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Miele records 12% growth
Sales in 2005/2006 fiscal year total EUR 2.54 bn
Miele's start into the new financial year is marked with optimism. Miele management expects "dynamic growth to continue apace", based on a strategy to produce sustainable expansion worldwide in all divisions of the company. The focus is on new products, exploiting the market potential in the 37 countries in which Miele is already represented with its own subsidiary, and on establishing new markets.
Miele represents the only premium domestic appliance brand available on all five continents. "Growth is coming mainly from the fact that we are an international company and have not yet fully tapped the resources in existing markets", says Dr. Reto Bazzi, responsible for Sales and Marketing. Miele still sees great potential in regions around the globe where the brand does not yet provide blanket sales and service coverage. The example cited in this context is South America, where Miele is currently investigating the feasibility of setting up new subsidiaries.
Miele sees such excellent sales growth as welcome confirmation of a business policy which revolves around the quality and durability of its products. "All the products we develop and produce are built to last at least 20 years and are designed to meet the needs of a stable and discerning customer base", explains Dr. Eduard Sailer, the board member responsible for all technical issues. "Steady growth at Miele will always stem from Miele's position as technology leader and our ability to produce a never-ending stream of innovative products and features."
Highest unit sales ever recorded: More than 2 million vacuum cleaners and well over 1,1 million washing machines and tumble dryers
Miele's latest generation of laundry-care products has been so successful that the company managed to produce well in excess of 800,000 washing machines and around 350,000 tumble dryers. New dishwasher and vacuum cleaner series also added further impetus to sales, with Miele selling more than 2 million vacuum cleaners in a single year for the first time ever. At 550,000 units, dishwasher sales, too, reached new heights while significant increases were also recorded by numerous Miele built-in appliances ranging from steam cookers to conventional ovens, hobs and warmer drawers. Growth in units sold was also reported on the commercial side, above all by laundry machines and Miele's 'Little Giants', a range of semi-commercial washer-extractors and tumble dryers.
Significantly improved growth in Germany
Annual turnover at Miele's subsidiary on the German home market in the 2005/2006 business year reached EUR 751 m, up 9.5% from EUR 685 m in the previous period. Given this achievement, Miele has grown better on its own doorstep than any other German manufacturer of domestic appliances.
Miele corporate strategy brings success abroad
Turnover outside Germany in the same period grew by almost 14% to EUR 1.77 bn. The key to this success lies in a corporate sales strategy with a clear focus on growth. Miele's policy is to carefully research national and regional consumer needs and habits and to put together a range of products that best meets these requirements in each case. As a result, Miele is becoming a highly coveted brand the world over. The greatest potential for turnover growth, in percent, is currently coming from Russia and the CIS states as well as the whole of Eastern Europe in general - from the Czech Republic to Hungary and Poland. Miele's traditional overseas subsidiaries in Australia, Japan, the US, Canada and South Africa also reported double-digit growth. Excellent progress was also made in new overseas markets from Hong Kong, Singapore and the United Arab Emirates to Mexico.
Miele subsidiaries in Scandinavia and Northern Europe had also obviously firmly set their sights on growth, with Norway, Denmark, Finland, the Republic of Ireland, Great Britain and Sweden all turning in high double-digit growth figures. Southern Europe, led by Spain and Italy, also recorded growth in double digits.
Excellent results were also achieved in traditional Miele markets bordering on Germany. With a sales share of almost 60%, these countries, together with Germany, still represent the backbone of the Miele group. Here, too, Miele is clearly ahead of its competitors in terms of turnover growth. Miele was able to improve its excellent position on markets in Germany, the Netherlands, Belgium and Switzerland.
Miele group investments of EUR 135 m, including EUR 100 m in Germany
The Miele Group invested EUR 135 m in the past business year compared with EUR 122 m in the previous year, including investments of over EUR 100 m in Germany. As per June 30, the Miele Group employed 15,019 persons (14,814 in the previous year). "Although restructuring measures already initiated at production plants and Central Headquarters continue to be implemented as a matter of priority, staffing levels in the Miele Group have nevertheless increased slightly on account of significant rises in unit output and work on expanding our worldwide sales organisation", explained Mr. Schübel. Since it was founded in 1899, the Miele company has been both run and owned by the Miele and Zinkann families. The board of management consists of Horst Schübel, responsible for financial and administrative affairs, Dr. Eduard Sailer, Technology, Dr. Reto Bazzi, Sales and Marketing, together with Dr. Markus Miele and Dr. Reinhard Zinkann, fourth-generation representatives of the respective founding families.
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