Dragana Marinković Dimitrijević, Brand Manager, Miele Serbia - The secret of 125 years of success lies in the promise "Forever Better"

(Photo: Miele)

Regardless of the style of your household, Miele will always be the best choice that you can`t go wrong with - says Dragana Marinković Dimitrijević, brand manager of Miele Serbia, in an interview with the eKapija portal.

On the occasion of a significant anniversary – 125 years of existence, Miele presented its consumers with a special, birthday series of appliances that will be current until the middle of next year. In accordance with the company`s slogan "Forever better", Miele home appliances are designed to last 20 years, which, as our interlocutor says, may be unusual nowadays, but this is exactly what makes the brand stand out on the market.

eKapija: The company Miele is celebrating its 125th anniversary this year. How do you mark this important anniversary?

- That`s right, even though Miele has been around for more than a century, some things haven`t changed in all this time, and that`s the commitment to uncompromising quality and continuous improvement of the experience of using devices. This approach has led to Miele becoming a brand that users trust the most.

What we like to highlight, and which I believe also reflects the philosophy of the brand, is that the company is still family owned and completely independent. Miele was founded in 1899 by the engineer Karl Miele and the businessman Reinhard Zinkan, and their families, currently the fourth generation, are still the owners. Tradition is what the brand prides itself on, and maintaining a family legacy is the basis for producing devices that last for many years, thus connecting multiple generations.

When it comes to marking this important anniversary, Miele presented its consumers with a special, birthday series of appliances that properly round off the brand`s work so far.

(Photo: Miele)

eKapija: What is the vision for the new product line launched on the occasion of the 125th birthday? What sets them apart compared to previous generations of Miele appliances?

- With its birthday series of appliances, Miele is once again setting standards in quality and durability, functionality and sustainability, design and ease of use. The birthday series includes devices from all categories grouped into two promotional ranges, and this special offer will be valid until the middle of next year.

125 Edition models featuring advanced features are available to customers at a special birthday price, along with valuable gifts. There is also the 125 Gala Edition series, a prestigious Miele appliance line, which also brings significant advantages in terms of functionality and accessories, and these models are available with a free extended warranty of 125 weeks.

Selected kitchen devices from the 125 Gala Edition series are also available in an exclusive matte black color that brings a touch of luxury and elegance to the interior. You shouldn`t be afraid to step out of your comfort zone by choosing a shade like this - it fits perfectly into any style and effortlessly combines with other different materials and colors. It is important to emphasize that the material and build quality guarantee resistance to traces of use of the 125 Black Mat device, which means that fingerprints or scratches will be imperceptible.

(Photo: Miele)

eKapija: Miele devices are recognizable by their elegant and modern design, which has often been awarded. Can you tell us a little more about these awards?

- Just this year, Miele won the iF Design Award, the most recognized German design award, which is another proof that we are not only talking about uncompromising quality here, but also about innovative design. After all, Miele is a brand known for its functional values as well as its aesthetic ones.

The devices were evaluated on the basis of idea, form, function, differentiation and impact, and two of the seven awarded Miele devices belong precisely to the 125 Gala Edition line - it is a wine cooler and an induction hob.

eKapija: In what way does the aesthetics of Miele appliances reflect the values ​​of the brand itself and how do they inspire your consumers when decorating their homes?

- Miele design reflects the Miele values, namely innovation, fascination and quality. Our design is synonymous with clear forms, eternal elegance and intuitive handling. As we like to say, using Miele appliances brings ease and joy. All of this brings us to the key message, which is that, regardless of the style of your household, Miele will always be the best choice that you can`t go wrong with. Simply put, when you`re building devices to last, their appearance is just as important as their quality, and both must live up to decades of standards.

The design of Miele appliances is therefore closely related to the experience of using them. Our designers and engineers constantly monitor the international markets in which Miele operates, in order to create a unique product range that follows current trends. The device fronts match perfectly and always provide a harmonious whole, regardless of their position, and the variety of colors (graphite gray, obsidian black, glossy white, matte black, black/stainless steel and beige) contributes to the ease of combination, regardless of whether the style of your household is traditional, contemporary or modern.

eKapija: How do you imagine your perfectly decorated interior, refined with Miele appliances?

- Given that I like to cook, it is important to me how my kitchen looks and how it is equipped, because the beauty of the surroundings affects how you feel in the space where you work, and therefore the results of what you do. I have really seen many times how much Miele facilitates and improves the everyday experiences of its consumers, and that is why I sincerely recommend it to my friends. What I would also like to single out is the completely new color of the appliances - pearl beige. It is a neutral shade that easily fits into the interior, regardless of the style of decoration and other present colors, and looks especially good in combination with wood. For all lovers of minimalist elegance, this shade will definitely become a favorite because it gives kitchens an unusual look.

(Photo: Miele)

eKapija: Miele is also known for the high reliability and longevity of its appliances. How does the brand ensure recognizable quality that makes it the brand most trusted by customers?

- Miele home appliances are designed to last 20 years, which may be unusual these days, but that`s exactly what sets the brand apart in the market. For 125 years, Miele has fulfilled its promise of flawless results by being the only manufacturer to test every appliance that leaves the production line, rather than a random sample, for a lifetime of two decades, while guaranteeing original spare parts for up to 15 years after the end of production of a particular model. The promise of quality and durability is part of our commitment to the future.

Here`s an interesting fact: while some car engines are being tested for 3,000 hours, Miele carefully evaluates the performance of its machines for up to 10,000 hours to ensure optimal results.

What is also important to point out is that one of the basic principles of the brand is customer carelessness. Miele boasts a large team of authorized service partners, and whether it`s online or telephone assistance, or on-site service, a quick and efficient response is assured. When it comes to the domestic market, professional service is available throughout the territory of Serbia and Montenegro. Therefore, buying a Miele appliance means investing in durability, maximum ease of use and premium quality.

(Photo: Miele)

eKapija: At a time when the home appliance market is extremely competitive, how does Miele manage to remain a leader in the premium segment? How has it adapted to changes in consumer needs and expectations?

- The secret of success starts from the company`s slogan itself, which reads: "Immer Besser" (Forever better). Miele is a brand that, for more than a century, has been a step ahead, focusing on the production of appliances that are of exceptional quality and as such serve their users in the best way and make their everyday life easier for many years.

Miele appliances set standards in durability, performance, ease of use, service and environmental impact. The exclusive design and practical functions for which Miele has been recognized year after year confirm the company`s philosophy and belief that the constant pursuit of innovation is the key to success. And while the quality standard is unquestionably maintained, the design and specific functionalities of new products allow us to adapt first to the needs of our consumers, and then to trends, which ensures our competitiveness for many years.

Given that it is fueled by the idea of "why not", rather than "why", Miele lives through fresh ideas and significant innovations harmoniously combining aesthetics and function. The minimalist approach creates a timeless appeal in every aspect, making Miele a brand of today that looks boldly towards tomorrow.