Brand Licensing

Our strong portfolio of distinct brands meet are designed to meet our consumers’ needs, to improve life at home.

Brand Licensing grants the permission to use intellectual property rights, such as trademarks, under defined conditions.  Brand Licensing generates new business opportunities by licensing our strong portfolio of distinct brands that meet every consumer’s budget and needs.  Through licensing our brands we continue to build and enhance brand equity and drive consumer loyalty throughout all touch points in the home.

Today we manage a wide range of licensing programs within different product categories and brands across the United States, Canada, and currently evaluating global opportunities.

Why License with Whirlpool Corporation?

Building strategic partnerships with our licensing business partners allows our licensees to go to market with any one of our established brands which consumers have known and trusted for well over a 100 years.  Additionally, we have a dedicated licensing team that will support you to ensure you maximize the value of the brand in the strategic development of your business.


  • Industry leading portfolio of brands
  • Estimated retail value of licensed products is $2.2B
  • Dedicated team of licensing and brand marketing professionals
  • Consumer insights – extensive information regarding target consumers and product fit for our brands
  • Leverage trade relationships with buyer introductions and potential lead generation
  • Benefit from Whirlpool Corporation’s scale in marketing major appliances
  • Clear brand guidelines – product, packaging, digital
  • Direct link from brand consumer websites

Product Development & Management

  • Formalized product approval process
  • Share customer service best practices
  • Engineering and product safety benchmarking and collaboration

Future Opportunities

  • Expansion into new categories
  • Potential access to Whirlpool Corporation businesses globally

KitchenAid Brand – Current Licensed Product Categories:

  • KitchenAid Bakeware
  • KitchenAid Cookware
  • KitchenAid Cutlery and Cutting Boards
  • Kitchen Textiles
  • Kitchen Gadgets and Utensils
  • Outdoor Grills ( and BBQ Accessories

Maytag Brand – Current Licensed Product Categories:

Whirlpool Brand – Current Licensed Product Categories:

Amana Brand – Current Licensed Product Categories: