German company to sell more refurbished appliances DW 12/28/2025

"Three years ago, German high-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."

"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."

"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."

Miele began selling refurbished washing machines in the Netherlands three years ago alongside regular products. The company collects returned machines, repairs scratches and easily fixable faults, and resells them online. The Netherlands was chosen because Miele products are popular there and consumers are comparatively open to refurbished goods. The initiative expanded the customer base to include younger, digitally savvy buyers without cannibalizing new-model sales. Polls indicate sustainability ranks secondary to cost for many refurbished purchasers. A separate pilot refurbishes circuit boards, offering customers the choice between new and refurbished components and refurbishing about 12,000 components in 2024 across five countries.

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