01. Profile
and history


Whirlpool Latin America is one of the leaders in home appliances in Latin America and offers, through seven renowned brands, refrigerators, freezers, ranges, washers and dryers, dishwashers, microwave ovens, air conditioners and water filters, in addition to selling electric ovens, evaporative coolers, range hoods, kitchen accessories, vacuums and portable appliances, such as mixers and blenders. image-1 Click here for addresses of the plants in the map.



WHIRLPOOL’S HISTORY in Brazil began with the formation of Multibrás S.A. Indústria de Aparelhos Domésticos, in São Paulo, with the main purpose of selling Brastemp brand products. The brand had a great reception in the market and expanded significantly, and became Brastemp S.A. Aparelhos Domésticos e Comerciais in 1972.

DNA of Innovation: In the 1950s, Brastemp launched the first automatic washing machines with the pioneering agitation and spinning washing system, still currently in use. At the time, Consul also created Consul Junior, the “father” of the current minibar. In the 1960s, Brastemp launched its first range, and the first Brazilian dryer and double-door refrigerator.


MULTIBRÁS ACQUIRED important ownership interest in the competitor Consul S.A., manufacturer of refrigerators, with headquarters in the city of Joinville (state of Santa Catarina). Consequently, the Company began to hold interest in the Empresa Brasileira de Compressores S.A. — EMBRACO, Consul’s affiliated company that produces compressors, an essential component in the manufacturing of refrigerators.

DNA of Innovation: In the 1970s, Consul launched the first air conditioner manufactured in Brazil, and Brastemp brought to the market the first dishwasher and upright freezer in Brazil.


MULTIBRÁS ACQUIRED ALL shares representing the controlling interest in Semer S.A., a notable manufacturer of popular ranges located in the city of São Paulo.

DNA of Innovation: In the 1980s, Brastemp introduced to the consumer the first frost-free refrigerator and the self-cleaning oven.


MULTIBRÁS OPENED the washing machine manufacturing plant in the city of Rio Claro (state of São Paulo).


BRASTEMP DA AMAZÔNIA WAS ESTABLISHED to manufacture microwave ovens.


MULTIBRÁS WENT PUBLIC on the São Paulo Stock Exchange and incorporated Consul S.A. and Semer S.A. into one sole controlling company, becoming the largest home appliance company in Latin America.


MULTIBRÁS’ CONTROLLING INTEREST WAS ACQUIRED by Whirlpool Corporation, which undertook manufacturing and sales operations of major home appliances for the Latin America.


MULTIBRÁS ACQUIRED Philips’ major home appliance business in Chile, which changed its name to Whirlpool Chile Ltda., consolidating its presence in Latin America.


WHIRLPOOL CORPORATION ACQUIRED ninety-eight per cent (98%) of Multibrás S.A.’s capital stock through public offering.


THE COMPANY ABSORBED ALL EMBRACO shares. It also changed its corporate name from Multibrás Eletrodomésticos to Whirlpool S.A.

DNA of Innovation: During the 1900s and 2000s, the brands tightened relations with consumers and launched new categories of more efficient products with innovative designs, so as to meet modern consumer’s growing needs.


In 2014, BRASTEMP LAUNCHED B.blend, the first all-in-one multi-drink capsules dispenser in Brazil, which promises to bring about a revolution in the way people prepare beverages at home. There are more than 20 types of drinks to the touch of a button, carbonated or non-carbonated, cold or hot: juices, nectars, sodas, energy drinks, iced teas, teas, coffees, chocolates, frapês and non alcoholic drinks.

Read more about B.blend www.bblend.com.br.