Feature: Home Laundry S
ince Miele was founded in 1899, the German manufacturer’s “Immer Besser”
or “Forever Better” brand promise is more prevalent than ever before. 125 years ago, Miele placed innovation, energy efficiency and sustainability at the forefront of product design and these values continue to shape the business’ operations today. Alastair Cooke, category marketing manager for cleaning at Miele GB, says “Miele laundry appliances boast a classic, timeless design suitable for both modern and traditional homes. If you asked most people what a washing machine is for, they would simply say ‘to wash clothes’, but at Miele we believe a washing machine should do so much more than that.”
Innovation Miele uses pioneering technology to optimise the benefits of its products for consumers, as Cooke highlights “Often people only realise the full benefits of their Miele laundry appliance once installed in their home thanks to the intricate details of the product design. For example, a reversible door on our tumble dryers allows people to easily move laundry between an adjacent washer and dryer. Simple digital fascia panels allow users to easily programme their machines, with an increasing proportion of our appliances being digitally connected via the Miele@Home mobile app.” “This year, we’re also excited to launch our new 10kg washing machines and range of 125 anniversary celebratory appliances. These new models will feature Miele’s SteamCare system, which up to now has been reserved for its most premium product range. We have more launches to come and look forward to revealing more in due course,” he adds. Whilst product innovation is key, Miele has
prioritised creating a forward-thinking team of employees with the implementation of new methods and ideas during training. “Miele appliances are available through a selected range of national and independent electrical and kitchen retailers. We are proud to partner with retailers on showcasing our product range in the best way possible. Miele offers a comprehensive training programme to include in-person, field and virtual. The training team work flexibly with department and showroom managers to ensure that they can meet the needs of busy independent showrooms and shops, offering early morning, evening, and weekend training to fit round opening hours and ensure all staff can get the training they need. Miele has also created two bespoke E-Learning portals specifically for its independent retailers in both the Kitchen and Electrical retail trade. Each site has tailored content per channel to ensure the right information is available, Cooke says.
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Forever Better
From washing machines to tumble dryers,Miele has demonstrated its commitment to being forever better throughout its portfolio of home laundry products. We have a look at the business’ focus on innovation, energy efficiency and sustainability.
Energy efficiency With the rise in the cost-of-living, consumers are prioritising energy efficiency when making high-value purchases. Cooke says “Energy efficiency has always been important for homeowners, but it has arguably become one of the most important drivers in the last two years given increased energy costs. According to GfK, almost half of consumers (49%) consider it an important criterion when buying major domestic appliances. From day one, consumers will benefit from low running costs as almost all Miele laundry appliances achieve the highest energy efficiency class and crucially, they will maintain their energy rating over time. All Miele tumble dryers include a maintenance-free heat exchanger, ensuring low energy consumption throughout the entire service life of the appliance. A Miele purchase is also a purchase for the long-term. Whilst the typical replacement cycle for a laundry appliance is around a decade, all Miele laundry appliances are tested for the equivalent of 20 years use, and are designed to be easily repaired with spare parts readily available for at least 15 years.” “Our new 10kg WSK363 washing machine has been designed to help larger households and multi-generational homes manage laundry more efficiently and sustainably. According to recent studies, a third of UK households can be classed as multi-generational (which equates to over nine million homes) with this figure predicted to continue to rise in the next few years. Offering the highest energy efficiency class (A) customers can select Miele’s established PowerWash technology and
QuickPowerWash to clean clothes in less than an hour, so there is no compromise between performance and efficiency.”
Sustainability Over the past few years, the retail sector has witnessed a rise in the eco-conscious consumer with an increased awareness of a product’s environmental benefits and sustainability credentials. “There is an increased awareness of climate change and the environmental impact of purchases. We have seen that consumers are more interested in making a sustainable purchase for the planet; this is not just about energy efficiency, but also about reduction of raw materials, appliance and component recycling and reuse/repair potential. We recycle metal from our old machines to create new models for a circular economy,” says Cooke. “Our pioneering technologies include
TwinDos for washing machines – our pioneering automatic dosing detergent system and EcoSpeed for tumble dryers. We design our machines to be a full garment care system, not just to clean clothes but to actively care for and prolong the life of the textiles, and to help protect the environment while they do it. In order to ensure that happens, we know that we need to provide the full solution, both the machine and the detergent. TwinDos is an autodosing detergent system that provides tailormade care for garments. Designed to be used with our unique UltraPhase two-stage detergent system, TwinDos dispenses the right amount of detergent at just the right moment, which can save up to 30% detergent.”
Spring 2024
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