Company Miele & Cie. was established in June 1898 in the village of Herzebroch in Germany, it was founded by two young entrepreneurs Carl Miele and Reinhard Zinkann, who at that time were 30 years old, the official production of milk separators began 1- th July 1899. Entrepreneurs, as is often the case, divided the responsibilities of Karl Miele in production, and Reinhard Zinkann in the financial side of the business and sales. The name of the company was given by the name of one of the founders, which once again emphasizes the family business, passed down from generation to generation within the families of the founders. The name is also successful from the point of view that it sounds native to many European languages: for Italians and French, this name reminds of honey - “miele” and “miel”, respectively, the Dutch will come to mind the name Miele, of German origin or an abbreviation for Amilius, Amelis, Emily.
The Miele logo is the name of the company written on a red background in white letters, at the bottom is the company slogan, chosen more than a hundred years ago: “Immer besser” - “Everything is better” or “Better and better”, the translation option is more often used - “Everything else is a compromise”, these words are translated into the buyers' native language in each country. The logo is a beautiful message in its simplicity and power to customers and has remained virtually unchanged since the 20s of the last century, it appeared at the very beginning of the company's existence and was affixed to all its products and in any advertising message. The highlight of the image is a slash instead of a dot in the letter "I", studies show that only this single touch is recognizable by customers and unmistakably identified with Miele.
|An ancient Miele typewriter on the showcase of a company store in Kyiv|
Starting with milk separators, Miele expanded the production of more and more types of products: household appliances, cars, industrial equipment, until in the 70s it was decided to concentrate on the production of exclusively household appliances, but in this area there is, perhaps, not a single product, which would not have been introduced in the Miele range. The company manufactures washing machines, dryers, dishwashers and ironing machines, ovens and electric stoves, microwave ovens, cooktops, hoods, refrigerators, vacuum cleaners, equipment for cafes and restaurants, etc. Miele was the first in Europe to mass-produce dishwashers, and then their automated version, one of the first to equip household appliances with touch sensors and microprocessors - this is what I understand about caring for housewives!
According to Miele representatives, almost all product components are manufactured at the company's factories in Germany and Austria, which once again confirms the principle "if you want to do something well, do it yourself." The company in every possible way emphasizes the high class of the created equipment, its "indestructibility", durability and convenience for the user with high demands.
As one of the leaders in the world of premium home appliances, Miele meets all the needs of customers and even goes ahead of their desires. But the majority of people with an average income in our country, after admiring, say, a Miele washing machine in a store, look at the price tag wistfully, and then, after stroking the shiny surface of this perfection, dejectedly wanders to look after themselves not so perfect, but also a good household helper.