Following a successful pilot program to widen Miele’s retail footprint towards the end of 2014, the famous German brand’s partnership with Victorian-based retailer The Good Guys will now be expanded nationwide.
Miele has for a long time held close relationships with Harvey Norman and the Narta Group, but has not had much of a presence outside these two powerful buying groups. The introduction into and expansion of Miele’s footprint in The Good Guys sees the brand considerably widen its consumer facing potential.
At this stage, The Good Guys will only stock Miele’s laundry and dishwashing appliances, both under the Chartered Agency system. Miele’s floorcare range was already being retailed at The Good Guys, though it is important to note that these appliances do not come under the Miele Chartered Agency system and a wholesaled to retailers using the more traditional model.
At this stage, The Good Guys will not be selling Miele refrigeration or cooking appliances.
“The Good Guys is Australia’s number one retailer for washing machines and dishwashers and Miele is one of the leading appliance manufacturers with high-end appeal, uncompromising quality and a loyal customer base,” Wayne Jennings, group general manager for merchandise, The Good Guys, told me.
“This partnership is important for both our businesses. For The Good Guys, it has allowed us to widen our range of premium brands and further grow our market share in laundry and dishwashers, which supports our growth strategy and customer offering.”
Over time, The Good Guys chain has developed a reputation as being more thrifty than some of its rival appliance retailers. The ‘Pay Less, Pay Cash’ mantra and warehouse-style layout of stores has lent itself to a more price-sensitive consumers, with many of its stores are located in suburbia, adding to this perception. By ramping up the rollout of premium Miele washing machines and dishwashers to 27 stores across the five mainland states and the Australian Capital Territory, The Good Guys is going a long way to smashing that stereotype. All told, there are 98 The Good Guys stores, so this rollout encompasses just over one-quarter of the network.
David Woollcott, Miele sales director, told me that this expansion was a natural development.
“It is important for Miele to be where our customers are,” he said. “The Good Guys has demonstrated ability to attract customers in the premium space and we look forward to a close and longstanding collaboration with our laundry and dishwasher products.”
And it seems that Miele will be where customers are shopping for these types of appliances, based on The Good Guys’ recent sales figures:
“In the last calendar year, The Good Guys’ market share in washing machines and dishwashers grew more than the market proving the company’s market leadership and continued ability to excel in a tough economic environment,” a spokesperson told me.
Miele’s Top 10 Selling Products in The Good Guys
- Freestanding Dishwasher (G4220 60-centimetre)
- Front Load Washer (W1913 7-kilogram)
- Front Load Washer (W5741 7.5-kilogram)
- Freestanding Dishwasher (G4420SC)
- Front Load Washer (W5873WPS 8-kilogram)
- Built Under Dishwasher (G4220UCS)
- Heat Pump Dryer (T8861WP 8-kilogram)
- Condenser Dryer (T7944C 7-kilogram)
- Built Under Dishwasher (G6100SCU)
- Condenser Dryer (T8823C 7-kilogram)
This author is on Twitter: @Patrickavenell
Here is the full list of The Good Guys stores that will be stocking Miele (correct at the time of publishing):
Hoppers Crossing, Victoria
Narre Warren, Victoria
Castle Hill, New South Wales
Caringbah, New South Wales
Alexandria, New South Wales
Chatswood, New South Wales
Campbelltown, New South Wales
Osborne Park, Western Australia
Cannington, Western Australia
Gepps Cross, South Australia
Marion, South Australia
Mt Gravatt, Queensland
Fyshwick, Australian Capital Territory