Whirlpool 2010 Annual Report Download - page 32

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The story of the Brastemp brand began in 1945 when Bolivian-born Miguel Etchenique
emigrated to São Paulo, Brazil, and founded Companhia Distribuidora Geral Brasmotor
to distribute automobiles in Brazil. When his automobile company partner severed the
relationship, Etchenique saw an opportunity. He and his sons, Antonio and Hugo Miguel,
transitioned the company to refrigerator production, forming the Brastemp brand. Etchenique’s
company would go on to form a partnership with Whirlpool Corporation in 1957 and become
part of Whirlpool Corporation in 1997.
Today, the Brastemp brand is consistently one of the most recognized appliance brands
throughout Brazil. This recognition comes from the brand’s long history of originality and
reputation as an innovation pioneer. Today the Brastemp brand leads all major home appliance
innovations within Brazil and is among the 10 “Top of Mind” brands. In Brazil, the word
Brastemp is synonymous with high quality.
Brastemp products go beyond function to deliver innovative solutions through unique design
and amazing features like the trend-setting inset handle on the new Clean refrigerator. Brastemp
brand recently entered into a new adjacent business with Fly, a stylish broom-shaped vacuum
cleaner, exclusively created by designer Karim Rashid.
In 2011, the Brastemp brand will expand its social network outreach while continuing its focus
on sustainability.
Brastemp
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