d63 INTERVIEW / MIELE
and it became clear that it was worth pursuing.
Because it is such a brand new technology, there are inevitably so many diversions you have to take so it has taken some time in development to get to the finished product you see today.
DESIGNER: The UK has long been an important market for Miele. How has the uncertainty over Brexit affected the company's plans or ambitions for its UK operations?
Dr Miele: We have planned for multiple situations, and since we export to many countries around the world, we have considered the impact of whether it is a hard Brexit or soft Brexit, but otherwise we really just have to watch the situation and react when all becomes clear, because right now, no-one can tell you exactly what is going to happen, and when. It is very difficult to have more than just a plan. We do have plans, but like everyone else, we don’t know exactly how it will play out.
I’m convinced that the British want to continue to have dishwashers, ovens, and washing machines, so there will continue to be a need. It is just a question of how you get the goods into the country, what certifications there will be, what processes will be put in place and so on, so we need to look at all that and consider how we will have to adapt.
We are dependent on whatever the outcome
will be – because the situation is so unclear, it is so difficult to prepare.
DESIGNER: As the huge series of launch events at Miele’s HQ in Gütersloh, Germany comes to a close, what has been the response from the customers and colleagues that have seen the new products so far?
Dr Miele: We have had a lot of positive feedback. We did a version of this presentation to our own internal people last year and gave them the option of whether to come all the way back to see it all over again with their dealers this year – now, bear in mind Gütersloh is not Berlin or Munich and is somewhat more difficult to reach, but they all said they wanted to come back again to see the programme all over again.
The feedback from customers has been fantastic, but this is just the beginning. Now we have to focus on getting the products into showrooms, being displayed and demonstrated, and we’ll see the first sales in the second half of the year. Being such a big launch, this has been very interesting for our retailers, but with the many different lines and the ability to mix and match different ranges and colours, I can’t imagine anyone being unable to find the right style and solution for them. I feel that we have a lot to offer and I’m really excited to see how we go in the second half of 2019. d
Contacts Miele /
miele.co.uk
Miele Generation 7000 VitroLine appliances in Brilliant White showing H7860BPX pyrolytic oven (left) and DGC7865 XL steam combination oven
The KM7897 FL induction hob feature intelligent pan recognition which ensures the ring settings and the chosen power levels travel with the pan when moved around the ceramic surface
THE ROLE OF THE RETAILER IN CONVEYING THIS TECHNOLOGY IS VERY IMPORTANT, BUT THEN IT IS IMPORTANT FOR ANY PRODUCT
designer kitchen & bathroom
designerkbmag.co.uk
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JUN 2019
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