Whirlpool UK Appliances Limited has announced the appointment of John Cohring to Commercial Director, overseeing all commercial activities in the UK.

John joined Whirlpool UK Appliances Limited as Channel Director in 2014 and has over 17 years of experience in the appliance business, across small and major domestic appliances, and audio.

Responsible for all commercial activities at Whirlpool UK Appliances Limited including the hierarchy of the four brands that are part of Whirlpool UK: KitchenAid, Whirlpool, Hotpoint and Indesit.  John comments: “This is a superb opportunity and I am keen to bring my experience, expertise and energy to the business, driving the company through the ever-changing retail landscape.

“With the strong portfolio of brands, and a high level of investment in innovation, we are looking forward to working closely with independent electrical retailers and kitchen specialists, our retail trade partners, and to engage and communicate effectively with the shopper and consumer at every touch point.

“My new role is exciting and challenging, at a time when retail space has never been so important.  Online is growing and is certainly here to stay, but we know that in the last ten yards, leading up to the sale, the consumer still wants to see, touch and feel an appliance prior to purchase.  It is Whirlpool UK’s continuing priority, and objective, to support our trade partners every step of the way to maximise sales opportunities.”

Andrzej Tuleja, General Manager, UK and Ireland, Whirlpool UK Appliances Limited, says: “We wish John much success in his new appointment and I have great confidence that his skills, energy, and enthusiasm will be a huge credit to John during his transition. We have four very strong brands in our UK portfolio, with which we’re committed to driving value for our customers, partners and stakeholders, and I look forward to seeing John use his experience to continue to push this forward.”