Last updated
Kitchenaid logo.svg
Product type Kitchenware
Owner Whirlpool Corporation
Country United States
Introduced1919;101 years ago (1919)
by Hobart Corporation
Related brandsWhirlpool Corporation (Appliances)
Lifetime Brands, Inc. (gadgets)
Meyer Corporation (cookware & bakeware)
Previous owners Hobart Corporation
Ambassador(s)Whirlpool Corporation (Appliances)
Lifetime Brands, Inc. (gadgets)
Meyer Corporation (cookware & bakeware)
TaglineFor the way it's made.
Website Official website

KitchenAid is an American home appliance brand owned by Whirlpool Corporation. The company was started in 1919 by The Hobart Manufacturing Company to produce stand mixers; the "H-5" was the first model introduced. The company faced competition as rivals moved into this emerging market, and introduced its trademarked silhouette in the 1930s with the model "K", the work of designer Egmont Arens. The brand's stand mixers have changed little in design since, and attachments from the model "K" onwards are compatible with the modern machines.


Dishwashers were the second product line to be introduced, in 1949. A late 1980s promotional campaign on the back of an expansion by retailer Williams Sonoma saw brand awareness double in three years.


A prototype KitchenAid Model A "Kaidette" stand mixer, produced in the 1930s Antique KitchenAid.jpg
A prototype KitchenAid Model A "Kaidette" stand mixer, produced in the 1930s

The idea of a stand mixer was formulated by Herbert Johnston, an engineer working at the Hobart Corporation. He had been inspired after seeing a baker mix dough, and thought that there must be a better way of doing the task. In 1914, development began, and soon the model "H" mixer was launched for industrial work. The U.S. Navy ordered mixers for two new Tennessee-class battleship, California and Tennessee, as well as the U.S. Navy's first dreadnought battleship, South Carolina. In 1917, Hobart stand mixers became standard equipment on all U.S. Navy ships, prompting development to begin on the first home models. [1]

A modern KitchenAid stand mixer White KitchenAid mixer (KSM150PSWH).jpg
A modern KitchenAid stand mixer

The first machine to carry the KitchenAid name was the ten-quart C-10 model, introduced in 1918 and built at Hobart's Troy Metal Products subsidiary in Springfield, Ohio. [2] Prototype models were given to the wives of factory executives, and the product was named when one stated "I don't care what you call it, but I know it's the best kitchen aid I've ever had!" They were initially marketed to the farmhouse kitchen and were available in hardware stores. [3] But owing to the difficulty in convincing retailers to take up the product, the company recruited a mostly female sales force, which sold the mixers door-to-door. [1] The C-10 machine was also marketed heavily toward soda fountains and small commercial kitchens, and was also sold under the FountainAid and BakersAid model names. [4]

In 1922, KitchenAid introduced the H-5 mixer as its new home-use offering. [5] The H-5 mixer was smaller and lighter than the C-10, and had a more manageable five-quart bowl. The model "G" mixer, about half the weight of the "H-5" was released in August 1928. [6] In the 1920s, several other companies introduced similar mixers, and the Sunbeam Mixmaster became the most popular among consumers until the 1950s. [7]

KitchenAid mixers remained popular, and in the late 1930s, the factory would completely sell out its products each Christmas. The factory was closed for the duration of World War II. After the war, production started up again in 1946 when the factory moved to Greenville, Ohio, to expand capacity. [1]

Model "K", which introduced the trademarked KitchenAid silhouette KitchenAid Model K.jpg
Model "K", which introduced the trademarked KitchenAid silhouette

The product range expanded beyond stand mixers for the first time in 1949, when dishwashers were introduced. [3]

In 1985, the company purchased the Chambers Company to incorporate its range of cookers into the KitchenAid brand. [1] After being cleared by a Federal appeals court in January 1986, Whirlpool Corporation was cleared to purchase KitchenAid for $150 million, after initial complaints regarding competition from dishwasher manufacturers White Consolidated Industries and Magic Chef were dismissed. [8] [9] Refrigerators were added to the product line later in 1986. [1] The company used the popularity of celebrity chefs during the late 1980s to seize the chance to expand its customer range. In 1988, retailer Williams Sonoma was opening new stores across the United States and released a cobalt blue stand mixer for the company. Although the retailer had been carrying KitchenAid products since 1959, the new stores introduced the mixers to a wider range of home cooks. This combined with a change in marketing strategy for KitchenAid, which resulted in a doubling of brand awareness over the course of the following three years.

KitchenAid began manufacturing blenders and other small appliances in the mid-1990s. The brand was further promoted by sponsoring the PBS show Home Cooking, and by introducing the mixers to television chefs such as Julia Child and Martha Stewart. Following the success with Williams Sonoma, specific points of purchase were set up in department stores such as Kohl's and Macy's. Specific color mixers were released for specific retailers or to benefit charities, such as a pink mixer released to raise funds for breast cancer research or mixers sold at Target stores being available in that company's signature shade of red. The ProLine range of appliances was launched in 2003 with an initial six-month exclusivity agreement with Williams Sonoma. [10]

Design and manufacturing

KitchenAid stand mixers at Australian department store MYER KitchenAid MYER Sydney City 2013.jpg
KitchenAid stand mixers at Australian department store MYER

Egmont Arens was hired in the 1930s to design a low-cost series of mixers. This resulted in the production of the KitchenAid Model "K" which showed streamlined lines for the first time, and the KitchenAid standard design has remained relatively unchanged since then. [11] The silhouette has since been made a registered trademark with the U.S. Patent and Trademark Office. [11] In 1997 the San Francisco Museum of Modern Art selected the KitchenAid stand mixer as an icon of American design. There is an attachment hub on the front of each mixer. Every KitchenAid mixer since the introduction of the Model "K" has allowed for cross-generational attachment compatibility, meaning that attachments from the 1930s can be used on modern mixers, and vice versa. Note that this cross-generational compatibility extends only to attachments powered through the hub. Other accessories (beaters, bowls, etc.) are not necessarily compatible even across similar models in production at the same time (for example, not all current production six-quart bowl-lift mixers use the same accessories). [12] Initially the mixers were only available in white; a range of four colors was introduced in 1955. [11]

Today, some KitchenAid products are manufactured in Ohio, South Carolina, Iowa, Mississippi, Indiana, Arkansas, Ontario, and Quebec while others are manufactured in China, [13] and its appliances are distributed throughout North America. All KitchenAid stand mixers are assembled in its factory in Greenville, Ohio. The die-cast parts of the machines come from various manufacturing plants around the world and are hand worked to remove imperfections on the metal cases. A factory tour, known as the "KitchenAid Experience" is conducted by the assembly line workers. [14]

Food and retail expansion

In March 2016, KitchenAid announced that it would offer a line of food mixes with a Michigan food company, Franzese USA, Inc.. [15] In their press release, KitchenAid states, “Considering that tens of millions of American kitchens are outfitted with our stand mixers, we’re confident that these mixes will become a staple in many pantries.” [16]

Related Research Articles

Electrolux AB is a Swedish multinational home appliance manufacturer, headquartered in Stockholm. It is consistently ranked the world's second largest appliance maker by units sold after Whirlpool.


The Maytag Corporation is an American home and commercial appliance brand owned by Whirlpool Corporation after the April 2006 acquisition of Maytag.

The Hoover Company

The Hoover Company is a vacuum cleaner company founded in Ohio in the US. It also established a major base in the United Kingdom; and, mostly in the 20th century, it dominated the electric vacuum cleaner industry, to the point where the Hoover brand name became synonymous with vacuum cleaners and vacuuming in the United Kingdom and Ireland. Hoover was part of the Whirlpool Corporation, but was sold in 2006 to Techtronic Industries for $107 million. Hoover Europe/UK split from Hoover US in 1993, and had previously been acquired by Techtronic.

White-Westinghouse is an American home appliance brand currently used under license by trademark owner Westinghouse Electric Corporation. It was created in 1975 when White Consolidated Industries bought the Westinghouse Electric Corporation's major appliance business. White Consolidated Industries was in turn acquired by Electrolux in 1986.

Whirlpool Corporation American multinational manufacturer and marketer of home appliances

The Whirlpool Corporation is an American multinational manufacturer and marketer of home appliances, headquartered in Benton Charter Township, Michigan, United States. The Fortune 500 company has annual revenue of approximately $21 billion, 92,000 employees, and more than 70 manufacturing and technology research centers around the world.

Mixer (appliance)

A mixer, depending on the type also called a hand mixer or stand mixer, is a kitchen device that uses a gear-driven mechanism to rotate a set of "beaters" in a bowl containing the food or liquids to be prepared by mixing them.

Sunbeam Products American brand of electric home appliances

Sunbeam Products is an American brand that has produced electric home appliances since 1910. Its products have included the Mixmaster mixer, the Sunbeam CG waffle iron, Coffeemaster (1938–1964) and the fully automatic T20 toaster.

The Amana Corporation is an American brand of household appliances. It was founded in 1934 by George Foerstner as The Electrical Equipment Co. in Middle Amana, Iowa, to manufacture commercial walk-in coolers. The business was later owned by the Amana Society and became known as Amana Refrigeration, Inc. It is now owned by the Whirlpool Corporation.

Fisher & Paykel

Fisher & Paykel is a major appliance manufacturer which is a subsidiary of Chinese multinational home appliance manufacturer Haier. It is based in East Tamaki, New Zealand.

Kenwood Chef

The Kenwood Chef is a food mixer developed by Ken Wood in Britain. It is a single machine with a number of attachments that allow it to perform many functions. The Chef, based on the earlier A200, was introduced in 1950. Kenwood mixers, along with most other Kenwood products were originally manufactured in the UK by Kenwood Limited. The Chef Mixer was an instant success in the UK and is still Kenwood's top seller today.

Toastmaster (appliances)

Toastmaster is a brand name for home appliances. It was originally (1921) the name of one of the world's first automatic electric toasters for home use, the Toastmaster Model 1-A-1. Since then the Toastmaster brand has been used on a wide range of small kitchen appliances, such as coffeemakers, waffle irons, toasters, and blenders.

The Hobart Corporation is an American subsidiary type company and a mid-market provider of commercial grocery and foodservice equipment. The company manufactures food preparation machines for cutting, slicing and mixing, cooking equipment, refrigeration units, warewashing and waste disposal systems, and weighing, wrapping, and labeling systems and products. Hobart is an international company with manufacturing plants in the US, Brazil, Canada, China, France, Germany, Italy, and the UK.

GE Appliances Brand of appliance, now owned by Haier And KKR (10%

GE Appliances is an American home appliance manufacturer based in Louisville, Kentucky. It has been majority owned by Chinese firm Haier since 2016. It is one of the largest appliance companies in the United States and manufactures appliances under several brands, including GE, GE Profile, Café, Monogram, Haier and Hotpoint. The company also owns FirstBuild, a global co-creation community and state-of-the-art micro-factory on the University of Louisville's campus in Louisville, Kentucky. Another FirstBuild location is in South Korea, and a FirstBuild location in India opened its doors in 2019.

The Chambers stove is a generic name for several different kitchen cooking appliances sold under the Chambers brand name from 1912 to approximately 1988. Their ranges and stand-alone ovens were known for their patented insulation methods, which enabled them to cook on retained heat with the fuel turned off.

Colston was a British electrical appliance manufacturer, founded by ex-Hoover director Sir Charles Colston in 1955, that made compact dishwashers.

JennAir is a Benton Harbor, Michigan-based designer and manufacturer of household appliances and fixtures.

Fulgor Milano

FULGOR Milano is a registered trademark of Meneghetti S.p.a., an Italian manufacturer of premium major appliances and ceramic glass grills. Fulgor's global headquarters are located in Gallarate, Italy; roughly 25 miles north of Milan in Italy's Lombardy Region. The company's products compete with those made by companies Bosch, Dacor, Miele, Viking Range, Asko, or Smeg.

Established in 1906, Winning Appliances is a fourth-generation Australian family owned and run kitchen and laundry specialist. The company operates seven showrooms in New South Wales, two in Queensland, two in Victoria, three in Western Australia and one in the Australian Capital Territory.

Bauknecht, formally Bauknecht Hausgeräte GmbH, was one of Germany's leading manufacturers of household appliances, and since 1989 has been a brand of Whirlpool Corporation. The headquarters of the company was formerly in Schorndorf in Baden-Württemberg until 2006 when it relocated to Stuttgart. Whirlpool has closed its three plants in Calw, Neunkirchen (dishwashers) and Schorndorf. Since 2012 all Bauknecht branded products have been manufactured outside Germany.

IFB Home Appliances

IFB Home Appliances is a division of IFB Industries Ltd which provides products and services across a range of product categories. It has its manufacturing location in Kolkata, and VernaIndia. The company has a chain of ~530 retail outlets called ‘IFB Point’.


  1. 1 2 3 4 5 "Ninety Years of Quality" (PDF). KitchenAid. Archived from the original (PDF) on 27 October 2011. Retrieved 26 January 2012.
  2. Hobart Manufacturing Company. "The KitchenAid", The Hobartizer , Troy, Ohio, May 1918.
  3. 1 2 Danziger, Pamela N. (2005). Let Them Eat Cake. Chicago: Dearborn Trade Publishing. pp. 29–30. ISBN   978-0-7931-9307-3.
  4. Hobart Manufacturing Company. The Hobartizer , Troy, Ohio, 1918-1922.
  5. Hobart Manufacturing Company. "The New Electric KitchenAid", The Hobartizer , Troy, Ohio, May 1922.
  6. Hobart Manufacturing Company. "KitchenAid- Electrical Food Preparer for the Home", The Hobartizer , Troy, Ohio, August 1928.
  7. Cole, David J.; Browning, Eve; Schroeder, Fred (2003). Encyclopedia of Modern Everyday Inventions. Westport, Conn: Greenwood Press. p. 171. ISBN   978-0-313-31345-5.
  8. "Whirlpool Cleared To Buy Kitchenaid". The New York Times. 30 January 1986. Retrieved 26 January 2012.
  9. "Whirlpool Amends Kitchenaid Plan". The New York Times. 2 July 1985. Retrieved 2018-11-28.
  10. Vogel, Craig; Cagan, Jonathan; Boatwright, Peter (2005). The Design of Things to Come: How Ordinary People Create Extraordinary Products. Upper Saddle River, N.J.: Wharton School Publishers. p. 10. ISBN   978-0-13-186082-7.
  11. 1 2 3 Lidwell, William (2009). Deconstructing Product Design. Beverly, Mass.: Rockport Publishers. p. 180. ISBN   978-1-59253-345-9.
  12. "Flat Beaters - Stand Mixer Accessories". 2013. Retrieved October 9, 2013. you can use the chart below to ensure you get the correct Flat Beater for your KitchenAid mixer
  13. "KitchenAid Reply to Question about Country of Manufacture". Archived from the original on 12 June 2013. Retrieved 14 Jun 2020.
  14. Axelrod, Karen; Brumberg, Bruce (2006). Watch it Made in the U.S.A. Emeryville, CA: Avalon Travel. p. 198. ISBN   978-1-59880-000-5.
  15. "New Gelato and Pasta Mixes for KitchenAid Stand Mixers" (PDF). KitchenAid. Retrieved 7 March 2016.
  16. "Franzese Partners with KitchenAid".