MIELE: DR REINHARD ZINKANN ERT INTERVIEW


‘Our 12


heritage is our future’


“Immer Besser” – meaning Forever Better – has been the core belief at Miele since 1899, and today the Co-Founders’ Great Grandsons, who now head up the company, abide by this principle as they drive the company forward. “We have many wonderful ideas for the next generation that will prove we are the leader in the field,” Dr Reinhard Zinkann tells Jack Cheeseman.


I


n Autumn last year, Miele hit our TV screens in the latest phase of its huge new ‘Quality Ahead of its Time’ brand campaign, which centres around the company’s 120-year heritage in appliance


manufacturing, while highlighting its core values of craftmanship, performance and sustainability.


In the background, however, there have been


ongoing issues across the industry and in the supply chain – specifically the shortage of semiconductors [a key component in electrical products] – which have caused problems with production. But as Dr Reinhard Zinkann, Executive Director and Co-Proprietor of Miele, tells ERT in this exclusive interview, this is something that most manufacturers have been facing. Speaking more generally, and despite some


parts of production temporarily shutting down due to the pandemic, Mr Zinkann says “we are in a good place”. He adds: “From late Spring to Summer 2020 our business grew at an incredible pace, so we had an excellent year and a very good first half of 2021. People have been investing in products and of course that has had very positive consequences for our industry.” Miele’s business has grown across the world during the last two years, according to Mr


Zinkann, as he believes that more people nowadays are willing to pay for premium. Part of this awareness is supported by the


company’s growing network of Experience Centres across the globe, the latest of which is in Edinburgh – the third UK showroom, alongside London and Abingdon, and it’s 100th worldwide – which is a dedicated hub for Scotland and the North of England. Located in the new St James Quarter of the city,


the Centre (left) epitomises the superior quality you’d expect from Miele. Not only is the store filled with a range of appliances but there is also a kitchen studio where ‘Discovery Classes’ and ‘Masterclass’ demonstration events allow visitors to get hands on with products and enjoy the creations of top class visiting chefs. Miele held the official opening for the Centre just


before Christmas, where Dr Zinkann sat down with ERT Editor, Jack Cheeseman, to speak about recent challenges and his vision for the future of the brand.


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