Amana Repositioned As An 'Affordable Luxury'

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Benton Harbor, Mich. — Whirlpool is repositioning its venerable Amana brand under the banner of “affordable luxury.”

According to brand manager Brandon Buckingham, consumer studies and marketplace analysis indicated an untapped opportunity for stylish yet price-competitive appliances within independent and national dealer channels.

To that end, the company is offering a series of platforms that meet those criteria, including:

  • the top-mount Amana Jot refrigerator (suggested retail $549) with a dry-erase finish that allows consumers to draw pictures or write messages directly on the door panel;
  • a series of stainless-steel kitchen suites with an opening price point of $1,449;
  • a full- capacity front-load laundry pair priced under $600 each at retail; and
  • a line of colorful top-mount refrigerators, presently available in lipstick red, that is priced to retail for $549.

Products in the pipeline include a pint-sized, egg-shaped washer designed specifically for undergarments, and a top-mount refrigerator with a beverage can dispenser.

Interior designer and TV personality Thom Filicia, left, with Amana brand manager Brandon Buckingham and the Jot refrigerator line.

To promote the new brand positioning, Amana has enlisted interior designer Thom Filicia of The Style Network’s “Dress My Nest” and NBC/Bravo's “Queer Eye for the Straight Guy” TV series.

Filicia will serve as Amana’s “brand ambassador” and is offering design tips to consumers through a series of podcasts, videos and articles at


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