Whirlpool, a brand of Beko Europe, strengthens its growth strategy by consolidating its premium positioning in Europe. According to the latest data the profitability of the white goods segment is increasingly concentrated in the premium tier which, at a global level, records an increase of 9.8%, confirming new consumer expectations increasingly oriented towards design-led, durable appliances capable of meeting everyday needs.

The built-in sector also represents one of the most dynamic areas of the European market. The spread of open-plan kitchens integrated with the living area is fueling demand for built-in solutions, raising the sector from a value of around $6 billion in 2024 to an estimate of over $9 billion by 2030. 

To develop this strategy, Whirlpool leverages the manufacturing know-how of the Cassinetta di Biandronno site and the innovation of 6TH Sense technology, which has always distinguished the brand in the global home appliances sector.

L'eccellenza Made in Italy dell'hub produttivo di Cassinetta 

The Cassinetta di Biandronno production site has been Whirlpool's innovation center in Europe for over seventy years and has served as the brand's European headquarters since 1989. The hub's Made-in-Italy excellence is expressed through the Design Studio, the Global Cooking R&D, the Food Tech Lab, the MaterialsLab, the X-Lab and three production plants.

The Design Studio defines the aesthetic and functional identity of products; in the Food Tech Lab (pictured) the behavior of foods during cooking is studied to develop new solutions; the MaterialsLab  selects and tests materials, while the X-Lab analyzes future technologies such as connectivity, artificial intelligence, robotics and sustainability.

All these competencies allow Whirlpool to create built-in appliances that stand out for elegant design, high performance and perfect architectural integration.

W Collection Kitchen Suite: un ecosistema integrato

These characteristics find their fullest expression in the W Collection Kitchen Suite, an integrated ecosystem where cooking, washing and refrigeration communicate through 6TH Sense technology. The system is able to recognize different situations, automatically adjust the operation of the appliances and optimize their performance, thereby simplifying daily tasks.

Induction HeatControl technology, for example, allows selecting precise temperatures, ensuring excellent results; Cook4 technology allows cooking up to four dishes simultaneously without odor transfer, while the Pizza Party function can prepare up to four fresh pizzas at the same time in about 15 minutes.

The MaxiSpace dishwashers offer up to 10% more usable loading capacity without increasing external dimensions and the Space400 Total No Frost built-in combined refrigerator guarantees 50% additional space.

Connectivity also plays an increasingly important role in the premium experience: AI AdaptiveCool, by analyzing user behavior and environmental conditions, optimizes performance and delivers up to 20% energy savings, while the AI Assistant offers model-specific suggestions and guidance in a simple and intuitive way.