Direct-to-Consumer: Whirlpool Corp's Certified Refurb Strategy

How do you build a successful certified refurb program for major appliances? In this episode, Samantha Truesdell, Enterprise Circularity and Climate Strategy Manager, and Caio Doranti, Global Sustainability Senior Manager at Whirlpool Corporation, explain how Whirlpool launched a certified refurbishment program for large home appliances, selling returned units direct to consumer through brand websites. The episode is co-hosted by Karel J. Golta, Executive Director at INDEED Innovation. The conversation looks at how Whirlpool evaluated circular business model opportunities and why certified refurb was selected as one of the first to execute. What you'll hear in this episode: • Whirlpool's enterprise circularity framework and the criteria used to evaluate and prioritize circular business models • How the certified refurb program works, from returned unit inspection and grading to resale through direct-to-consumer channels • The revenue case for certified refurb and how the direct-to-consumer model affects margin The episode also covers internal stakeholder alignment, pilot-phase KPIs, and what Whirlpool expects to learn as geographic coverage expands in phase two. This is the third episode in the series Irresistible Circular Business, sponsored by INDEED Innovation, the Global Design and Innovation Firm pioneering the Circular Economy. The series showcases business practices that deliver irresistible commercial and circular results, with examples from different industries across different R-strategies.