Miele

History

Miele's first products were a cream separator, butter churn, and tub washing machine, under the Meteor brand. Carl Miele supervised manufacturing personally, and Reinhard Zinkann apprenticed and handled finances and sales.

Miele began producing vacuum cleaners in 1927. Two years later, in 1929, it introduced Europe’s first electric dishwasher. In the 1930’s, the company also manufactured motorcycles; by 1932, it had become the largest centrifuge manufacturer in Europe.

During World War II, Miele produced torpedoes, mines, and grenades for the German war effort using slave labor. It is estimated that by 1944, 95% of the company's revenue was derived from producing and selling armaments.

The Miele trademark was established with the foundation of Miele & Cie., on 1 July 1899, and appeared on all machines, nameplates, printed materials and advertising produced by the company. From 1949 a recognition feature of the logo has been a sloping dash used as the dot on the "i".

In 1996, Miele established a joint venture with Melitta to open a factory in Dongguan, China. This facility became fully owned by the Miele Group in 2009 and now plays a key role in the production of vacuum cleaners, including models such as the Swing H1, Compact C1, Compact C2, and Complete C2.

Miele exports products to global markets and is represented in 47 countries. Their expansion into the United States came in 1983, when they established corporate headquarters in Somerset, New Jersey. In 1999, they relocated to the new headquarters in Princeton, which was designed by the Driehaus Prize winner Michael Graves. Most products are made in Germany, Switzerland, Austria, the Czech Republic and Romania.

Milestones

1899 Foundation of Miele & Cie.; production of cream separators

1900 Production of butter churns and washing machines

1912–1914 Production of motorcars (125 vehicles)

1914 First washing machine with an electric motor; Branches set up in Brussels, Buenos Aires, Paris, Warsaw and Vienna

1924–1960 Production of bicycles and motorcycles in Bielefeld

1927 Production of first vacuum cleaners

1929 Production of Europe's first electric dishwasher

1955 Dutch slogan "Miele. Er is geen betere" introduced

1956 First fully automatic washing machine

1958 First domestic tumble dryer

1963 Miele launches in the UK

1966 First humidity sensing dryer, the T 460

1976 First top-loading washer-dryer, the WT 489.

1978 First microprocessor-controlled washing machines, dryers, and dishwashers

1982 Launch of "The New Miele-class" with innovations like a 1,200 RPM spin speed, service friendly construction (hinged front)

1986 Introduction of the Hydromatic washing drum with perforated paddles which increases washing performance

Products

Miele produces domestic appliances including laundry appliances; vacuum cleaners; dishwashers; rotary irons; built-in convection, steam, and speed ovens; hobs (cooker hoods, cook tops); free-standing and built-in refrigerators, freezers, and wine coolers; and coffee systems. The company also produces commercial laundry equipment, including wet cleaning machines, lab glassware washers, dental disinfectors, and medical equipment washers.

In 2007, Miele was given an award for being the most successful company in Germany that year, beating the previous year's winner Google, which placed second, and Porsche, which came in third.

Rankings for this Best Brands prize are the result of market research covering key criteria, such as current economic market success and brand recognition and popularity among consumers. Miele was recognized as Best Company and also achieved a top-five place in the category Best Product Brand. Miele was honored as Best Domestic Appliance Brand in the UK by Which? in 2007 and again in 2008, being only one of two brands to win twice in a row. They have since won again in 2010.

In North America, Miele is marketed as a high-end major appliance brand. It competes against brands such as Sub-Zero, Wolf & Cove, Gaggenau, Fulgor, Viking Range, Dacor, Asko, JennAir, and Thermador.

Slogans

Miele's slogan in German is immer besser, which literally translates to "always better" but can also mean "getting better and better".