Press Release

Innovative digital hub Miele X
opens its doors in Amsterdam

Miele X breaks down the walls between the off- and online purchase experience

Amsterdam, 7 July 2020 – Miele X proudly announces the opening of its innovative digital hub for Miele worldwide, which is based in Amsterdam. With the digital hub, Miele, the world’s leading manufacturer of premium domestic appliances, gives full commitment to uplift the market’s digital standard starting with its own. Miele X aims to drive the global eCommerce growth, while also actively drive traffic to offline touchpoints like our retail partners.

It is Miele X’ everyday ambition to understand consumers to the fullest and to ensure a superior online experience and purchase journey, which seamlessly connects with the offline world. By bringing the latest technologies and trends into practice, Miele X delivers a delightful and impactful consumer experience.

Based on its own digital performance and by combining the power of digital marketing, eCommerce, technology and data, Miele X aims to significantly accelerate global eCommerce growth and to simultaneously multiply visibility to actively drive traffic to offline touchpoints. It pro-actively executes omni-channel agile collaboration with all business units at Miele headquarters and the markets to the benefit of its consumers and partners.

With a launch team of currently 14 Miele X has an ambitious objective to quickly scale up to around 100 employees by recruiting diverse and international top talent. Enabled by a strong data & analytics team and infrastructure, we particularly expand and strengthen our brand equity, data-driven decision making and engagement globally in target groups.

Managing Director Cindy Groenke sees a great opportunity. “I am confident that Miele X will strategically accelerate and expand the digitization of the Marketing, Data & Sales Division globally. With Miele X in Amsterdam, we aim to attract the best international talent from different industries to fulfill the aspiration to offer consumers a superior online experience.”

By choosing Amsterdam, with its forward thinking and creative culture, Miele X has the ideal pond of talent within reach to fulfill this ambition. Combined with Miele’s strong heritage and values of 120 years, the hub provides a unique Start-Up environment with enterprise opportunities and global impact. As a partner of Beyond Gender Agenda (the brand and platform for the integral anchoring of Diversity & Inclusion in economy, politics and society), Miele X aims to provide its team with the benefits of diversity & inclusion in an inspiring corporate environment.


Media contact MSL:

Alex de Vries
Phone: 0651119205

Email: alex.de.vries@mslgroup.com
Website https://www.miele-x.com

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, washing machines 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 eight production plants in Germany as well as one plant each in Austria, the Czech Republic, China and Romania. These are joined by the two plants belonging to Miele’s Italian medical technology subsidiary Steelco. Turnover in the 2018/19 business year was around € 4.16 bn, with a share of business outside Germany of approx. 71%.

Miele is represented with its own sales subsidiaries and via importers in almost 100 countries. Throughout the world, the family-run enterprise, now in its fourth generation, employs a workforce of around 20,200, whereof 11,050 are employed in Germany. The company has its headquarters in Gütersloh in Westphalia.

Cindy Groenke
Managing director


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