Today, Miele is one of the world’s most successful family-owned corporations. Unlike global brands that were founded more than a century ago and have become public or are now owned by conglomerates, Miele is still owned by the same family that started it and is now being run by members of the fourth generation. Its lines of kitchen appliances can be found in the coolest homes around the world and in at least one "palace," the Beckhams’ home in England.
Managing director Dr. Markus Miele was in Manila last December to launch the brand with their partner Focus Global, the company that distributes Ethan Allen furniture, Sub-Zero refrigerators, Wolf ovens and SieMatic kitchens.
"The first words my great-grandfather Carl Miele imprinted on his washing machine were ‘Immer Besser,’ which translated to English means ‘Forever Better.’ He wanted it to be better than everybody else’s, it was a high quality, long-lasting machine and, of course, with a higher price tag. If you have quality you have to pay a little bit more. This has been our recipe for 104 years and it’s working in all the countries we have entered.
"My great-grandfather did production and R&D – of course, it wasn’t called that at the time," laughs Markus. Even by today’s standards, the company would be a great business model with a successful startup – 30 people on a farm and a great slogan.
Research and development is a big thing at Miele. First, because company policy dictates that every employee take to heart the slogan "Forever Better," and second, because it’s just the kind of company that likes to distinguish itself from others with words like "it’s not just washing clothes, it’s taking care of your clothes."
Miele managing director for Southeast Asia Mario Miranda said that Miele’s can be found in most European homes, including those owned by celebrities like David and Victoria Beckham whose home has been photographed with its Miele appliances. In the past decades it has also made inroads in America, and gained a wide acceptance among the discerning crowd. One of its more enthusiastic clients is Apple founder Steve Jobs who, according to Miranda, was interviewed by Wired magazine and said he was having so much fun with his Miele appliances and sees the technological innovations pointing to the white goods sector.
"In terms of sophistication and state of the art, the American standard for white goods is way behind," says Miranda. The normal reaction of the American consumer who for the first time sees the kind of technology that we put inside the appliances is one of wonder."
Miele’s appliances include washing machines, dryers, ovens, range tops, range hoods, coffee makers, dishwashers, vacuum cleaners, etc.
Just by looking at the appliances, you know they give equal importance to technology and aesthetics. Their oven, range top and dishwasher lines look like some industrial design dream – modern lines with brushed stainless steel and aluminum bodies, black glass doors, black ceramic tops that softly glow with the flame, and – an obsessive compulsive’s dream – a built-in coffee maker that won’t take up huge counter space in your kitchen but fits right into your kitchen cabinets. It will grind your beans for that fresh espresso and brewed coffee.
"In 1978, we were the first to use micro electronics in our appliances," says Markus Miele. "The company owns nearly 700 patents."
One of these patents is for the honeycomb drum of the washing machine. The drum is a big deal for those who like their clothes to last more than a few washings. "The honeycomb design makes the machine very gentle on the clothes. We discovered that the normal drum sometimes can create problems because the holes are very big and threads would go through and tear your blouse. So we said we have to change the structure. We have a special structuring process with stainless steel and then we experimented with the holes to get the water in. Out came the honeycomb drum, which we introduced two years ago."
Yes, some guys do spend their whole lives thinking of innovations for everyday machines. Miele alone has over 950 models of washing machine. That’s 950!
Why are there so many? "Some markets need different designs, different programs."
Miranda emphasizes that Miele is not for the masses. It targets "the premium market, the very high-end consumers." He adds, "When we build, we have to take into account the timeless, elegant design. We have to build it in such a way that it will still be beautiful 20 years from now, not based on a temporary fashion need or a consumer group that is not necessarily in our target group. There are people who cherish other types of quality from what the masses may want. It’s for consumers who have acquired a sophisticated need for quality. They won’t accept products that don’t bring out the best of their lives. The product and the brand tell a lot about who owns it. Our target group is made up of consumers who are well traveled, who are in contact with other quality products in their lives, and who will not jeopardize their lifestyles for something less. That’s what we see in countries we are in."