Direct-to-Consumer: Whirlpool Corp's Certified Refurb Strategy
From Circularity.fm by Patrick Hypscher
March 10, 2026 · 50 min · Episode 89
About this episode
The episode discusses Whirlpool's certified refurbishment program for major appliances and its direct-to-consumer sales 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…
People in this episode
Host: Karel J. Golta
Guests: Samantha Truesdell, Caio Doranti
Topics covered
- certified refurbishment
- circular economy
- direct-to-consumer
- sustainability
- business model innovation
Keywords
- Whirlpool
- certified refurb
- circular business model
- sustainability
- direct-to-consumer
Sponsors
INDEED Innovation
Mentioned in this episode
Organizations: Whirlpool Corporation
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