MIELE: JOHN PICKERING THE ERT INTERVIEW


Cheers to 125 years! 12


“We have built something incredible, which is the most trusted and desired


premium brand with non-compromising views on product quality,” says John Pickering, MD of Miele GB, Ireland and South Africa. He sat down with ERT’s Jack Cheeseman to discuss what it means to mark 125 years in business.


O


ver the past few years Miele has been expanding its network of consumer-facing Experience Centres. Its latest – its seventh store – opened three months


ago in prestigious Mayfair in London, directly opposite The Ritz Hotel. Much like the brand’s existing Experience Centres nearby in Cavendish Square, Brent Cross and Bluewater Shopping Centre (just outside London), visitors can explore a wide range of appliances in elegant kitchen settings that emphasise Miele’s position at the premium end of the market.. The new Mayfair Centre features interactive displays and live cooking demonstrations to allow customers to witness first-hand the brand’s extensive portfolio of kitchen, laundry and floorcare products.


This year, Miele is celebrating its 125th anniversary; the German manufacturer has a rich history of creating state-of-the-art home appliances with the same level of innovation and excellence since day one back in 1899. Indeed, Miele continues with its new product launches, this year including its first 10kg washing machine (WWK360 WCS and WEK365 WCS) plus its brand new Duoflex HX1 Cordless Vacuum. In cooking, there’s the new AirFry Oven and several other new ovens with the clever HydroClean pyrolytic self-cleaning function; in refrigeration Miele now has voice-connectivity with automatic-opening doors, while the new PerfectFresh Active feature sprays a fine water mist over produce to help keep it fresh. And at EuroCucina this year the brand showed its new Pearlbeige ArtLine design range.


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