On May 7, 2026, at a Home Depot store in Pasadena, California, a Whirlpool stacked washer-dryer combo unit was displayed for sale alongside other appliances. Investment bank Stifel downgraded shares of Whirlpool (NYSE: WHR) from Hold to Sell.
Analyst W. Andrew Carter wrote in a research note on Tuesday: "We believe Whirlpool is losing share in its core U.S. market. The company is raising product prices to offset resin and steel inflation, competitors are rolling out promotional incentives, brand loyalty among appliance industry customers is low, and the consumer demographic facing the Whirlpool brand is weakening. Under these multiple factors, the pace of market share loss could accelerate further."
Stifel also cut its price target on the appliance maker from $30 to $20, implying 27.1% downside from Tuesday's closing price. The firm lowered its fiscal 2028 EBITDA estimate for the company from $872 million to $815 million.
Carter added that the various operational difficulties Whirlpool disclosed in its third quarter "are likely to deteriorate further." In late Wednesday afternoon trading, the stock fell more than 2%.
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