Flying high! Miele air freighting in Generation 6000 appliances to meet huge demand


Miele Generation 6000 in CleanSteel.

Miele’s new Generation 6000 range of appliances has been so well-received by Australian retailers and consumers, the German manufacturer has had to employ air freight to meet pre-Christmas deliveries, the Australian subsidiary reports.

Rudi Niemoller, the category manager for food and beverage preparation at Miele Australia, told Appliance Retailer that not only is Generation 6000 proving popular, it is the high end models in the range that are turning customers’ eyes.

“The undisputed star performers of the new range are the latest flagship products with Miele’s innovative M-Touch electronic controls,” Niemoller said. “But it is not just this intuitive user interface that has received praise from retail sales staff and end consumers; the unique combination of Miele features, such as the new PyroFit oven accessories, country-specific automatic cooking programs, advanced MoisturePlus operating modes or the new MultiSteam technology in steam ovens and steam combination ovens are also proving to be clear winners.”

Miele launched Generation 6000 in Australia in late August, having first previewed it in Germany in early 2013. The range comprises new ovens, steamers, microwaves and warming drawers, while there are also new coffee machines and dishwashers to add value to the sale.

A key component of Generation 6000 is the colour options: a traditional stainless steel look (called ‘CleanSteel’), black (‘Obsidian’), white (‘Brilliant’) and brown (‘Mink’). Niemoll said Miele Australia had been blown away by the demand for these colours.

“If there is one major element of surprise,” he said, “it is the overwhelming response to Miele’s colour strategy.

“Whilst it is still early days, the number of consumers who are opting in favour of Miele’s new is actually close to double what we had originally anticipated.

“CleanSteel continues to be the most popular finish, however, it is clear that an increasing number of consumers, designers and specifiers are looking for fresh and contemporary alternatives.”

In a recent interview with Appliance Retailer, Miele managing director and co-owner Dr Markus Miele gave the following breakdown of Miele’s colour options:

Brilliant White — “Great colour: 50 per cent of new kitchens in Germany are white or white-ish.”
Mink (marketed as ‘Havana Brown’ in some overseas countries) — “Good for older kitchens.”
Obsidian Black — “It fits into designer and modern kitchens.”
Stainless steel — “Classic; will account for 70-to-75 per cent of all sales.”

Those wanting to know more about colour trends should read Appliance Retailer’s exclusive coverage of Pantone’s taste-making predictions for the next 18 months in homewares.

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