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Company:  Miele & Cie. KG

Brand value: US$2,250 million

Headquarter city: Gütersloh

Category: Home Appliances

Year formed: 1899


Miele is a manufacturer of high-end domestic appliances and commercial equipment, founded in 1899 by Carl Miele and Reinhard Zinkann. The brand’s first products were a cream separator, butter churn and tub washing machine; over time the range has been transformed, with a focus on kitchen and laundry products as well as machines for use in commercial operations and medical facilities. The brand seeks to represent the highest standards of durability, performance, ease of use, energy efficiency, design and service. Its promise is “Immer besser”, or “Forever better”. It is a luxury brand in its category, and tends to appeal to upmarket buyers who want the best from performance and design. Miele also promotes the energy efficiency and environmental friendliness of its appliances. Recent innovations include a cup sensor on built-in coffee machines that adjust to the height of the cup detected below, as well as voice-assisted cooking appliances and knock-to-open cookers. The new Dialog oven uses electromagnetic waves to cook meat more uniformly and help fish and vegetables retain their structure. Miele has also entered a partnership with Microsoft to leverage Azure internet of things (IoT) services. In 2016-17, Miele grew sales volume by 6.8 percent in Germany and 5.9 percent globally. Miele products are now available in 47 countries; the business is privately owned.