A family business started in 1899 by Carl Miele andDr Reinhard Zinkann with a first-of-a-kind wooden butter churn is now celebrating its 125th anniversary at IFA Berlin 2024 with new product launches, and it is the direct descendants of the company’s founders who took centre stage at the Miele press conference on Wednesday.
Dr Reinhard Zinkann, Executive Director & Co-Proprietor, Miele spoke about the heritage of the brand, how it had evolved “saying goodbye to mopeds, motorcars and milking machines” to specialise in domestic products. Dr Zinkann revealed Miele’s new flagship vacuum cleaner – The Guard L1 – launching January, 2025. “Robotics and cordless segments of the market are growing, yes, however the fanbase for the bagged vacuum cleaner remains large and loyal,” Dr Zinkann said.
Dr Markus Miele, Executive Director & Co-Proprietor, Miele announced an evolution of the company’s washing machine technology: the new W2 Nova Edition model incorporates the InfinityCare Honeycomb drum, making it the world’s first washing machine without drum ribs according to the brand. The new product relies on 3D QueenCells instead, and the use of AI to help with drum rhythm, combining to reduce wear and tear. “It massages your clothes, making it a real ‘feel-good programme’ for your laundry,” Dr Miele joked.
Miele’s Executive Director, Human Resources & Corporate Affairs, Rebecca Steinhage demonstrated the company’s commitment to sustainability with a prototype Vooper – a new concept of modular vacuum cleaner, designed to be dismantled and refurbished component by component.
The event embodied the brand’s motto “Once a Miele, always a Miele” in all its senses – circularity, longevity and loyalty, as well as family legacy. Visitors to IFA can learn more about sustainability with Miele’s team at their dedicated stand in hub27 and experience Miele’s innovations first-hand on the company’s main stand in Hall 2.1.
Hall 2.1 / Stant 101
hub27 / Stand 52
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