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Press Release
No. 041/2008

Miele opens new Gallery showroom concept in Wellesley, MA
Some good economic news: Miele to invest heavily in showroom gallery concepts and open new showroom in Scottsdale, Arizona
Wellesley, MA – November 11, 2008 – Miele opened the doors today to its new Gallery showroom in Wellesley, MA. Nick Ord, U.S. president and regional sales director Bob Fava were in attendance to officially cut the ribbon and welcome the showroom’s first V.I.P. guests. The new showroom is evidence that not all the economic news is bad. Miele U.S. is one of the top ten growth areas for the German-based company and reported increased sales and staff levels. According to the company’s latest business report: “Miele’s subsidiary in the United States achieved double-digit growth (in dollars) during the current business year.”
The Miele Gallery in Wellesley is the fourth showroom, in America, to be transformed into the new Gallery concept. Moving forward, the company will continue to convert its existing showrooms as well as open a new showroom in Scottsdale, AZ in the second quarter of 2009. Select retailers will also be transitioning to the Gallery concept. In 2009, Albert Lee appliance retailers based in the Seattle, WA will be the first in the country with a Miele retail Gallery setting.
The Gallery is an upscale, boutique setting that displays products in a minimalist environment – free from distractions of the typical kitchen vignette. The 3,680 square foot Gallery in Wellesley is open to the public and trade Monday – Friday 8:30 am to 5:00 pm. In addition to the complete make over of the showroom space itself, Miele has added a display for Professional products that includes professional laundry systems and dishwashers.
“Our mission, the world over, is to create a light and attractive setting for clients to view our appliances and technology,” stated Paul McCormack, senior marketing manager for Miele, Inc. “Void of the typical kitchen vignettes, our products stand proud, without the diversion of cabinets, countertops or other elements. We’ve branded these stunning retail settings as galleries. Similar to a masterpiece on the wall of a fine art museum, our appliances can be experienced and appreciated without distraction. And, of course, we promote using the products as well: enjoying a perfect espresso, cooking in our live kitchens, washing delicates in our laundry systems or placing a tall champagne flute in our dishwashers.”
 
“The first impression our guests have when they enter the space is WOW. The entire atmosphere is really exciting and very high end,” continued McCormack. “It sends a positive message that Miele continues to move forward – despite the current economic climate. We have exciting new products in Miele refrigeration, laundry and ovens – and the Gallery fully positions and differentiates us now and into the future.”
The Wellesley Gallery features a beautiful selection of Miele appliances and welcomes consumers and designers to experience live products through cooking programs and educational seminars. “The promise of performance is what stands out,” noted Bob Fava, a regional sales director for Miele. “Instead of noticing the closet system, our clients now see the crisply pressed fine linens made possible with a live rotary iron. The Gallery design connects Miele’s innovations with its results.” Classes and events are listed online at mieleusa.com.
A commitment to preserving and protecting the environment is one of Miele’s prime corporate missions and for decades, Miele has successfully reduced the energy and water consumption of its products (see statement at end of release). The new Gallery concept is no exception. The stunning white displays and flooring are made of recycled materials and all the supplies – including light bulbs are also recyclable. As the company’s innovation cycle has sped up over the years – the Gallery’s unique modular design allows for new graphics and new products to be integrated easily without having to make major renovations.
“Many may ask us if the time is right to invest so heavily in these new showrooms,” stated Nick Ord, U.S. president of Miele, Inc. “Our answer – absolutely. It’s not just a good time; it’s the right time. Miele is the largest family-owned appliance company in the world. While we aren’t immune to economic hardship, we also control our own destiny as a privately held company. Importantly, we recognize that we must continue to lead the industry. Lead in design. Lead in quality. And lead in innovation. ‘Forever Better’ (‘Immer Besser’) has been our motto for more than a century. It’s in our DNA to move forward, to improve and to succeed.”
“Importantly, the Gallery is part of our total brand experience - communicating the quality, design and technology our products are known for around the world,” stated Ord. “The Wellesley Gallery joins a growing list of Miele properties that have successfully undergone this transformation. From Prague to Hong Kong and Gütersloh to New York… we are successfully engaging with clients in this new atmosphere. We are working to transform all our retail environments – so that designers, builders and consumers will see Miele in one light – as the world’s most innovative appliance company.”

About Miele
There are only a few brands in the world that have sustained their vision, traditions and quality for more than a century. Fewer still that can claim consistent family ownership and international brand name integrity. And only one that is recognized for creating the world’s most innovative appliances. Founded in 1899 with a single promise of Immer Besser, a German phrase meaning Forever Better, Miele has dynamically grown to become the world’s largest family-owned and operated appliance company with over 16,000 employees in 40 countries.

As a premium appliance brand represented on all five continents, Miele is steadfastly committed to the highest quality, performance and environmental standards. The company’s innovative heritage, state-of-the-art design and engineering aesthetic have inspired comparison to other German brands synonymous with innovation: Mercedes-Benz and BMW.

Miele’s range of exceptional consumer appliances includes: vacuum cleaners; laundry systems; rotary irons; dishwashers; built-in convection, speed and steam ovens; cooktops; ventilation hoods; refrigeration; wine storage and coffee systems. In addition, Miele Professional offers commercial cleaning equipment such as laboratory glassware washers, industrial parts cleaning systems, dental disinfectors and commercial wet cleaning systems.
For more information, consumers and design professionals can call 800.843.7231, log on at mieleusa.com or visit one of Miele’s modern product showrooms in Beverly Hills, CA; Boca Raton, FL; Chicago, IL; Dallas, TX; Princeton, NJ; New York, NY; Wellesley, MA; San Francisco, CA; and Seattle, WA. Scottsdale, AZ Gallery to open in 2nd quarter of 2009.

Miele and the Environment
Miele has a long history of environmental leadership. Every detail is considered from the production process and shipping, to household use and to the appliance’s ultimate disposal. Miele’s production facilities operate to strict DIN EN ISO 14001 environmental performance standards and Miele recently signed the CECED code of conduct to support human rights and environmental protection globally. In operation, Miele constantly strives to make every product respect our natural resources.  As an example, since 1990 Miele has reduced water consumption by 42.4% and electricity by 29.2% in domestic washing machines. The same environmental ingenuity has been applied to domestic dishwashers where in the last 15 years water consumption has been reduced by 50.3% and energy use cut by 33.8%. Additionally, from 1990-2002 advancements in Miele oven technology led to a 29% reduction in energy consumption. Miele’s active leadership role in global organizations like the International Electrotechnical Commission (IEC), Energy Star® (the partnership program backed by the US Environmental Protection Agency and the US Department of Energy), the Association of Home Appliance Manufacturers (AHAM) and others demonstrate the company’s serious position regarding the protection of our global environment.

An unprecedented quality pledge guides Miele to produce appliances that are designed to last for 20 years of continuous use – far longer than the average. And their high metal content and clearly marked plastic components are ready for recycling once the product’s useful life is complete – reducing landfill waste and conserving raw materials for future generations.

For further information, please visit mielepressroom.com and download the Miele Sustainability Report.
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Miele, Inc.

Captions:

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Detlev Schroeder, Property Manager; Bob Fava, Regional Sales Director; Jane Vitagliano, Gallery Manager; Keith Russel, Regional Sales Manager; Joyce Humphrey, Territory Support Specialist; Nick Ord, President and CEO, Miele's US Operation
Photo: Miele

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