Whirlpool restructures to reflect new dual focus

By Claire Reilly

After announcing plans last year to expand its cooking appliance offering, Whirlpool has restructured its Australian business to reflect the new focus on both whitegoods and cooking.

As part of the changes, which took effect at the start of the year, the company has also appointed two key figures to head up these business divisions, with Stephen Hunter directing whitegoods as general manager of sales, and Anthony DeVincentis taking on the role of national sales manager of Cooking.

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Sanjay Prasad, managing director of Whirlpool Oceania, spoke about the company’s decision to split its sales, marketing and product development teams.

“The cooking business is radically different to Whitegoods and the new structure will allow Whirlpool to provide each division with the unique marketing and sales focus it requires to thrive in the marketplace,” said Prasad.

“The Cooking division will include ovens, cooktops, rangehood, dishwashers and microwaves, while the Whitegoods category will encompass refrigeration and laundry.

“Our focus will be to continue to deliver a strong traditional Whitegoods offering along with the added value of innovative design and technology,” he added. “As for the Cooking division, the main aim for 2013 is to bring the range from Whirlpool Europe for the Australian market—introducing new innovative products.”

In addition to the restructure of its Australian business, Whirlpool has also moved its Victorian head office from Scoresby to Burwood, relocating to offices that “boast world-class showrooms and facilities”.

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