IFA: The Most Important Show

Dr Reinhard Zinkann, Miele’s Joint Managing Partner, is full of praise for this year’s IFA.

IFA has de nitely taken over the role as the most important trade show in our business field in the world. We see all important customers worldwide coming to Berlin and we meet them here. It is a very important place.

How significant has IFA been for Miele?

We are happy with the overall results. Miele has been part of IFA from the introduction of domestic appliances. At IFA, there is a lot of report about innovations, new products and about our industry in general. It is very important to put at least once a year, the focus on domestic appliances.

Which new products have been well received on the Miele stand?

Our new bagless vacuum cleaner, the Blizzard, which protects the user against the exposure to noise levels which are so typical of this product category, has been well received as has our new ArtLine generation of built-in appliances which dispense with handles and blend in seamlessly with the ush furniture fronts.

Other popular products have included the TwoInOne cooktop, where we have augmented our line-up of products with the addition of an induction hob with an integrated extractor; in laundry, our new washer-dryer combination, the WT1, has sent out a strong signal at the IFA – 4kg of laundry washed immaculately and dried in less than three hours, without any manual intervention in-between. Not even detergent has to be dispensed by hand as the WT1 features integrated TwinDos automatic dispensing. These have all been accepted extremely well by buyers.


Will Miele return to IFA in 2017?

There is no doubt that Miele will be back at IFA next year and the industry will be back as well – there is no doubt about that.

In your capacity as Chairman of the household appliances divisions at ZVEI, what have other appliance manufacturers said about this year’s IFA?

I spoke to a few colleagues from ZVEI who were also very happy and told me that they were delighted with the response to their innovations and with their sales. The appliance industry is in good shape as we all have a lot to say. There are many innovations and there is still a lot of room for growth in all markets worldwide. The leading topic is digitalisation and the connected home, which is an overall industry issue. I believe that you will see a lot more innovations to come every year, even if an oven always stays an oven and a washing machine always stays a washing machine.
Products can always get better.