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O Miele heralds immer


By Simon King ne of the longest-established and best-


known brands in the home appliances business, Germany’s Miele was at IFA with the largest product launch programme in its 120-year history. In an exclusive interview, ERT sat down in


Berlin with Dr Reinhard Zinkann, Miele’s Executive Director and Co-Proprietor to find out about industry trends, Brexit and his product highlights. Speaking in his office on the Miele stand at IFA, Dr Zinkann said that Miele’s business in the UK is performing well and picking up. “But, of course, there is still a lot of insecurity


concerning Brexit, concerning investments in Britain and that also includes the housing market,” he said.


“Nobody at this point in time knows if real estate prices will go up, stay stable or will fall – it’s simply unpredictable. If it was up to me, I probably wouldn’t have the guts to invest in real estate.” Dr Zinkann said that Miele has prepared for


Brexit in terms of having enough stock and securing the currency.


“What we could do, we did, but only to a certain


degree,” he said. “It doesn’t make sense to fill the warehouse up to the rooftop.”


Connected kitchens Looking at trends in the industry, Dr Zinkann said that the mega trend, undoubtedly, is the issue of connectivity as more and more domestic appliances are communication-enabled. “Already we have reached the stage where more than half of Miele’s new built-in appliances are connectivity-enabled,” he said. “We will continue to work hard on expanding assistance systems covering cooking applications. “For example, support in cooking is provided by Amazon’s voice assistant, Alexa, whose knowledge of Miele products and the times needed for various foods to cook is growing at breakneck speed. Our cooking appliances can be controlled remotely using the Miele@mobile app.” Dr Zinkann said he was very proud that 75 per cent of the products on the Miele stand at IFA this year were not older than six weeks. Products


first day of IFA,” he said. “This is a clear sign that the launch has been extremely well accepted by our trade partners.”


launched at the show included Generation 7000, its new built-in series, which is the biggest product launch in the company’s history and the TriFlex vacuum cleaner. Dr Zinkann said this was one of the biggest highlights at IFA for him. “We are due to start producing the TriFlex in October and 80 per cent of the forecast that we had in mind to give German retailers – for the October to December period – was sold by the end of the


Leading the way Turning to the Generation 7000 built-in line-up, Dr Zinkann said: “All our plants were involved in Generation 7000; it was a four or five year process and there are a huge number of products in the range, when you consider the number of colours, handles and designs – there are many SKUs. “Feedback on Generation 7000 has been very positive, for special highlights like the camera in the oven, the door that opens automatically and the finishing programme that means you don’t overcook, but it’s got many other details.” On the camera in the oven feature, Dr Zinkann pointed out that Miele is the only manufacturer on the market with a camera in a pyrolytic oven. “Cameras are not usually made for pyrolytic ovens, as the temperatures that you need are so high,” he said.


23


besser performance at IFA


Miele introduced some truly forward-thinking technology at this year’s IFA… A defi nite sign of what we could see in the UK in the very near future.


Miele’s cooking demon- stration at IFA. Below, Dr Reinhard Zinkann


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