Miele ANZ
Miele ANZ is the Australian and New Zealand subsidiary of German premium appliance maker Miele & Cie. KG, distributing and retailing built-in kitchen, laundry, and floorcare appliances through 14 Experience Centres, partner stores, and e-commerce, supplemented by consumables, subscription, and a connected Miele@home platform.
- Company typePrivate
- Founded1899
- HeadquartersMosman Park, Australia
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Miele ANZ does
Miele ANZ is the Australian and New Zealand distribution and retail arm of the German premium appliance manufacturer Miele & Cie. KG, operating as Miele Australia Pty Ltd from its headquarters in Hawthorn East, Victoria. The business sells built-in and freestanding kitchen appliances (ovens, steam ovens, cooktops, rangehoods, coffee machines, dishwashers, refrigeration, vacuum sealing drawers, and warming drawers), laundry appliances (washing machines, tumble dryers, washer-dryers), and floorcare products (cordless stick, bagged, bagless, and robot vacuum cleaners), plus proprietary consumables such as PowerDisk and UltraPhase detergents and FragranceDos fragrances. The product line is supported by the Miele@home connectivity platform, the Miele App, and a '20-year durability' testing programme validated by the Fraunhofer Institut, with proprietary technologies including TwinDos, PerfectDry, EcoSpeed, the Honeycomb Drum, steam cooking, vacuum sealing, and SensorTouch controls.
The company runs a hybrid go-to-market model: 14 owned Miele Experience Centres across Australia and New Zealand function as immersive showrooms and consultation venues, supplemented by an authorized Miele Partner Store network and a direct-to-consumer e-commerce shop (shop.miele.com.au). Revenue is generated from premium one-time hardware sales across consumer and professional/B2B channels (restaurants, hotels, commercial laundries, plus architect and builder specifications via a CAD/BIM library), and increasingly from recurring streams including the Miele Care Products Subscription for consumables, the Miele for Life loyalty programme, extended warranty and service packages, and spare parts. Pricing is not publicly disclosed and is quote-based, consistent with a premium positioning that targets affluent homeowners, cooking enthusiasts, and commercial customers rather than mass-market volume.
Strategic emphasis is placed on converting a 125-year-old brand and 'Immer Besser' quality reputation into ecosystem economics: durable hardware, proprietary consumables, connected appliances, a subscription consumables service, and a loyalty programme designed to extend customer lifetime value. The company is privately held as a wholly-owned subsidiary of Miele & Cie. KG, with no disclosed funding events, M&A, or leadership changes in the available data.
Miele ANZ firmographics
Firmographics- Name
- Miele ANZ
- Legal name
- Miele Australia Pty Ltd
- Website
- https://miele.com.au
- Company type
- Private
- Founded year
- 1899
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Miele ANZ is the Australian and New Zealand subsidiary of German premium appliance maker Miele & Cie. KG, distributing and retailing built-in kitchen, laundry, and floorcare appliances through 14 Experience Centres, partner stores, and e-commerce, supplemented by consumables, subscription, and a connected Miele@home platform.
- Ownership category
- akta.pro rank
Miele ANZ industry classification
Industry- Product category
- Home Appliances
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Major Household Appliance Manufacturing (335220)
- SIC
- Household Appliances (3630)
- akta.pro primary industry
- Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH)
- akta.pro secondary industry
- Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)
Keywords
Where Miele ANZ is headquartered
LocationHeadquarters
- HQ city
- Mosman Park
- HQ country
- Australia
- HQ region
- Oceania
Offices8 records
Markets served
Miele ANZ business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Premium Appliance Sales: Sale of high-end domestic appliances including kitchen (ovens, cooktops, dishwashers, refrigeration), laundry (washing machines, tumble dryers), and floorcare (vacuum cleaners) products. Products sold through Experience Centres, partner retailers, and online shop.
- Professional/Business Appliances: Professional-grade appliances for commercial customers including restaurants, hotels, and commercial laundries through dedicated professional business division.
- Cleaning Products and Accessories: Ongoing consumables including PowerDisk detergent, UltraPhase detergent, powder and liquid detergents, tumble dryer fragrances, vacuum bags and filters, and other accessories sold through online shop and Miele for Life membership.
- Service and Warranty Packages: Extended warranty packages, service certificates, and maintenance services for appliances.
- Spare Parts: Replacement parts and accessories for Miele appliances available through spare parts ordering system.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Premium appliance pricing - high-end positioning |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels10 records
Miele ANZ product offering
Product offeringCore offering
Miele ANZ distributes and sells premium built-in and freestanding home appliances across kitchen (ovens, steam ovens, cooktops, rangehoods, dishwashers, refrigeration), laundry (washing machines, tumble dryers, washer-dryers), and floorcare (cordless, bagged, bagless, and robot vacuum cleaners) categories. Offerings are complemented by branded cleaning consumables, accessories, and spare parts, supported by the Miele@home smart home platform. The company operates 14 Miele Experience Centres across Australia for hands-on product demonstrations, personalized consultations, and a dedicated professional business division supplying commercial-grade appliances to hospitality and commercial customers.
Product overview
Miele ANZ offers a premium portfolio of built-in and freestanding home appliances across kitchen, laundry, and floorcare categories, designed with a focus on longevity and quality tested to equivalent of 20 years use. The core product lines include Kitchen Appliances (ovens, steam ovens, cooktops, rangehoods, coffee machines, dishwashers, refrigeration, vacuum sealing drawers, warming drawers), Laundry Appliances (washing machines, tumble dryers, washer-dryers), and Floorcare (vacuum cleaners including stick, bagged, bagless, and robot models). These are complemented by cleaning products (detergents, fragrances, accessories) and supported by the Miele@home smart connectivity platform enabling networked appliance control. The company operates 14 Miele Experience Centres in Australia for demonstrations and consultations, and offers the Miele for Life loyalty programme. A subscription service provides regular delivery of care products. Products are available through the online shop, Miele Experience Centres, and partner retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- Kitchen Appliances Built-in and freestanding kitchen appliances including ovens, steam ovens, cooktops, rangehoods, coffee machines, dishwashers, fridge freezers, freezers, wine fridges, vacuum sealing drawers, and warming drawers, designed for integrated premium kitchen installations.
- Laundry Appliances Laundry care appliances including front-loader washing machines (W1/W2 series, 8-9kg capacity), heat pump tumble dryers (T1/T2 series), and washer-dryers, featuring TwinDos, QuickPowerWash, SteamCare, PerfectDry, EcoSpeed, and M Touch Pro controls.
- Vacuum Cleaners Floorcare vacuum cleaners including bagged cylinder, bagless cylinder, cordless stick, and robot models, tested for durability equivalent to 20 years of use, designed for all household sizes and flooring types.
- Gourmet Warming Drawers Built-in ESW7000 series warming drawers for warming crockery, keeping food warm, low-temperature cooking, and proving dough, featuring Push2open one-touch mechanism, SensorTouch controls, and Miele@home connectivity.
- Vacuum Sealing Drawers Built-in EVS 7000 series vacuum sealing drawers for food storage, portioning, marinating, and sous-vide cooking preparation, featuring three vacuum settings.
- Cleaning Products and Consumables Branded consumables and accessories including PowerDisk dishwasher detergent, UltraPhase laundry detergent, powder and liquid detergents, tumble dryer fragrances, cooking cleaning products, and vacuum bags and filters.
- Miele Care Products Subscription Subscription service providing regular scheduled delivery of Miele cleaning and care products (dishwashing and laundry consumables) at discounted pricing.
- Professional Business Appliances Professional-grade appliances for commercial customers including restaurants, hotels, hospitality venues, and commercial laundries, with a CAD and BIM library available for architects and builders to incorporate Miele appliances into building projects.
- Miele@home Connectivity Platform Smart home connectivity platform enabling networked Miele appliances to be monitored and controlled remotely via the Miele App, with remote operation and status monitoring for compatible appliances.
Quantifiable outcome
- 596,484 litres water saved per washing machine over 20 years compared to hand washing (equivalent to 3,977 bathtubs)
- +3 more outcomes
Companies that use Miele ANZ
Customer profileSegments3 records
Ideal customer profiles3 records
Miele ANZ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature12 records
Miele ANZ partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- Google (Analytics, Ads, Tag Manager, DoubleClick)coreMiele uses Google Analytics 4 for website analytics, Google Ads for online advertising and remarketing, Google Tag Manager for tag management, and Google Marketing Platform services including Campaign Manager 360, Display & Video 360, and Search Ads 360 for advertising campaign management and performance tracking.
- Meta Platforms (Facebook, Instagram)coreMiele uses Meta Pixel for conversion tracking and Facebook Custom Audiences for remarketing, and maintains official Facebook and Instagram social media presences. Lead ads are used for marketing lead generation.
- Adyen N.V.corePayment service provider for processing Apple Pay, Google Pay, credit card and other payment methods. Used for securing transaction environment and fraud prevention.
- WorldpaycorePayment service providers (Worldpay UK Limited, Worldpay Limited, and Worldpay AP Ltd) for processing payments via various payment methods.
- BazaarvoicecoreProduct rating and review collection and display service. Collects customer reviews for products purchased through the Miele online shop.
- Appointedd (Saloca Ltd.)coreBooking service for scheduling online/onsite appointments at Miele Experience Centres for digital product presentations.
- Go Instore (Sym-Sys Ltd.)coreVirtual consultation service connecting customers with Miele Experience Centre teams for digital product presentations via video/audio stream.
- LiveChat Inc. (Area Ten Pty Ltd)coreLive chat software for real-time communication with website visitors including page visit and product enquiry tracking.
- OneTrust LLCcoreConsent Management Platform for operationalizing cookie compliance across different legal frameworks.
- Intershop Communications AGcoreE-commerce platform provider for customer identity management, profiles, preferences, opt-ins, and consent settings.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Miele ANZ competitors and assessment
Company assessmentBroad incumbents
- LG Electronics: LG is a broad incumbent that increasingly competes at the premium tier with InstaView, Objet, and ThinQ-connected appliances. Comparable on connected appliance technology and full-category coverage, though with a more value-led price umbrella than Miele.
- Samsung Electronics: Samsung competes broadly across kitchen, laundry, and floorcare with Bespoke and SmartThings-connected appliances. Overlaps with Miele on premium design and connected features, typically at lower price points with mass-market distribution.
- Electrolux: Electrolux is a broad global appliance incumbent selling across mass and premium tiers in ANZ under Electrolux and AEG brands. Comparable on full kitchen and laundry portfolios, though primarily at a lower price tier than Miele's premium positioning.
- Sub-Zero Group (Sub-Zero, Wolf, Cove): Sub-Zero/Wolf targets the ultra-premium kitchen segment with refrigeration, cooking, and now dishwashing. Overlaps with Miele on affluent kitchen buyers and architect/specifier channel, but with a more focused cooking-and-cold-storage portfolio.
Direct peers
- Smeg: Smeg competes head-to-head in the premium design-led kitchen appliance segment, including built-in ovens, cooktops, and refrigeration. Comparable customer base of design-conscious affluent homeowners and similar distribution through independent appliance retailers in ANZ.
- ASKO Appliances: ASKO is a Scandinavian premium appliance brand with comparable positioning on durable laundry, dishwashing, and kitchen appliances. Overlaps with Miele in the high-end built-in and freestanding segments, often stocked in the same premium retailer partners.
- Siemens Home Appliances (BSH): Siemens sits in the same premium European appliance tier as Miele, distributed through BSH in ANZ. Directly comparable on built-in kitchen suites, sensor drying, and connected appliances, often sold in the same retail partner stores as Miele.
- Bosch Home Appliances (BSH): Bosch is the closest direct premium peer, offering a comparable built-in kitchen, laundry, and floorcare range in ANZ. Overlaps with Miele on premium positioning, German engineering heritage, and similar channel mix including partner retailers and experience stores.
- Fisher & Paykel: Fisher & Paykel is an ANZ-headquartered premium appliance maker with strong share in Australia and New Zealand. Directly comparable on built-in kitchen, laundry, and ActiveSmart refrigeration, and is the most regionally entrenched premium competitor to Miele ANZ.
Emerging players
- ILVE: ILVE is an Italian-style premium cooking and kitchen appliance brand with strong ANZ presence in built-in ovens, cooktops, and rangehoods. Comparable on the design-conscious premium homeowner segment, particularly in kitchen renovations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Miele ANZ social profiles
Digital presenceMiele ANZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
Miele ANZ leadership team
Management profileNumber of profiles
Miele ANZ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Miele ANZ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Miele ANZ
What does Miele ANZ do?
Miele ANZ distributes and sells premium built-in and freestanding home appliances across kitchen (ovens, steam ovens, cooktops, rangehoods, dishwashers, refrigeration), laundry (washing machines, tumble dryers, washer-dryers), and floorcare (cordless, bagged, bagless, and robot vacuum cleaners) categories. Offerings are complemented by branded cleaning consumables, accessories, and spare parts, supported by the Miele@home smart home platform. The company operates 14 Miele Experience Centres across Australia for hands-on product demonstrations, personalized consultations, and a dedicated professional business division supplying commercial-grade appliances to hospitality and commercial customers.
Is Miele ANZ a public or private company?
Miele ANZ is a private company. It is classified as corporate owned and is currently operating.
When was Miele ANZ founded?
Miele ANZ was founded in 1899. It employs 501 to 1,000 people.
Where is Miele ANZ based?
Miele ANZ is headquartered in Mosman Park, Australia, in the Oceania region.
How does Miele ANZ make money?
Five revenue lines are on record. Premium Appliance Sales are the primary driver. The others are professional/Business Appliances, cleaning Products and Accessories, service and Warranty Packages and spare Parts.
Who are Miele ANZ's main competitors?
Broad incumbents on record are LG Electronics, Samsung Electronics, Electrolux and Sub-Zero Group (Sub-Zero, Wolf, Cove). Direct peers are Smeg, ASKO Appliances, Siemens Home Appliances (BSH), Bosch Home Appliances (BSH) and Fisher & Paykel. ILVE is listed as an emerging player.
Does Miele ANZ have an API?
No public API is recorded for Miele ANZ.
What industry is Miele ANZ in?
Miele ANZ's product category is Home Appliances. Its primary akta.pro industry code is CRACACAH, Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact), with a secondary code of CRACACAA, Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves). Its NAICS code is 449 and its SIC code is 3630.