Zoran Đurić, Miele Serbia General Manager

Quality Ahead Of Its Time

Since its founding in 1899 until today, when it employs almost 21,000 people, Miele has remained a family company which has at its core commitment and responsibility towards the founders, employees, customers, suppliers, the natural environment and society

Miele Serbia achieves excellent sales results that rank it alongside economically stronger markets, and thus, from year to year, it records double-digit growth in terms of turnover and increases its network of showrooms and its local Miele team.

Miele is a beloved brand in Germany, as the world’s leading manufacturer of premium home appliances that also operates successfully in Serbia. What else do we need to know about your company?

Miele is today synonymous with highquality, durability, innovation and service values in all markets where it operates.

Our dedication to our customers is reflected primarily in top quality and the guarantee of a long service life of appliances. At a time when there is lots of talk suggesting that products from the consumer electronics segment are nowhere near as reliable as they used to be, each of our appliances is tested for a 20-year service life. In addition, led by the needs of users, we strive to continuously improve, implementing the latest technologies and creating appliances that will ease users’ daily lives.

When it comes to Miele in Serbia, more than a decade of successful operations has shown us that customers in this area really know how to recognise and value quality.

Your brand’s motto is “Immer Besser (forever better)”. Does that mean forever better than others, because you don’t give way to the competition? Or forever better than yourself, because you provide your customers with only the best?

The fact that we strive to be better than ourselves leads to us being “Immer Besser (forever better)” in everything we do. It is actually this guiding idea that was imprinted on the first machines by the company’s founders, Carl Miele and Reinhard Zinkan, that motivates us, on a daily basis, to redefine the notion of excellence in doing business and enables us to advance year on year when it comes to quality and innovation in our range.

We strive to continuously improve, implementing the latest technologies and creating appliances that will ease users’ daily lives

This is also expected of us by consumers, who traditionally set higher criteria for Miele than they do for other brands. For me personally, being “Immer Besser (forever better)” means providing full support to consumers and going a step further than what they already expect. With this goal, at the beginning of this year we opened an exclusive Miele sales salon or, as we call it, the Miele Experience Centre, in the Belgrade Waterfront area, which provides customers with the opportunity to utilise the professional help of advisors and the widest range of appliances that they can try at the sales salon to select the one that best suits their lifestyle.

Miele is known as a company that sets standards when it comes to quality and design, but also when it comes to care for resources and sustainability. Is it time for long-life devices in the field of home appliances?

Although sustainability only recently came into the focus of the general public, with us it is a corporate principle that has been applied since the company’s founding, primarily through the longevity of appliances, which is the ultimate form of sustainability and a counterpoint to the current culture of discarding.

The desire for us to also be “Immer Besser (forever better)” in this segment is at the heart of the brand’s current global campaign, through which we want to show how Miele offers its customers “Quality ahead of its time”, in terms of product design, performance and sustainability. It is very important for us that – through this campaign on our local market, now with a focus on sustainability – we will be one of the pioneers and will impact on the world being a better place to live.



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