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Miele is most trusted brand in Great Britain

London/Gütersloh, January 16, 2013 No. 016/2013
Upright-Staubsauger S 7210

Fresh award from readers of 'Which?' magazine


As in the past two years, the highly reputable British consumer magazine Which? has once again awarded Miele the status of 'Most Reliable Domestic Appliance Brand'. In seven of ten product categories, Miele achieved first place: washing machines, tumble dryers, washer-dryers, fridge-freezer combinations, wall ovens, upright vacuum cleaners and cylinder vacuum cleaners.

These verdicts were based on three assessment categories. The most heavily weighted was the 'Reliability Score'. This results from the percentage of domestic appliances of a brand which, according to owners' claims, have worked perfectly since purchased. Satisfaction of customers with a brand and the likelihood of recommending a make to a friend is merged by Which? into a further criterion, the 'Customer Score'. More than 14,700 persons who had owned a domestic appliance for at least six years were polled.

The third factor is elicited from test results from Which? tests over the past year and the percentage of models of a given brand that were voted 'Best Buys' in consumer tests. In Miele's case, this involved 27 out of 35 machines which included all washing machines (5 models) and tumble dryers (7 models) tested by 'Which?'. These two products, like vacuum cleaners, topped the list in all three assessment categories. Britain's largest newspaper, 'The Independent' ran the headline: "Wunderbar! Miele rated best for kitchen appliances".

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Company profile: Miele is the world leader in the field of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floorcare products. This line-up is augmented by dishwashers, washer-extractors and tumble dryers for commercial use as well as washer-disinfectors and sterilisers for use in medical and laboratory applications (Miele Professional). The company, founded in 1899, has 8 production plants in Germany and one plant each in Austria, the Czech Republic, China and Romania. 2011/12 turnover amounted to approx. EUR 3.04 bn with sales outside Germany accounting for 70%. Miele is represented with its own sales subsidiaries and via importers in almost 100 countries. The Miele company, now in the fourth generation of family ownership, employs a workforce of around 16,700 with two-thirds in Germany. The company headquarters are located in Gütersloh/Westphalia, Germany.

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Upright-Staubsauger S 7210

'Which?' verdict on the upright tested: "The Miele S 7210 is excellent on carpet, laminate and floorboards. You can lay it flat on the floor, which makes it easy to vacuum under low furniture".

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