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Whirlpool Case Report Whirlpool Case ReportOverview The Whirlpool brand was launched into the market in 1948. The company was originally founded in 1911 under the name “The Upton Machine Co.” in St. Joseph, Michigan. The company began its ventures producing an electric motor-driven wringer washer. After merging with “The Nineteen Hundred Washer Company”, Whirlpool began manufacturing.