All Brands Owned by GE Appliances

Who owns GE Appliances?
GE Appliances is a wholly owned subsidiary of Haier Smart Home Company Limited, a Chinese multinational listed on the Shanghai Stock Exchange (SSE: 600690). Haier acquired the business from General Electric in June 2016 for $5.6 billion. The acquisition agreement grants Haier the right to use the GE brand name on appliances through 2056. GE Appliances operates with substantial autonomy from its Louisville, Kentucky headquarters under CEO Kevin Nolan.

Is GE Appliances still part of General Electric?
No. GE Appliances has not been part of General Electric since June 2016, when Haier acquired the business for $5.6 billion. The company retains the GE brand name under a licensing agreement that runs through 2056. General Electric has no ownership stake in GE Appliances and no role in its management. The company's corporate identity is now tied to Haier Smart Home, though it continues to market products under the GE, GE Profile, Cafe, and Monogram brand names.

How much has GE Appliances invested in U.S. manufacturing?
GE Appliances has committed $6.5 billion in U.S. manufacturing investment since 2016. The company spent $3.5 billion between 2016 and 2025 on plant modernization and capacity expansion. In August 2025, GE Appliances announced an additional $3 billion five-year investment plan covering all 11 U.S. manufacturing plants. The first phase targets facilities in Kentucky, Alabama, Georgia, Tennessee, and South Carolina. A $490 million investment at Appliance Park in Louisville will add 800 new jobs.

What brands does GE Appliances make?
GE Appliances manufactures and markets seven brands in the U.S. market: Monogram (luxury), Cafe (premium with customizable design), GE Profile (mid-premium with advanced technology), GE (mass-premium core brand), Haier (compact and value-oriented), Hotpoint (affordable entry-level), and Bodewell (personalized service offering). The brand tiering allows GE Appliances to compete across every price point in the U.S. appliance market.

What is GE Appliances' market share?
GE Appliances holds the number one market share position for major appliances in North America, a ranking it has maintained for four consecutive years through FY2025 according to Haier Smart Home's annual report. The company competes against Whirlpool, Electrolux, Samsung, and LG in the approximately $25 billion U.S. major appliance market. GE Appliances' products are found in approximately half of all U.S. homes.

Why did the Electrolux deal fail?
The U.S. Department of Justice sued to block Electrolux's $3.3 billion acquisition of GE Appliances in July 2015. The DOJ argued that combining Electrolux and GE Appliances with Whirlpool would give the three companies control of 90 percent of the do-it-yourself kitchen appliance market sold through home improvement retailers. Electrolux abandoned the deal in December 2015 after failing to reach a settlement with the DOJ. GE collected a $175 million termination fee and sold the business to Haier six months later for $5.6 billion.

How many people does GE Appliances employ?
GE Appliances employs approximately 15,500 people across the United States. The largest concentration is at Appliance Park in Louisville, Kentucky, which houses approximately 6,000 employees across manufacturing, R&D, and corporate functions. The company's operations support an additional 90,000 indirect jobs through suppliers, distributors, and service networks. GE Appliances was recognized as a Best Place to Work in the U.S. for the fourth consecutive time in FY2025.