Whirlpool Sues Kenwood over KitchenAid Stand Mixer

Whirlpool Corporation, Whirlpool Properties and KitchenAid Europa have announced legal action against Kenwood Limited, a wholly owned subsidiary of De' Longhi S.p.A., of Italy, for infringement of the shape of the KitchenAid stand mixer, which is a registered trademark.

The lawsuit, filed in the High Court of Justice in London, England, states that Kenwood willfully copied, and now infringes the trademark shape of the KitchenAid stand mixer, which has been in use since 1937. Whirlpool is seeking an injunction to prevent Kenwood from continuing the sale of its kMix mixer in the European Union, as well as damages. In the last several years, Whirlpool Corporation has taken action more than 80 times for infringement of the well-recognised shape, and has been successful in every instance.

Whirlpool Corporation owns this mixer shape trademark in numerous countries around the world, such as the United States, Canada, European Union, France, Germany, Italy, Benelux and Australia.

‘From world class chefs to consumers around the globe, the KitchenAid stand mixer is renowned as a symbol of excellence in performance and design,’ said Brian Maynard, director, brand marketing, KitchenAid. ‘Its unique shape has been granted a registered trademark by the U.S. and other governments, which means the shape - even without usage of the KitchenAid brand name - is protected by law. We are acting to prevent consumer confusion and unfair advantage being taken of the distinctive KitchenAid shape. We will vigorously protect this trademark, as we have time and time again, and fully expect to prevail as we have in every prior case.’

Whirlpool Corporation is the world's leading manufacturer and marketer of major home appliances, with annual sales of approximately $19 billion, more than 73,000 employees, and more than 70 manufacturing and technology research centres around the world. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht and other major brand names to consumers in nearly every country around the world. Additional information about the company can be found at http://www.whirlpoolcorp.com.

Since the introduction of its legendary stand mixer in 1919 and first dishwasher in 1949, KitchenAid has built on the legacy of these icons to create a complete line of products designed for cooks. From countertop appliances to cookware, ranges to refrigerators, and whisks to wine cellars, KitchenAid now offers virtually every essential for the well-equipped kitchen. To learn why chefs choose KitchenAid for their homes more than any other brand*, visit http://www.KitchenAid.com.

*Based on a September 2007 survey, KitchenAid was found to be the home kitchen appliance brand chosen most often by members of the International Association of Culinary Professionals.