F&P Appliances teams up with Whirlpool

The appliance maker says it has signed an agreement with Whirlpool Europe to market and promote its DishDrawer there under the Whirlpool and Bauknecht brands.

MD John Bongard says the company is delighted with the opportunity the business partnership provides, which will further strengthen its international export position.

"The agreement with Whirlpool is part of an overall distribution strategy in Europe to complement the concurrent establishment of distribution of a wider range of Fisher & Paykel products.

"Whirlpool's well-established distribution network is ideally suited for the entry of this product in the high-end European market."

Whirlpool Europe executive, Steve Brown, says the F&P product is an ideal complement to the company's existing dishwasher product line.

"Its unique benefits will enable us to better compete at the top end of the European dishwasher market. It also supports our continued focus on the built-in kitchen business in Europe."

Whirlpool says its Bauknecht brand is targeted at the upper end of the European market for consumers who seek a reputable German brand while the Whirlpool brand serves the broad middle market segment as a high-value European brand.

Earlier this year FPA announced it would begin selling its DishDrawer in Japan, where dishwashers currently have a very low in-home penetration due to the lack of space in Japanese homes.

F&P Appliances is due to announce its March-year result in June and Mr Bongard says it expects to exceed market expectations following a strong finish to the financial year.

In the six months ended September 2001 the appliance business grew revenue 7.3% to $349.7 million. Revenue from outside Australasia grew 75% to $87.1 million, mainly from sales in the US.

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