Miele supplies 12,000 built-in appliances for 3000 apartments in India

A relatively young business field is enjoying steady growth at Miele. Project business involves equipping exclusive new buildings across the world with premium domestic appliances on a big scale. The most recent example is the Golf Estate complex near the Indian metropolis of Delhi. Starting in 2015, Miele is due to supply 12,000 built-in appliances to 3000 apartments, making the Golf Estate the single biggest order in the history of the company.

Business with turnkey projects is booming above all in the mega-cities of Asia and North America as high-quality living space is created in the most attractive of locations. One difference which sets these apart from most high-end projects in Europe is the fact that homes are marketed from the outset replete with kitchen and bathroom furniture. And, indeed, the quality and image of the domestic appliances fitted lends credibility to the status and value of such real estate. Or, in other words, a project developer touting domestic appliances from the prestigious Miele brand is sending out a clear message that prospective buyers can expect the quality of construction of the building itself and its fittings to be of a commensurate quality.

'Project business still only accounts for a single-digit percentage share of total sales of domestic appliances at Miele', explains Dr Axel Kniehl, Executive Manager for Marketing and Sales with the Miele Group, 'in some countries such as Hong Kong and China, though, project sales make up as much as 80% of our business'. Over the coming years, Kniehl anticipates further growth as Miele's reputation and standing grows in luxury and status-driven markets such as China and Russia. And, what's more, the company is better prepared to handle project business since the launch of Generation 6000 kitchen appliances than ever before. The ageless design of these machines blends in elegantly with the interior design of contemporary homes. With fronts in four colours - stainless steel, obsidian black, havana brown and brilliant white - as well as various handle designs, customers also have great freedom in tailoring their kitchens to their own personal preferences. In total, kitchen appliances contribute around 43% to Miele turnover.

The Golf Estate in India, built by the highly respected M3M developer, comprises gas hobs, cooker hoods, microwave ovens and dishwashers from Miele as the basic appliance lineup in each apartment. The complex also includes a Miele showroom where residents can add to their range of appliances.

The Eden Island Resort on the Seychelles is of a completely different character. Built on an artificial isle just off the main island of Mahé, 570 homes have been developed, ranging from 67 m² apartments to luxurious villas with their own jetty, fulfilling dreams of an exotic holiday home. Clavis International, a specialist in the field of luxury resorts, is currently marketing the last 80 units still available on Eden Island to prospects in Germany. New owners will be able to call a fully furnished Miele kitchen their own, including a washing machine and a tumble dryer. The majority of buyers are Europeans who expect the same high standards at their resort as they are accustomed to back home. As only appliances from the Westphalian quality manufacturer are available on the island, it has become common parlance to refer to it as 'Miele Island'.

Here, as in all other projects, Miele has not only been chosen for the image it exudes. 'Maximum customer satisfaction with durable products, professional processing throughout the entire project phase from calls for tenders, delivery and installation, through to reliable after-sales service are the key reasons why business partners turn to Miele', says Axel Kniehl.

Further projects have been fitted with Miele domestic appliances recently or are currently pending:

One Tower Bridge
This complex, close to London's Tower Bridge, is likely to contain what is alleged to be the world's most expensive penthouse – sold for no less than £ 33 m. In the entire complex, around 150 units have been fitted with Miele appliances.

Msheireb
A whole new quarter is being developed in the city of Doha (Qatar). The developer, Msheireb Properties, is exploring new approaches to urban living and subscribes to the highest of environmental standards. Miele clinched the deal to equip 130 apartments with Miele built-in and laundry-care appliances.

One 57
At the end of 2014, this exclusive residential building in the heart of Manhattan was completed, including 118 units fitted exclusively with built-in appliances from Miele. Further apartments also feature washing machines and tumble dryers. The housing development under the auspices of the Extell Development Company is based on plans drafted by the well-known architect Christian de Porzamparc.

The Austin
Eight tower blocks house 1200 apartments on the mainland in Hong Kong (Kowloon). Apartments up to 307 m² in size are equipped with up to 10 Miele appliances each (kitchen and laundry-care products). In total, Miele is set to supply around 9300 units. The Austin is due for completion in 2015 and is a joint development involving Wheelock Properties Limited, New World Development Company Limited and the MTR Corporation Limited.

Toranomon Hills
With a height of 255.50 m, this tower is the tallest building in Tokyo. The official inauguration ceremony of this building comprising apartments, offices, shops and a Hyatt hotel all under one roof was held in June 2014. Of the 172 premium apartments in Toranomon Hills, many were fitted with dishwashers, ovens, induction hobs and laundry-care appliances from Miele. The developer was the Mori Building Co. Ltd.

Burj Khalifa
Back in 2010, Miele kitted out 900 bespoke apartments in the world tallest building, the Burj Khalifa, in Dubai. At the time, 7000 individual appliances marked the single biggest order in the Miele company's history – and to this day remains the most prestigious.

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Company profile: Miele is the world's leading manufacturer of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floor care 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 Miele company, founded in 1899, has 8 production plants in Germany as well as one plant each in Austria, the Czech Republic, China and Romania. 2013/14 turnover amounted to approx. EUR 3.22 bn with sales outside Germany accounting for around 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 17,660, 10,411 thereof in Germany. The company headquarters are located in Gütersloh/Westphalia, Germany.