ANALYSIS: PREMIUM MDA Home Appliances


He adds: “The MDA market is constantly evolving around pushing the boundaries of functionality. The consumer demand for more innovative products that are more energy efficient is shaping how appliances are being designed. “Our BioFresh technology remains popular; the interplay of the ideal humidity and temperature is the key to lengthening food shelf life by protecting nutritional content – it allows storage drawers to be adapted to meet the precise requirements of different food groups.” Miele believes that the intrinsic value of its


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Liebherr’s Monolith Fridge and its Monolith wine cabinet.


She says that connectivity is becoming


increasingly popular in the market, particularly with the addition of AI, and predicts that connectivity in home appliances will become a standard feature in the future.


Ms Rhodes adds: “A key aspect influencing consumer behaviour is the recognition that sustainability and longevity go hand-in-hand. By investing in high-quality, durable appliances, consumers can minimise the need for frequent replacements and consequently reduce associated waste. Sustainability is deeply ingrained in our brand ethos, reflecting the importance of nature in Scandinavian life and culture. “We take pride in offering some of the most energy efficient products in the market. All our appliances are built and tested to last for up to 20 years, and we use more steel and less plastic within our designs wherever possible.”


Buy well, buy once Elsewhere, one of Liebherr’s latest products to market is its Monolith Bottom Freezer Refrigerator won the Red Dot Award 2023. Comprising three models (ECBN 9471/ ECBN 9671/ ECBN 9673), the brand’s Monolith Bottom Freezers combine innovation and freshness technology, with a sleek and sophisticated design. Tim Hutchinson, Divisional Manager at Liebherr, comments: “The range includes features such as our patented BioFresh Plus technology which provides precise temperature


regulation to keep produce fresh for longer, and PowerCooling technology which circulates cold air behind the door to keep items stored in the door as cold as everything else in the refrigerator. “The Monolith Bottom Freezers also


feature a touchscreen panel that controls the temperature of the fridge-freezer, a built-in water dispenser, controllable interior side lighting, and NoFrost freezer drawers for easy use and maintenance.” Additionally, its ECBN 9673 Fridge Freezer


features French doors that open independently – providing more space than a traditional one door refrigerator.


“The appliance can also be fully connected to the home with Liebherr’s SmartDevice app that allows homeowners to control the appliance from a smartphone or tablet and receive alerts if the door is left open or the power goes out,” explains Mr Hutchinson.


products extends beyond its immediate price tag. Longevity, reliability and sustainability are crucial factors that it wants retailers to emphasise to their customers. “Our products are engineered to ensure they stand the test of time, which in turn, offers greater value for consumers,” explains Tom Hopper, Kitchens Manager at Miele GB. “Moreover, by investing in high-quality appliances, consumers contribute positively to the planet by reducing waste and the need for frequent replacements. “We remain committed to educating consumers on the long-term benefits and superior performance of Miele products, reinforcing why they are a worthy investment.” One notable trend that Mr Hopper points out is the increasing demand for smart home capabilities, and Miele’s smart appliances can be controlled remotely via the user’s phone, providing them with greater flexibility and control over their home environment. Mr Hopper recommends that retailers bring


products to life through demonstrations, like highlighting the quiet operation of its washing machines or the culinary possibilities with its cooking appliances, which can make a significant impact.


Miele’s DAH 4970 Sienna LS1 cooker hood.


Miele’s H2766-1 BP 1 oven.


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