Press Release
No. 007/2015
Miele supplies 12,000 built-in appliances for 3000 apartments in India
Project business drives sales of kitchen
appliances
Gütersloh/Cologne, January 19, 2015. – A relatively young business field
is enjoying steady growth at Miele. Project business involves equipping
exclusive new buildings across the world with premium domestic
appliances on a big scale. The most recent example is the Golf Estate
complex near the Indian metropolis of Delhi. Starting in 2015, Miele is
due to supply 12,000 built-in appliances to 3000 apartments, making the
Golf Estate the single biggest order in the history of the company.
Business with turnkey projects is booming above all in the mega-cities of Asia
and North America as high-quality living space is created in the most attractive
of locations. One difference which sets these apart from most high-end
projects in Europe is the fact that homes are marketed from the outset replete
with kitchen and bathroom furniture. And, indeed, the quality and image of the
domestic appliances fitted lends credibility to the status and value of such real
estate. Or, in other words, a project developer touting domestic appliances
from the prestigious Miele brand is sending out a clear message that
prospective buyers can expect the quality of construction of the building itself
and its fittings to be of a commensurate quality.
'Project business still only accounts for a single-digit percentage share of total
sales of domestic appliances at Miele', explains Dr Axel Kniehl, Executive
Manager for Marketing and Sales with the Miele Group, 'in some countries
such as Hong Kong and China, though, project sales make up as much as
80% of our business'. Over the coming years, Kniehl anticipates further growth
as Miele's reputation and standing grows in luxury and status-driven markets
such as China and Russia. And, what's more, the company is better prepared
to handle project business since the launch of Generation 6000 kitchen
appliances than ever before. The ageless design of these machines blends in
elegantly with the interior design of contemporary homes. With fronts in four
colours - stainless steel, obsidian black, havana brown and brilliant white - as
well as various handle designs, customers also have great freedom in tailoring
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Press Release
No. 007/2015 _ Page 2
their kitchens to their own personal preferences. In total, kitchen appliances
contribute around 43% to Miele turnover.
The Golf Estate in India, built by the highly respected M3M developer,
comprises gas hobs, cooker hoods, microwave ovens and dishwashers from
Miele as the basic appliance lineup in each apartment. The complex also
includes a Miele showroom where residents can add to their range of
appliances.
The Eden Island Resort on the Seychelles is of a completely different
character. Built on an artificial isle just off the main island of Mahé, 570 homes
have been developed, ranging from 67 m² apartments to luxurious villas with
their own jetty, fulfilling dreams of an exotic holiday home. Clavis International,
a specialist in the field of luxury resorts, is currently marketing the last 80 units
still available on Eden Island to prospects in Germany. New owners will be
able to call a fully furnished Miele kitchen their own, including a washing
machine and a tumble dryer. The majority of buyers are Europeans who
expect the same high standards at their resort as they are accustomed to back
home. As only appliances from the Westphalian quality manufacturer are
available on the island, it has become common parlance to refer to it as 'Miele
Island'.
Here, as in all other projects, Miele has not only been chosen for the image it
exudes. 'Maximum customer satisfaction with durable products, professional
processing throughout the entire project phase from calls for tenders, delivery
and installation, through to reliable after-sales service are the key reasons why
business partners turn to Miele', says Axel Kniehl.
Further projects have been fitted with Miele domestic appliances recently or
are currently pending:
One Tower Bridge
This complex, close to London's Tower Bridge, is likely to contain what is
alleged to be the world's most expensive penthouse – sold for no less than £
33 m. In the entire complex, around 150 units have been fitted with Miele
appliances.
Msheireb
A whole new quarter is being developed in the city of Doha (Qatar). The
developer, Msheireb Properties, is exploring new approaches to urban living
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Press Release
No. 007/2015 _ Page 3
and subscribes to the highest of environmental standards. Miele clinched the
deal to equip 130 apartments with Miele built-in and laundry-care appliances.
One 57
At the end of 2014, this exclusive residential building in the heart of Manhattan
was completed, including 118 units fitted exclusively with built-in appliances
from Miele. Further apartments also feature washing machines and tumble
dryers. The housing development under the auspices of the Extell
Development Company is based on plans drafted by the well-known architect
Christian de Porzamparc.
The Austin
Eight tower blocks house 1200 apartments on the mainland in Hong Kong
(Kowloon). Apartments up to 307 m² in size are equipped with up to 10 Miele
appliances each (kitchen and laundry-care products). In total, Miele is set to
supply around 9300 units. The Austin is due for completion in 2015 and is a
joint development involving Wheelock Properties Limited, New World
Development Company Limited and the MTR Corporation Limited.
Toranomon Hills
With a height of 255.50 m, this tower is the tallest building in Tokyo. The
official inauguration ceremony of this building comprising apartments, offices,
shops and a Hyatt hotel all under one roof was held in June 2014. Of the 172
premium apartments in Toranomon Hills, many were fitted with dishwashers,
ovens, induction hobs and laundry-care appliances from Miele. The developer
was the Mori Building Co. Ltd.
Burj Khalifa
Back in 2010, Miele kitted out 900 bespoke apartments in the world tallest
building, the Burj Khalifa, in Dubai. At the time, 7000 individual appliances
marked the single biggest order in the Miele company's history – and to this
day remains the most prestigious.
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Press contact:
Michael Prempert
Phone: +49 5241/89-1957
Email: [email protected]
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Press Release
No. 007/2015 _ Page 4
Company profile: Miele is the world's leading manufacturer of premium domestic appliances
including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers,
dishwashers and laundry and floor care 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 Miele company, founded in 1899, has 8 production plants in Germany as well as one plant
each in Austria, the Czech Republic, China and Romania. 2013/14 turnover amounted to
approx. EUR 3.22 bn with sales outside Germany accounting for around 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 around
17,660, 10,411 thereof in Germany. The company headquarters are located in
Gütersloh/Westphalia, Germany.
There are three photographs with this text
Photo 1: Exclusive holiday homes on the Seychelles: Eden Island leaves
nothing to be desired – as homes even come replete with Miele appliances as
an integral part of each home. (Photo: Eden Island Resort Seychelles)
Photo 2: Like all the other domestic appliances on Eden Island, cooker hoods
and gas hobs are from Miele. (Photo: Eden Island Resort Seychelles)
Photo 3: The Toranomon Hills Tower is the tallest building in Tokyo; a large
proportion of the apartments feature Miele domestic appliances. (Photo: Miele)
Text and photo download: www.miele-presse.de
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