Whirlpool has secured an exclusive deal with The Good Guys (TGG) which will encompass local market product development, procurement and marketing for Whirlpool branded products.


From October 2015, TGG will become the exclusive Australian stockist of Whirlpool’s kitchen, refrigeration and laundry appliances, while working closely with the brand to identify and develop new Australian-specific appliances relevant to consumer needs. The agreement does not include exclusivity for Whirlpool branded Crisp and Grill microwave products which will continue to be available in general retail distribution.

Whirlpool general manager strategy, marketing and sales Australia, Harry van Dyk said in a statement, “Whirlpool recognises that in Australia TGG is not only the number one home appliance retailer (according to Whirlpool) but also the awarded industry leader in customer engagement and customer service, so we are thrilled to be partnering with this iconic retail brand.”

When Appliance Retailer asked Whirlpool why they regarded TGG as “the number one appliance retailer”, they told us their statement is based on the company’s “performance in the industry, the recent awards they’ve won including the CanStar Blue which they’ve won for the fourth year in a row and ongoing positive customer sentiment.”

Transforming the supplier/retailer relationship

TGG and Whirlpool said they see the strategic partnership as an opportunity to take the traditional supplier/retailer relationship to the next level, through a more collaborative approach to operational activities such as product selection and sourcing, assortment planning, forecasting, product road-mapping and service levels.

“We believe TGG  mirrors our values and goals of providing consumers with high-quality, state of the art technology and product, and this partnership will enable invaluable access to customer insights that will assist in further developing our Australian-specific product range and marketing propositions,” he said.

TGG Group general manager merchandise, Wayne Jennings explained, “While brands are focused on influencing what shoppers buy, retailers are more interested in where they buy. It is when these two goals overlap that there is opportunity to collaborate and that is the spirit in which we are entering this partnership with Whirlpool.”

“We are acutely aware that success depends on gaining a deeper understanding of our consumers, well beyond what customers articulate or even recognise themselves,” Jennings said.

“Working more closely with Whirlpool, in a meaningful partnership, to develop these insights from global experiences will not only translate into a competitive advantage for both businesses, but ultimately satisfy the needs of Australian consumers. The industry is at a point in its evolution where new business models and partnerships can and need to be created to provide greater efficiencies and long term viability.”

Meanwhile, TGG said it planned on developing more of these types of strategic alliances over the coming years.