A dramatic drop in the price of imported washing machines from South Korea has sparked concern among U.S. appliance giant Whirlpool. Recent data reveals that units once priced at nearly $840 are now entering the market at just $73—a staggering decline that has Whirlpool questioning the fairness of global competition.
🗣️ In a statement released Monday, Whirlpool confirmed it has “shared its concerns about this data with the administration at various levels.” The company has also taken its grievances directly to foreign competitors, including Samsung, LG, and the owner of GE Appliances. Whirlpool emphasized that “recent trade policies can only help level the playing field for U.S. manufacturers if foreign-owned companies play by the rules.”
🇺🇸 With more than a century of manufacturing history in the U.S., Whirlpool says it remains committed to defending its workforce of approximately 20,000 American employees. The company’s message is clear: fair trade isn’t just about policy—it’s about accountability.
Morphy Richards Steals the Spotlight at IFA 2025 with Smart, Sustainable Innovation
IFA 2025 spotlighted the future of tech, and Morphy Richards—an 89-year-old British appliance icon—made a bold statement with its latest smart home innovations.
🏆 Fusion Kettle and Toaster Set won “Best of IFA” from Gadget Flow.
❄️ InfuseChill and MixChill ice makers impressed with customizable flavors and multifunctionality.
☕ The Fully Automatic Coffee Machine drew strong retail interest.
🌬️ Flagship climate systems S1 Pro and Ultra wowed with sleek design and eco-smart tech.
Bloomberg featured the brand in its heatwave coverage, highlighting how climate shifts are driving demand for sustainable cooling solutions.
IFA also fueled global partnerships, with key accounts and influencers like Blin Othman and Jan Březina amplifying Morphy Richards’ reach across Europe and Asia.
Haier Invests $490M to Reshore GE Appliances Production in the U.S.
Haier Group is making a bold move to strengthen its American footprint, investing $490 million to expand the GE Appliances manufacturing plant in Louisville, Kentucky. The investment will bring washing machine production back to U.S. soil, with new production lines set to launch in 2027.
This reshoring effort aligns with Haier’s long-term vision to position GE Appliances—acquired in 2016—as the leading washing machine brand in America. Over the past decade, Haier has poured €3.5 billion into developing GE’s production capabilities.
Kevin Nolan, President and CEO of GE Appliances, emphasized the strategic importance of the move: “Reshoring is essential because of our ‘zero distance to customers’ strategy.” The investment not only boosts domestic manufacturing but also reinforces Haier’s commitment to innovation, agility, and customer-centric growth.
Bora Elevates Kitchen Organization with Smart, Space-Saving Solutions
Bora, renowned for its premium built-in kitchen appliances, is redefining kitchen organization with a new suite of products designed to streamline daily routines, maximize storage, and enhance the management of fresh ingredients. The brand’s latest innovations—the Bora Cool Combi XL refrigerator and the Bora QVAC vacuum sealer—embody this mission with sleek design and practical functionality.
🧠 Smarter Storage with the Bora Cool Combi XL
Standing tall at 194 cm, the Bora Cool Combi XL delivers an impressive 275 liters of storage, offering 30 liters more than standard-height refrigerators. But it’s not just about capacity—it’s about intelligent design.
– Zoned organization: Flexible partitions make it easy to sort items by category or usage.
– Clear visibility: Transparent fronts ensure you can see everything at a glance.
– Modular features: Includes removable trays that double as cheese covers or serving boards, retractable vegetable drawers, and non-slip bottle surfaces.
– Accessory-friendly: Thoughtfully designed compartments accommodate small containers like sauce jars, keeping everything tidy and accessible.
Every detail is engineered to support a clean, organized, and intuitive kitchen experience.
🧪 Freshness That Lasts with Bora QVAC
Complementing the Cool Combi XL is the Bora QVAC, a discreet yet powerful vacuum sealing system built directly into the worktop. It’s a game-changer for food preservation and flavor enhancement.
– Vacuum seal solid foods in dedicated containers or bags
– Express marinate meats and vegetables in minutes
– Seal bottles with a specialized cap to preserve liquids longer
By extending shelf life and locking in nutrients, the QVAC helps reduce food waste while supporting healthier, more efficient meal planning
IFA Berlin Secures Its Future
The world’s premier showcase for home appliances and consumer electronics, IFA Berlin, is set to remain a cornerstone of the city’s event landscape for years to come. Organizers, including IFA Management GmbH, GFU Consumer & Home Electronics GmbH, Clarion Events Ltd, and Messe Berlin GmbH, alongside Berlin’s Governing Mayor Kai Wegner and Mayor and Senator for Economics, Energy, and Public Enterprises Franziska Giffey, announced during IFA 2025 that the event’s contract has been extended ahead of schedule, securing its place in Berlin until at least 2034.
IFA CEO Leif Lindner expressed enthusiasm about the decision, stating, “Berlin offers a robust trade fair infrastructure, a vibrant environment, and the allure of a global metropolis. We are thrilled with the confidence shown in us and are confident that IFA Berlin will continue to thrive as a success story.”
This extension underscores Berlin’s position as a hub for innovation and industry, ensuring that IFA will keep drawing global exhibitors and visitors to the city for the next decade. With its dynamic setting and world-class facilities, Berlin remains the perfect stage for IFA’s cutting-edge showcases and industry-defining moments.
AEG The Built-in Vacuum Drawer
The Built-in Vacuum Drawer from the new AEG Kitchen Range now includes a responsive touchscreen TFT display, enabling intuitive access to its different features.
The guided navigation makes it easier for the cook to experiment with techniques like sous-vide, as well as allowing for the faster marinating of food, tenderising of meat and many other benefits, such as the fast preparation of pickle or a cold brew coffee, all leading to perfect restaurant-quality results at home.
Vacuum-packed food also lasts longer in the fridge and takes up less space in the freezer, while the lack of air also reduces the risk of frostbite, all resulting in less potential for food waste.
This product is current rolling out across Europe.
Dreame Goes Big: 30+ New Products, One Bold Vision
Dreame’s latest product launch made waves, introducing over 30 innovations spanning smart cleaning, home appliances, personal care, and wellness. While the tech upgrades impressed, the real headline was Dreame’s bold shift—from a single-category smart cleaning brand to a full-fledged smart home ecosystem. This strategic expansion signals Dreame’s intent to redefine how we live, clean, and connect at home.However, Dreame’s entry into the white goods market, including refrigerators, washing machines, and air conditioners, is indeed late. Haier, Midea, and Gree, the three major white goods companies, have already established strong competitive barriers. Tech companies like Xiaomi are also accelerating their penetration through their ecosystems, making it difficult for Dreame to break through
Revolutionizing Laundry: TCL’s SuperDrum Series Wins Gold for Innovation
In a world where smart living meets sustainable design, TCL has once again raised the bar. At IFA 2025, the brand’s SuperDrum Series Washer & Dryer Pair clinched the prestigious Super Drum Technology Innovation Gold Award, a recognition that celebrates not just engineering excellence but a reimagining of what laundry care can be.
🌟 What Makes the SuperDrum Series a Game-Changer?
TCL’s award-winning laundry duo isn’t just about sleek aesthetics—it’s a powerhouse of thoughtful innovation:
– Six Bionic Lifters: Inspired by nature, these lifters mimic the gentle yet effective motion of hand washing. They enhance fabric agitation without compromising garment integrity, ensuring a deep clean that’s kind to your clothes.
– Wave-Patterned Drum: The drum’s unique wave design boosts water flow and drainage, optimizing cleaning performance while reducing wear and tear. It’s a subtle detail with a big impact.
– Water Conservation: Efficiency is built into every cycle. The SuperDrum system minimizes water usage without sacrificing cleanliness, aligning with eco-conscious living.
🧠 Smart Meets Sustainable
This isn’t just a win for TCL—it’s a win for consumers who crave smarter, greener appliances. The SuperDrum Series reflects a growing demand for products that combine high performance, intuitive design, and environmental responsibility.
Whether you’re tackling a mountain of laundry or caring for delicate fabrics, TCL’s SuperDrum Washer & Dryer Pair delivers a professional-grade experience with a gentle touch. It’s proof that innovation doesn’t have to come at the cost of sustainability—it can elevate it.
Liebherr Unveils Next-Gen Refrigeration: Where Sustainability Meets Sophistication
At IFA 2025, Liebherr reaffirmed its commitment to sustainable innovation with a stunning showcase of refrigeration and freezing solutions that blend cutting-edge technology, elegant design, and environmental responsibility. From energy-efficient freezers to customizable wine cabinets, the brand continues to redefine what modern appliances can offer.
🌱 FNXa 522i Freezer: A New Standard in Eco-Conscious Cooling
Leading the charge is the FNXa 522i full-vacuum freezer—an industry-first to earn Cradle to Cradle Certified® Bronze status. Powered by BluRoX technology, it uses vacuum insulation stabilized by perlite (a natural volcanic rock) instead of traditional polyurethane foam. The result? An A energy rating, 30% more storage capacity, and a design built for longevity—every component is repairable, recyclable, and reusable. It’s not just a freezer; it’s a blueprint for the future of sustainable home appliances.
🚪 French Door Range: Design Meets Performance
Liebherr’s new French Door fridge-freezers—winners of both the Red Dot and iF Design Awards—arrive in three sleek series: Pure, Plus, and Prime. Each model offers:
– DuoCooling for independent temperature control and odor prevention
– NoFrost to eliminate ice build-up
– PowerCooling for rapid, even cooling
– FlexDoorSystem for smooth, silent door closure
– VarioTempZone with adjustable freezer temps from -2°C to +14°C
– Water & Ice Center (Plus and Prime) for 24/7 access to chilled water, ice cubes, and crushed ice
Available finishes include BlackSteel, SmartSteel, and the earthy new TerraSteel.
🧊 Side-by-Side Solutions: Freshness at Scale
Liebherr’s Side-by-Side combinations offer expansive storage and advanced preservation systems like:
– BioFresh Professional Drawer with HydroBreeze mist for delicate produce
– InfinitySpring for filtered water straight from the fridge
– IceMaker producing up to 1.6 kg of crystal-clear ice daily
These features are designed for everyday convenience without compromising hygiene or performance.
🍷 Wine Cabinets: Precision Meets Personalization
Whether built-in or freestanding, Liebherr’s wine cabinets cater to connoisseurs and collectors alike. Highlights include:
– Vinidor & Vinidor Selection with FreshAir carbon filters and customizable FlexFit shelving
– GrandCru & GrandCru Selection for optimal aging conditions, featuring:
– TempProtect Plus with dual sensors for thermal stability
– HumiditySelect/HumidityControl to maintain cork integrity
– UVProtect Plus triple-layered glass with Low-E coating to block harmful rays
Sizes range from compact 45 cm units to the towering 213 cm Monolith series.
🏛️ Monolith: The Pinnacle of Preservation
The Monolith line is Liebherr’s crown jewel—where luxury meets functionality. These premium models integrate:
– DuoCooling and NoFrost for optimal freshness
– VarioTempZone for versatile storage
– PowerCooling to maintain consistent temperatures throughout
– Water & Ice Center for round-the-clock hydration and ice
With high-end materials and refined aesthetics, Monolith appliances elevate any kitchen into a space of culinary excellence.
Liebherr’s latest offerings prove that sustainability and style can go hand in hand. Whether you’re a design enthusiast, a tech-savvy homeowner, or a wine lover with a growing collection, there’s a Liebherr solution tailored to your lifestyle.
Whirlpool India: A Strategic Tug-of-War Amid Global Appliance Shifts
Investor AB, the powerful Swedish holding company behind Electrolux and other industrial giants, is backing EQT in a potential takeover of Whirlpool India. While EQT remains the only serious bidder, Whirlpool CEO Marc Bitzer is asking $550–600 million for a 31% stake—an amount that led Bain Capital to walk away.
Despite interest, Whirlpool India faces stiff competition from Chinese and Japanese-Korean brands and lacks presence in premium segments. Tariff protections haven’t delivered results, adding pressure to the deal.
Electrolux may not be changing hands just yet—but the appliance sector is clearly heating up.
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