In a press release from a few years ago, F&P stated that they weren't interested in developing/producing front loading washers. They did not see a future competing in that product category, as their traditional markets primarily demanded top loaders. Instead they would continue to concentrate on developing products in line with broader consumer tastes.
Their re-badged front loader line-up isn't all that spectacular. I guess they are responding to those consumers who are specifically looking for a F&P branded front loader, without having to develop an entire new range of appliances.