, 2012

The nameplate doesn't always indicate who makes your appliance.

The Whirlpool Corporation makes Whirlpool, KitchenAid, and Gladiator products. The company has gobbled up Admiral, Amana, Jenn-Air, Magic Chef, and Maytag and all of these Whirlpool brands account for about 27.3 percent of major appliance sales in the U.S., followed by General Electric brands—GE and Hotpoint—(25.1 percent), and the Sears Kenmore (16.7 percent).

What really grinds my gears is the fact that most people think Kenmore is a Superior brand. Kenmore doesn't manufacture any major appliances. Whirlpool manufactures a lot Kenmore. It's a branding name game. When I look at a Kenmore washer I see a Whirlpool with the Kenmore logo. It's aggravating to see customers getting sucked into the Kenmore brand. Sears states that they're the only appliance dealer that sells the top ten brands. That's because they sell another machine with the Kenmore logo on it and Kenmore is a top ten brand!

Whirlpool's certainly not the only Kenmore supplier. Frigidaire and LG also manufacture Kenmore refrigerators, Haier handles some of its compact fridges, and Danby makes some of its wine chillers, and Sanyo builds some of its freezers.