Whirlpool Corporation is navigating turbulent waters as it faces mounting financial and operational headwinds. The appliance giant’s Q2 2025 earnings fell short of analyst expectations, driven by continued weakness in North American demand and profit margins hovering near decade-long lows—despite aggressive cost-cutting measures.
The company’s strategic pivot toward innovation and premium product offerings has yet to counterbalance growing affordability concerns and broader cyclical risks. Rising debt levels and a strained balance sheet have further intensified investor caution, prompting a recent ‘sell’ rating from market analysts.
While Whirlpool remains committed to long-term transformation, the current economic climate poses significant hurdles. For industry watchers and stakeholders, the coming quarters will be critical in assessing whether the brand can regain momentum or if deeper structural shifts are needed.
Kärcher Pushes Boundaries with Smart Cleaning Tech
Kärcher is redefining home cleaning with a wave of robotics and smart appliances.
🪟 Window Robots: RCW 2 & RCW 4
Launching in late 2025, these glass-cleaning robots tackle bay windows and tricky corners.
– RCW 2: Oval design for smooth mobility
– RCW 4: Square shape with 4 sensors for precision corner cleaning
Both models use suction and dual safety cables for secure operation.
🧹 Floor Robots: Tailored for Every Task
– RVF 7: Vacuums and scrubs with rollers
– RVM 4: Uses pads for gentle cleaning
– RVC 3: Traditional vacuuming with auto-emptying
🚀 Stick Vacuums: Smarter, Lighter
– VCS 3 Nano Complete: Dirt sensor adjusts suction automatically
– 2026 Models: USB-C charging, digital modes, foldable design, full accessories
💧 FCV Series: 3-in-1 Power
The FCV 3 and FCV 4 combine vacuuming, washing, and drying with multiple cleaning modes—designed to simplify daily routines without sacrificing performance.
Kärcher’s innovation strategy, backed by influencer campaigns and digital activations, keeps it ahead in a fast-evolving market.
Xiaomi Expands Globally with Smart Mijia Appliances
Xiaomi is stepping boldly into the international home appliance market with the global rollout of its Mijia product line—featuring a smart refrigerator, washer-dryer, and air conditioner—all seamlessly integrated into its “Human x Car x Home” ecosystem. These devices are designed for centralized control via the Xiaomi Home app, offering users a unified smart living experience.
🧊 Mijia Cross Door 502L: Smart Cooling for Modern Kitchens
At the heart of Xiaomi’s kitchen offering is the Mijia Cross Door 502L refrigerator. With a generous 502-liter capacity and multiple independently adjustable temperature zones, it’s tailored for families needing flexible food storage. The iFresh zone allows precise temperature control between -1°C and 5°C, while Super Cool and Super Freeze functions adapt to varying storage needs.
Ag⁺ freshness technology helps neutralize odors and inhibit bacterial growth, and the 90-degree door design ensures easy access—even when placed near walls. Smart alerts via the Xiaomi Home app notify users if the door remains open for more than two minutes, helping prevent food spoilage. Dual inverter technology delivers quiet performance and energy efficiency, while built-in Wi-Fi enables remote temperature management.
🧺 More Smart Solutions: Washer-Dryer & Air Conditioning
The Mijia lineup also includes the Mijia Pro 9 kg front-loading washer-dryer and a series of air conditioners, all designed to integrate effortlessly into Xiaomi’s smart ecosystem. These additions reinforce the brand’s commitment to intelligent, connected living.
APPLiA Warns Against U.S. Tariffs on European Appliances
APPLiA – Home Appliance Europe has raised concerns over the U.S. expansion of Section 232 tariffs, now covering appliances like washing machines, refrigerators, and dishwashers. The 50% steel levy, intended to boost national security and domestic production, risks damaging transatlantic supply chains and raising consumer prices.
📉 A 2023 U.S. report showed that while metal output rose by $2.25B, downstream manufacturing fell by $3.48B. Previous appliance tariffs cost U.S. consumers $1.5B for just 1,800 jobs—over $800K per job.
📈 EU exports of major appliances to the U.S. grew 23% from 2018 to 2024, creating a trade surplus. APPLiA warns that global tariffs could divert goods to the EU, hurting local manufacturers.
🇪🇺 APPLiA urges the European Commission to oppose these tariffs, defend EU industry, and promote fair, rules-based trade rooted in WTO principles.
Meet the Blueair Sleep Collection
Imagine waking up refreshed, breathing cleaner air, and feeling truly restored. The new Blueair Sleep Collection isn’t just about better air—it’s about transforming your entire sleep experience.
🌅 Mini Restful™ Sunrise Air Purifier Clock
Say goodbye to groggy mornings. This compact powerhouse purifies your air while you sleep and gently wakes you with a simulated sunrise. It’s the perfect blend of wellness and smart design.
💧 DreamWell™ Humidifier
Hydration meets serenity. The DreamWell™ delivers quiet, consistent moisture plus optional aromatherapy—ideal for calming your senses and balancing your environment.
Big moves at Beko: Balcıoğlu takes global strategy reins, Garzanli stays CEO of Beko Europe
Effective October 1, 2025, Mehmet Ragip Balcıoğlu has stepped into the role of Deputy General Manager of Global Marketing and Strategy. Formerly Deputy General Manager of European Commercial Sales and CEO of Beko Europe, Balcıoğlu brings a wealth of experience in international sales, commercial operations, and brand marketing. In his new position, he will spearhead the development of our global brand strategy and oversee the management of our diverse portfolio of 22 brands worldwide.
Meanwhile, Akin Garzanli—who has successfully led global marketing initiatives as Chief Marketing Officer for the past three years—will continue to serve as Deputy General Manager of European Commercial Sales and CEO of Beko Europe, ensuring continuity and strategic alignment across key markets.
This leadership evolution marks a significant step in strengthening our global presence and driving long-term brand growth.
Gorenje Earns Platinum EcoVadis Award, Cementing Hisense Europe’s Sustainability Leadership
In a landmark achievement for 2025, Hisense Europe—through its Gorenje brand—has secured the highest possible rating in the annual EcoVadis sustainability assessment, earning the prestigious Platinum award. This recognition places Gorenje in the top 1% of over 150,000 companies evaluated globally, underscoring its position as a trailblazer in responsible and sustainable business practices.
🏆 What the Platinum Rating Means
EcoVadis is one of the world’s most trusted platforms for rating corporate sustainability, assessing companies across four key pillars:
– Environmental impact
– Labor and human rights
– Ethics
– Sustainable procurement
Gorenje’s Platinum status signals exceptional performance across all categories, reflecting not just compliance but leadership in embedding sustainability into every layer of its operations.
🔧 Sustainability as Strategy, Not Slogan
This milestone isn’t just a badge—it’s a testament to Hisense Europe’s long-term commitment to sustainability as a strategic imperative. From energy-efficient appliance design to ethical supply chain management, Gorenje continues to push the boundaries of what responsible manufacturing looks like in the whitegoods sector.
🌱 Why It Matters for the Industry
As consumers and regulators demand greater transparency and accountability, recognitions like EcoVadis Platinum are more than accolades—they’re indicators of future readiness. Gorenje’s achievement sets a benchmark for appliance manufacturers worldwide, proving that innovation and sustainability can—and must—go hand in hand.
📣 Final Thoughts
At WhitegoodsNow, we celebrate brands that don’t just follow trends but lead with purpose. Gorenje’s Platinum rating is a powerful reminder that sustainability isn’t a checkbox—it’s a competitive advant
Europe’s Laundry Habits Are Getting Smarter — and Faster
Across Europe, laundry routines are evolving. A remarkable 58% of wash cycles now finish in under 90 minutes, with one in three wrapping up in less than an hour. And here’s the bonus: lower temperatures are becoming the norm — a win for both your wardrobe and energy savings.
⏰ Morning Loads Lead the Way
When do most people hit ‘start’ on the washing machine? Before noon. In fact, 54% of the 15,000 Europeans we surveyed prefer to do laundry in the morning. It’s no surprise — with hybrid work schedules and jam-packed mornings, speed and efficiency are more essential than ever.
✨ Quick Doesn’t Mean Compromise
Think fast cycles mean sacrificing cleanliness? Think again. Electrolux’s UltraQuick 49-minute program uses smart pre-mixing technology to deliver top-tier stain removal — all in under an hour at just 30°C.*
📊 Want More Insights?
Dive deeper into the data and discover how laundry habits are shifting across the continent in the full Truth About Laundry Report.
https://admin.betterlivingprogram.com/wp-content/uploads/2025/08/Truth-About-Laundry-2025.pdf
Gaggenau Redefines Kitchen Architecture with Vario Expressive Expansion
Gaggenau’s expansion of the Vario Expressive series is a masterclass in blending technology with architectural elegance. Here’s a breakdown of what makes this launch so compelling:
🧊 Modular Luxury Meets Design Philosophy
– Eleven new models span refrigerators, freezers, fridge-freezer combos, and wine cabinets.
– Each unit is modular, allowing for standalone installation or seamless side-by-side integration.
– This flexibility supports contemporary kitchen architecture, where appliances are part of the design narrative—not just functional add-ons.
🚪 Seamless Integration & Visual Harmony
– Handleless doors and flush surfaces eliminate visual clutter.
– Interiors are carefully structured, emphasizing symmetry and flow.
– The appliances are designed to resemble high-end furniture, elevating them to architectural elements.
🎨 Material Palette & Interior Aesthetics
– A restrained mix of dark brushed stainless steel, anthracite aluminum, and glass creates a calm, cohesive look.
– The palette supports a harmonious atmosphere, ideal for minimalist or modern interiors.
🍷 Specialized Functionality
– The inclusion of wine cabinets signals attention to lifestyle and luxury.
– These units likely feature precision climate control and elegant display options, aligning with Gaggenau’s reputation for performance and refinement
Bosch’s Microplastic Filter: A Smarter Way to Protect Our Waterways
Did you know that every time you wash synthetic clothes—like polyester, nylon, or acrylic—tiny plastic particles are released into the water? These microplastics are too small to be captured by standard wastewater treatment systems, meaning they often end up in rivers, oceans, and eventually, our ecosystems.
Bosch, a leader in sustainable innovation, has developed a game-changing solution: the WMZMPF10 Microplastic Filter, designed to dramatically reduce microplastic pollution from laundry.
✅ 97% Filtration Efficiency
This advanced filter captures:
– Microplastic particles
– Natural fibers
– Hair
– Detergent residue
All without the need for replacement cartridges or extra maintenance. It’s a powerful way to keep your laundry routine clean—and your conscience even cleaner.
🔄 Self-Cleaning Convenience
Thanks to its smart self-cleaning system, the Bosch filter stays effective for up to 6 weeks or 20 wash cycles before needing to be emptied. When it’s full, simply dispose of the collected waste using the included spatula—quick, hygienic, and hassle-free.
🛠️ Universal Fit & Easy Installation
The WMZMPF10 is compatible with all standard washing machines. Setup is simple:
– Mount it 10 cm above the water inlet
– No drilling required
– Scan the QR code for a step-by-step installation guide
🌍 Why It Matters
Microplastics are a growing environmental concern. By adding Bosch’s microplastic filter to your laundry setup, you’re taking a proactive step toward cleaner water and a healthier planet.
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