Quality ahead of it's time

Liz Keramianakis
May 1, 2023
4 min read

Updated: May 5, 2023

Miele is a high-end major appliance brand. They manufacture state of the art kitchen and home appliances that are built to last. The design, craftsmanship and technology has made Miele the most coveted brand in it’s sector. They have been voted the best product of all time across all product categories, and as such, have become a brand synonymous with beauty, quality, and luxury.

Miele products are manufactured to last a minimum of twenty years. They are designed to have clean lines and timeless elegance that will suit just about any kitchen style and cabinetry. Each appliance is a statement piece in itself. The brand has positioned themselves to engage with premium, discerning customers.

Miele.com

Potential Growth Strategy

The homeware sector is expected to reach a market value of more than $200 billion by 2031 with an annual growth rate of 5%, according to Fact.MR. There has been an increase in customer spending on home interior design, homeware and kitchenware since Covid.

In turn, the kitchenware market has generated revenues of $ 17.30 billion in the current year according to Mordor Intelligence. This trend has seen an increased demand in the luxury kitchenware segment from premium brands of influence such as Le cruset, Caraway and Lodge. The growth of lifestyle culture on social media has encouraged consumers to become more conscious of the brands and design in and around their homes. People are looking for stylish cookware and tableware that is also non-toxic and energy efficient that makes a statement. They are personalising their spaces in much the same way Miele has always encouraged their customers to integrate their appliances into the design of their kitchens and homes.

Adding a subsidiary brand in a different market segment that is complimentary to their kitchen appliance range is a way for the Miele to diversify and enhance their reputation, while capturing additional market share with an expanded offering.

Risks and Benefits

Miele is well established as a premium luxury brand. Expanding their product line into the luxury kitchenware segment is an evolution that is complimentary to the brand. It still appeals to the Miele customer and feels like a natural progression.

The risk would be if consumers don’t feel that the products are accessible or that they are aimed exclusively at the select few able to afford the Miele products. For this line to be successful, it would need to be established as a subsidiary brand with its own identity to attract new consumers as well as appeal to the current and aspiring Miele customer. Keeping with the Miele brand value of ‘Quality ahead of its time’, the line will include a selection of quality high-end kitchen and tableware essentials that will fit into any style kitchen or home on its own, or alongside the beautiful Miele home appliances.

Vision and Benefits

The vision is to create bespoke luxury kitchenware collections called Abode by Miele. The core range will be a line of cookware baring the same promise that every other Miele product does- quality that is made to last.

Cookware

The line will be made from the best quality, nonstick aluminium coated with a nontoxic lead-free ceramic coating. The aluminium aids in conducting heat so efficiently that low cooking temperatures are needed and thus it is more energy efficient. All of which will be designed to fit precisely on the Miele hobs and into the ovens.

Tableware

These collection will include a designer crockery, cutlery range as well as a crystal glassware. The high end design and exceptional craftsmanship will ensure that each item is a statement piece. New collections will also include some limited edition ranges that will be designed in collaboration with other well -known design brands and design houses such as Alessi, Rietzenhof and Vera Wang.

The line will be marketed in the premium, luxury sector and will leverage on the heritage, brand value and reputation of Miele.

Images: Yanko, Caraway, KRA sanctuary, Lobjet

True luxury is about an experience

A large part of this subsidiary brand is to tap into the Instagram culture to elevate, modernise and create brand recognition. This will introduce the brand to a younger demographic and elevate the brands cultural relevance. Every Miele store worldwide will have a homeware retail section. The products will be displayed in beautiful, lit up displays, as well as in the demo-kitchens in the appliance showroom. Being inside the store will be an experience accentuated by a specially curated playlist and Abode by Miele scent to add to the sensory experience as well as the physical. This will bring more feet and attract attention to the Miele stores.

The Abode by Miele online store will be a Miele lifestyle and shopping experience. Beautiful graphics, recipes, design tips and tricks, features of spaces designed with the Miele appliances and homeware products. The graphics will be interactive and allow you to simply click on anything in the image to take you to that product in the store section of the site.

The gifting section will allow you to create a gift registry or choose a gift-wrap theme that your gift will be packaged in and either sent to the nearest store for collection or delivered to an address of your choice. There will also be the option to have any cutlery or cookware items engraved. There will be no better gift to give then one out of the Abode by Miele range.

Images: Cox Cox, Oprah Daily, Dorno

The benefit will be to increase the brand recognition and value to a consumer who can interact with the brand more often than the current customer, who buys their appliance only once every twenty years or in a lifetime. The exclusivity and desirability of the product would increase, as would the sale of appliances as people will be exposed to the Miele brand at a different point in their lives and in a different buying cycle.