The kbbreview Interview // Dr Reinhard Zinkann
Margins on appliances are a big concern for retailers. Some even call it a 'necessary evil'. What’s your take on that? Margins are definitely under pressure, no doubt. As prices come down in competitive markets, margins inevitably get squeezed. That’s a reality we all live with. But we want the dealers to earn a good margin. And they probably earn a better margin on a Miele product and it's also the better solution for their client. So, yes, the understanding of value and price points is changing in the market and, as such, margin needs are changing as well. You are always balancing margin and price.
What did Miele learn from the pandemic about its supply chain and service to the trade?
The pandemic turned every forecast and plan on its head. We anticipated a downturn and instead saw a surge in demand as people invested in their homes. That was good for sales but created huge pressures on our supply chain. When lockdowns ended, the market cooled again, and that hit us because we had set everything up for growth. As such, we had to undergo, and we're still undergoing, a quite difficult restructuring process. That is a definite learning - always bear in mind things can change. The biggest lesson? Even though we manufacture more in-house than most to control quality and durability, we’re still reliant on global supply chains. When chip production collapsed, so did appliance availability. In some cases, people had to wait 16 weeks for a washing machine. That’s unacceptable and not the kind of experience we ever want to offer. So we’re investing heavily in supply chain resilience.
How important is sustainability to Miele's philosophy? Sustainability is fundamental. If a product is designed to last 20 years or more, that’s sustainable by nature. But beyond that, we’re fully committed to minimising our environmental impact through energy- and water-efficient products, sustainable manufacturing processes, and responsible sourcing. It’s not just about ticking regulatory boxes. It’s about doing the right thing for future generations.
And finally, what’s the next thing in appliances? Connectivity. Without a doubt. Artificial intelligence is entering our space rapidly, and it’s going to revolutionise how appliances interact with consumers. From diagnostics
to detergent
dosing, energy savings to maintenance alerts, it can make appliances easier to use, and more responsive. But it's vital that we never lose sight of the core principles – quality, durability, technology, and sustainability and that's it. Simply be different. Immer besser! kbbr
We don’t make products that are consumed and forgotten. We
make things that become part of people’s homes for decades
"
Listen to the full interview with Dr Zinkann on a special episode of The kbbreview Podcast. Search 'kbbreview' in Apple Podcasts, Spotify or YouTube or follow the QR code.
kbbr May 2025 kbbreview 21
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