January 2022 ertonline.co.uk


Stores can easily display rows of appliances where


they all look very similar, yet there can be huge differences in the price. Miele is of course at the top of the range but unless our products are given a unique platform to reflect the quality and craftsmanship, the customer may not fully understand. You can never have enough outlets where the


brand is visible in an inviting and inspiring atmosphere! And we need our trade partners to offer something special – no products stuck in dark corners at the back, but warm and inviting spaces to really allow customers to explore. As the pandemic eases, the instore shopping format is crucial and has a great chance to comeback. But you cannot ignore that online sales have been growing. The UK retail landscape is very advanced,


especially when it comes to online. From GfK data we’re talking about 60 to 70 per cent of business conducted online, while the rest of Europe is a little behind. France and Benelux is 20 to 30 per cent, for example, and Ireland is only around 10 per cent online – because it is a very store-focused region.


The traditional retailer often sees online as a


threat as they do not understand that if they handle it right their online and offline parts can work in harmony and can be extremely successful. This is something major retailers in the UK understand very well. Our strategy is to support our partners in both


areas and give them the platform to lead with what they are good at.


Q: Will Miele return to IFA this year? RZ: If there is a 2022 edition I am sure we will be there. I was one of the Co-Founders of the joint IFA show for the white and brown goods industry and I’m extremely in favour of the show returning! We need this worldwide platform where people can meet and see things in person. Events can be held online but it’s not the same, so we definitely want the show back!


Q: What is your vision for the future of Miele? RZ: I strongly believe there will always be a demand for premium appliances and that the


market will continue to grow, so I am very positive about the future. We talk about kitchens now as grand rooms within the home that can often be open plan so appliances are usually on show; therefore, the choices people make are very important because you can physically see the difference – like the car you drive. Demand will continue to be high in 2022. We


have quite a backlog of orders so that will bring a positive outcome as long as we can deliver and there are no continuing issues in the supply chain. Within the next 10 years we have plans to grow


market share, especially in areas where we do not have quite the same brand recognition, as there is a lot of room for growth. We also have many very wonderful product


ideas for the next generation, and I am very excited about what is coming up and the technology that we are working on. I can assure you that it will again prove that we are the leader in the field. And of course, Miele will remain a strong and


independent family-owned company with one clear business model: Immer Besser.


15


Above left: Dr Miele and Dr Zinkann with Edinburgh Experience Centre Manager, Ewan Laing. Above right: John Pickering, MD of Miele GB, welcomed guests on the opening night


At the event there was live music and food prepared by Roberta Hall- McCarron – from the BBC’s Great British Menu – and her team (above)


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46