Miele reports of a strong 2020 with vacuums and refrigerators standout categories

The Executive Board of the Miele Group (L-R): Dr. Stefan Breit (Technology), Dr. Markus Miele (Executive Director and Co-Proprietor), Olaf Bartsch (Finances and Administration), Dr. Reinhard Zinkann (Executive Director and Co-Proprietor) and Dr. Axel Kniehl (Marketing and Sales).

Miele has reported that it achieved sales of €4.5 billion in 2020 – up by 6.5 per cent compared to 2019 and despite “the turmoil caused by the pandemic”, it said.

For its fiscal year January to December last year, growth was strongest in Germany, central Europe and China. In the UK, levels of sales were “roughly held”. Online sales saw the most positive development in all markets, the manufacturer reported.

It added that business has been a “roller coaster ride”. Whilst the year got off to a promising start, the company experienced a big dip between March and May, followed by strong demand during the summer and an “outstanding” second half, with consumers spending more money on their homes and domestic appliances reaping the benefits.

Vacuum cleaners and refrigeration were standout categories for the Miele Group – the new ERT Award-winning cordless Triflex HX1 stick vacuum cleaner, launched at the end of 2019, got a special mention, while on the refrigerator and freezer front, sales were helped by an increased demand for food storage solutions.

Other successful areas include the Generation 7000 range of built-in appliances and G 7000 dishwashers, plus Miele’s upgraded laundry care portfolio.

Miele Group’s Executive Board said: “Thanks to our strong brand, a high-quality product range and the persistent expansion of digital marketing activities, Miele has nevertheless succeeded in surpassing the previous year’s turnover by a considerable margin. We will continue to stay our course and, indeed, strengthen it.”

Addressing the issues around production and supply of stock (something that has affected nearly all manufacturers in the past year), Miele said its plants are currently operating with “a very high workload”.

“Extra shifts have been added and production capacities permanently increased.”

The German manufacturer reported that it is “close and constant contact” with the retail trade while it battles with longer delivery periods for washing machines, tumble dryers and dishwashers.

Staff also received a bonus in December as a “thank you for their outstanding commitment in these hard times”.

Miele also said in its latest statement it is focusing on an “ambitious expansion” of its sustainability strategy. The Group aims to attain climate neutrality at all its locations during 2021 with respect to both its own emissions and its energy suppliers.