BORA has partnered with the Whirlpool Corporation and its luxury brand JennAir, and the premium brand KitchenAid for the US and Canadian markets. In February, BORA will exhibit its products at KBIS, the Kitchen And Bath Industry Show, in Las Vegas for the first time, thereby presenting the ‘BORA principle’ to the market.

The two companies will announce their partnership within the scope of KBIS and inform local partners, in particular, about the continuation of the ‘kitchen revolution’ in the USA and Canada.

“I’ve always wanted to roll out the concept of hood-free kitchens internationally; we’ve long-since dreamed of the end of the extractor hood. Now, we’ve made huge progress towards achieving a global approach”, says BORA founder Willi Bruckbauer (pictured top).

BORA and Whirlpool Corporation want to use this strategic partnership to transform the appliance industry in the USA and Canada with revolutionary induction cooktops and cooktop extractors.

Willi Bruckbauer explains: “Together, we’ll significantly speed up the market changes. BORA, as an international pacemaker for innovation and an international synonym for cooktop extractors, and Whirlpool Corporation, as one of the market leaders in the USA and Canada, each contribute their own strengths to this strategic partnership. As such, the markets will also come to be enriched by jointly developed products.”

Customers, designers and architects will no longer have to compromise when planning kitchens. This will offer new opportunities to kitchen manufacturers, kitchen designers and even major project developers, and sustainably change kitchen design in the USA and Canada.

New Whirlpool Corporation products, developed and produced in partnership with BORA, will act as catalysts for an entire industry.

JennAir, known in the USA as a manufacturer of revolutionary domestic appliances, will revive the kitchen market with the new BORA downdraft systems and promote the concept of kitchen aesthetics without compromise with its incomparable design standards.

KitchenAid, a well-established premium brand in the USA, will introduce the downdraft systems to the market as compact designs for future-oriented induction solutions.

Alessandro Perucchetti NAR President Whirlpool Corporation