Miele's Slogans & Taglines

Miele is a German manufacturer of high-end domestic appliances and commercial equipment founded in 1899 by Carl Miele and Reinhard Zinkann in Herzebrock, Germany. Originally producing cream separators and butter churns, the company rapidly expanded into washing machines, vacuum cleaners, dishwashers, and built-in kitchen appliances. Today, headquartered in Gütersloh, Miele remains a family-owned and family-run enterprise in its fourth generation, employing over 20,000 people worldwide. Its portfolio spans laundry care, dishwashing, refrigeration, cooking, coffee systems, and floor care for residential use, alongside professional laundry, dishwasher, and washer-disinfector solutions for medical, laboratory, and hospitality sectors. Products are manufactured primarily in Germany and Austria, with additional facilities in the Czech Republic, Romania, and China, and distributed across approximately 100 countries.

Brand messaging has been anchored since the company’s founding by the enduring promise Immer Besser (“Forever Better”), reflecting a commitment to continuous improvement in quality, durability, and innovation. This evolved into the customer-facing claim Quality Ahead of its Time and the assurance A decision for life, underscoring Miele’s reputation for engineering appliances tested to the equivalent of 20 years of use.