Spectacular kick-off at IFA/ Officially confirmed by independent test institute

At the recent IFA trade show, Miele showed off its expertise and prowess in the field of laundry care: The new Miele W1 washing machine washes hygienically clean in only 59 minutes. With its QuickPowerWash programme, the W1 achieves an A rating for wash efficiency with ease according to the EU labelling system. And now, this has also been endorsed by the highly reputable wfk Institute for Applied Research in Krefeld, Germany.

'The excellent wash performance ('A' rating) was verified using standard soiling (IEC test swatches) and a load size of 5 kg at temperatures of 60°C and 40°C' says the official wfk certificate recently handed over to company representatives. By contrast, conventional short programmes require compromises in terms of wash performance. 'As far as we know, Miele is currently the only manufacturer able to offer its customers a programme for normally soiled laundry lasting less than 1 hour - even endorsed by independent tests', says Frank Jüttner, Managing Director of Miele's German sales subsidiary.

The secret lies in the new Miele PowerWash process in which a separate circulation pump is used. In combination with a special drum rhythm and rotational speed, this ensures that detergent penetrates the load deeper and faster. As a result, cleaning performance is increased by at least 10%. This, too, has been tested and confirmed independently by the Krefeld-based wfk Institute.

The Gütersloh family-owned company's IFA presentation this year was under the motto 'Creating Fascination'. The 3000 m² stand was located in the usual place in Hall 2.1.

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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 oven 16,700 with two-thirds in Germany. The company headquarters are located in Gütersloh/Westphalia, Germany.