Miele, winner of the Best Major Household Appliances Brand 2023 for the 5th consecutive year

Congratulations on this crowning achievement, Miele! How does this new win feel? 

We are once again very proud to receive this award! It's the fifth consecutive year we have won this award. Moreover, last year was very turbulent, with considerable pressure on the market. The fact that Miele wins this award even in those difficult circumstances gives it even more lustre!  Miele also achieved the 2nd largest market share in the market of 'Major Domestic Appliances last year, which makes us extra proud. We see this award once again as confirmation that sustainability and top quality are essential for Belgian consumers today. "Buy less, buy better" has been our motto for more than 125 years. So, we would like to sincerely thank our consumers, sales partners and the entire Miele (Belgium) team for this win!  

We keep asking you: what is your secret to remaining the strongest brand in the major household appliance sector for so many years continuously?  

For many Belgians, Miele is an iconic brand. Quality and durability have always been the main pillars of our strategy. Our products are tested to last 20 years and our machines last 10,000 hours - that's on average more than twice as long as those of our competitors. This long-term thinking is woven into the DNA of our family business, and we will never deviate from it. Soundness and quality will always remain our trademark. In addition, we always strive to bring relevant innovations to the market and make our consumers' lives easier thanks to our appliances. Think of the 'Mix&Match' function on our steamers, which lets you put a delicious and healthy meal on the table in just 30 minutes. 

Miele is number one due to its highest 'Share of Wallet'. How do you explain this continuous economic success? 

Our commitment to perfection and quality clearly remains relevant in the eyes of the general public. Indeed, our promise "Buy less, buy better" is gaining even more importance. Not only are Miele appliances manufactured to last and tested to last 20 years. In addition, we can only be and remain number one thanks to a very strong network of trade partners. They bring our Miele story every day with incredible passion.  

Miele has completely caught up with Samsung in terms of 'Share of Soul' compared to the previous edition. How? 

We invested even more in a well-thought-out 360° plan for our brand in all categories.  For example, in addition to our "Your kitchen at its best campaign", we have once again focused on our core business of washing from a sustainable angle. We also highlighted the added value of Miele appliances in consumers' daily lives. Finally, a definite factor is that we strengthened the physical presence of our brand in Belgium with our own Miele Experience Centres and the Miele Centers. 

Since the start of the energy crisis, have you noticed any changes in the sector, consumer trends, sudden changes?

In 2022, there was a sharp drop in sales in numbers compared to 2021. That was not an easy situation. But staying relevant to consumers is key & showing them how we can "unburden" them in everyday life. Moreover, we find that consumers are trading in older, less energy-efficient appliances for newer, more energy-efficient versions. Miele makes for a perfect choice. For each new generation of appliances, we focus on using less energy and water.  

This edition's theme is "No future". How does Miele ensure progress in such an uncertain situation?  

We continue to listen to consumers and stick to our omnichannel approach. We measure the impact of our plans. And of course, we continue to innovate to stay relevant as a brand. This year, we are planning some launches of appliances that are very important in our range. For example, the new line of Miele combi-steam ovens. In addition, we continue to focus on the energy efficiency of our appliances. 

What plans does Miele have this year to keep the lead at the next edition in 2024? 

Firstly, we will give e-commerce a more important place in our omnichannel approach. In addition, we will continue to focus on word-of-mouth and brand experience, including in our Miele Experience Centres. Finally, it is fundamental for us to be close to consumers and continue to show them how Miele makes their daily lives more comfortable, easier and sustainable.