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Whirlpool launches Swash

 7 September 2021     HGO Staff 

TORONTO – Whirlpool Canada, one of this country’s largest major appliance resources, is jumping into the added-value category with the introduction of Swash, a new liquid laundry detergent which is currently being sold by a variety of furniture and appliance retailers throughout the country.

A first-ever for Whirlpool, Swash is designed to not only help the consumer clean, but also care for her belongings. The global white goods giant said its Precision Pour Cap dispenses the detergent and its ultra-concentrated formula that gets four times more loads with the same amount of detergent versus a traditional detergent and marks the company's entry into the laundry detergent category.

Among the independent retailers currently selling Swash are Bennett’s Furniture & Mattresses of Peterborough, Ontario and Appliance Advantage of Carlton Place among others. Its also being sold by several national chains such as Leon’s Furniture and Canadian Appliance Source. It also has its own web site at

Whirlpool Canada has launched Swash, its first ever foray into the laundry detergent category. The product is currently being sold through a number of independent, regional and national furniture and appliance retailers across the country.A 32-ounce bottle of Swash – which is said to be enough for 83 loads – currently sells online for $17.99 (plus H.S.T., of course).

“We estimate that Canadians wash a couple billion loads of laundry every year. As experts in the laundry industry, we saw a real need to simplify the laundry process for consumers with a product that makes it easy to get the right amount of detergent and help boost the washer’s ability to fight stains,” Mareike Greve, senior category manager for Swash at Whirlpool Canada, said in a statement.

She acknowledged there are literally scores of laundry detergents available to the consumer, but pointed out to Home Goods Online that few, if any, are actually produced by those who manufacture the washings machines in which they are used.

“We are experts in the laundry industry and we saw a real opportunity to help simplify the laundry journey for our consumers,” she told HGO. “To do more while using less, and to precisely design the best detergents for both your machine and your lifestyle by applying over 100 years of laundry experience.”

The addition of Swash is also part of Whirlpool’s strategy to “deliver an end-to-end consumer laundry experience,” Greve continued, adding, “our holistic approach to product development ensures that our detergents are both incredibly effective yet unbelievably simple to use. Our detergents are formulated to help boost a washer’s ability to fight stains. Whether a retailer currently participates in this complementary category or not, Swash is a great addition to help deliver an end-to-end consumer laundry experience for their customers.”

Whirlpool Canada is a subsidiary of the publicly held Whirlpool Corporation, which produces kitchen and laundry appliances through a brand portfolio that includes Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and Yummly.  In 2020, the company reported approximately US$19 billion in annual sales, with some 78,000 employees and 57 manufacturing and technology research centres.

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Home Goods and its accompanying newsletter - HGO This Week - covers the furniture, bedding, appliances, consumer electronics, accessories, lamps and lighting and floor coverings product sectors of the big ticket home goods market in Canada. HGO is also a forum for the dissemination of market research and hard-hitting articles on best practices for Canadian retailers.

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