"Three years ago, Germanhigh-end domestic appliances maker Miele began selling refurbished washing machines in the Netherlands alongside its regular products. This involves collecting Miele washing machines that have been returned, including those with scratches or easily repairable faults, fixing them up and reselling them online. The German company chose the Netherlands because Miele products have proven popular in the country and because consumers there are comparatively open to refurbished products. The firm hopes the project will reach new customer groups. Max Wagner, who heads Miele's"
"sustainability team, say the sale of refurbished appliances has not cannibalized his company's sale of new models, as was initially feared. "We have been able to expand our customer base to include younger, digitally savvy groups who might otherwise have opted for a competitor for cost reasons," Wagner told DW. Polls had found that sustainability considerations such as saving resources and protecting the environment are of secondary importance to customers purchasing refurbished products, he added. Pre-owned smartphones are taking up more of the marketImage: Hollie"
"Adams/REUTERS Refurbished circuit boards Another Miele pilot project focuses on refurbishing circuit boards. When repairing their washing machine, dishwasher or coffee machine, customers can choose between having a new circuit board installed, or having a refurbished one fitted. Often, clients opt for the cheaper, refurbished variant when fixing older appliances. Miele refurbished around 12,000 electronic components in 2024, with its pilot project running in five European countries, including Germany. Giving clients the choice between new and refurbished components means a little more work for customer"
Miele began selling refurbished washing machines in the Netherlands three years ago by collecting returned machines with scratches or easily repairable faults, repairing them and reselling them online. The Netherlands was chosen because Miele products are popular there and consumers are comparatively open to refurbished goods. The company aims to reach new customer groups and reports refurbished sales have not cannibalized new-model sales. A pilot for refurbishing circuit boards offers customers a choice of new or refurbished parts, often leading clients to choose the cheaper refurbished option. Miele refurbished around 12,000 electronic components in 2024 across five European countries, and offering both part options increases workload for service agents who bring both to appointments.
Read at www.dw.com
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