Revolution in laudry care

Miele is set to present itself at IFA 2013 with a completely new stand and event concept. The focus this year will be on new laundry-care appliances, flanked by built-in appliances from the new Generation 6000 series. The only things to remain the same will be the location and size of the stand: The Miele booth covering 3000 m² will, as usual, be in Hall 2.1 (Stand 101).

'Creating Fascination' is the leitmotif of Miele's current presentation aimed at placing design, features and the innovation offered by new products and features centre-stage. A red carpet and a diamond will be used as symbolism throughout to represent value and the multi-faceted world of Miele. The clear message is that these new domestic appliances are serious contenders for raking in prizes. What they are capable of and how they can contribute to improving the quality of life of their users will be presented in the usual entertaining way on an event stage, interspersed with acrobatics and atmospheric music.

The central product topic is the new generation of washing machines and tumble dryers. 'With features only to be had from Miele, these machines will set new standards in terms of performance and convenience', Frank Jüttner, Managing Director of Miele's German subsidiary promises, 'and we are convinced that these machines will add considerable new impetus to the retail trade.' Furthermore, Miele will be reasserting its claim to being market leader in the field of smart energy conservation in laundry care, for instance with a solar dryer which is now market-ready. This product utilises solar-heated water as its source of energy, dispensing with the need for electric heating. 'We believe that the subjects of ecology and networking will give us plenty of exciting subjects to talk about with our specialist dealers', says Jüttner.

A further focal point of the trade show will be built-in appliances from the Generation 6000 series, despite the fact that these were officially presented at the 'LivingKitchen' as part of the Cologne Furniture Fair in January, with shipments to German dealers since May. At IFA, the new generation will be nicely rounded off by the inclusion of new products and features from the field of dishwashers and coffee machines. Taken together, the Generation 6000 and the new washing machines and tumble dryers in the IFA portfolio represent the biggest product offensive in the history of the company.

As in previous years, the Miele stand will be separated into two areas: The area open to the general public will once again be characterised by event-like product presentations, including the serving of culinary delights. An additional area will be set aside for trade visitors, geared even more to factual content and product information, for example in the form of additional training events. Here, too, is the Miele Café which during the day will serve as a forum for meetings with dealers and, in the evenings, will offer the opportunity after a strenuous day at the fair to bring things to a pleasant close with good food and live music. Frank Jüttner: 'We are very much looking forward to this year's IFA and expect once again to top the very high visitor count of previous years once again.'

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Company profile: Miele is the world leader in the field of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floorcare products. This line-up is augmented by dishwashers, washer-extractors and tumble dryers for commercial use as well as washer-disinfectors and sterilisers for use in medical and laboratory applications (Miele Professional). The company, founded in 1899, has 8 production plants in Germany and one plant each in Austria, the Czech Republic, China and Romania. 2011/12 turnover amounted to approx. EUR 3.04 bn with sales outside Germany accounting for 70%. Miele is represented with its own sales subsidiaries and via importers in almost 100 countries. The Miele company, now in the fourth generation of family ownership, employs a workforce of oven 16,700 with two-thirds in Germany. The company headquarters are located in Gütersloh/Westphalia, Germany.