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Whirlpool expands online footprint in Australia

American appliances brand Whirlpool has announced a new partnership with Appliances Online, which it says will help it become dominant in the online retail space in Australia.

“When I first joined Whirlpool, one of my first remits was to address the sales strategy while driving and strengthening new relationships with the brand locally,” Whirlpool Corporation Oceania managing director Neil Fonesca said.

“This new partnership with Appliances Online is a true reflection of this plan put into action and we are very excited to see it come to fruition.”

While retailers selling bulky goods like appliances and furniture have traditionally been slow to offer items online, disrupters like Appliances Online, Koala and Temple & Webster have disrupted the sector and helped to shift consumer behaviour.

Fonesca noted Appliances Online is well known for its ability to communicate key innovations and address consumer needs while focusing on more than simply price, and are confident the partnership will enable Whirlpool to grow in Australia.

Appliances Online will initially offer Whirlpool’s range of Crisp N’ Grill range of microwaves, which aim to deliver the same results as a traditional oven.


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