Bielefeld, December 4, 2025
When two strong industry players join forces for the first time, expectations run high. And the result delivers across the board: With the campaign premiere “Upgrade your Life!”, electroplus küchenplus and Miele impressively demonstrated this fall how successful modern specialist retail marketing can be – emotional, brand-driven, and measurably sales-effective.
The goal of the broad-based campaign was to introduce new consumer groups to the premium brand Miele while sustainably increasing sell-through in specialist retail.
High Dealer Participation and Positive Feedback
“Virtually all electroplus küchenplus retailers took part in the campaign,” reports Meike Ullrich, Senior Concept Manager electroplus. “We received positive feedback from the market on the very first day. The campaign generated high footfall at the POS and significantly boosted sales.”
The digital performance was equally convincing: Social media activities achieved high reach, strong click rates, and robust local engagement – clear evidence that the campaign also delivered online. “Overall, we can speak of a clear double-digit increase in sales,” Ullrich adds.
Simple Mechanics, Strong Impact
The success was no coincidence. The concept was as simple as it was effective, and consumer participation was correspondingly high: When purchasing a Miele promotional appliance – whether washing machine, dryer, or dishwasher – customers received an instant discount of up to €150.
“The Miele brand is a real crowd-puller,” emphasizes Franz Schreckenberg, Team Lead Category Management Electro. “Add price advantages of up to €150 and the high quality of advice from our specialist retailers – it’s hard to say no.”
But the campaign was much more than a price promotion. At its core was the brand promise that has always defined Miele: quality, durability, and premium-level comfort. These values were perfectly conveyed by the campaign slogan “Upgrade your Life!” – and made visible at every touchpoint.
360-Degree Marketing Power
A comprehensive 360-degree marketing package ensured the message was omnipresent. Eye-catching POS materials, online and print brochures, newsletters, retailer websites, social media posts, and Google campaigns worked seamlessly together. Design and tone consistently reflected Miele’s brand identity – high-quality, confident, and trustworthy. Premium wasn’t just promised; it was made tangible in-store.
Miele: Mission Accomplished
Miele itself draws an extremely positive conclusion. Jörg Bachert, Head of Sales for Electrical Retail at Miele, explains: “The campaign premiere with electroplus küchenplus clearly exceeded our expectations. Our main goal was to attract new consumer groups to the Miele brand – and the results impressively confirm this approach. Given the sales figures, we can speak of a clear success.” Whether and in what form there will be a repeat next year is still open. “We are currently evaluating various options, but given this success, there is a clear tendency toward continuation,” adds Bachert.
How strongly the campaign resonated in retail is also shown by feedback from specialist dealers: “Congratulations on the Miele campaign – a real bull’s-eye! Exactly what we retailers need,” wrote one partner.
Another summed it up: “Great response, great customer traffic, and above all, great sales. Fantastic campaign – from marketing to execution!”
The positive feedback shows: “Upgrade your Life!” was not only a win for everyone involved but also a clear signal – for true partnership, brand strength, and the future of specialist retail!
Image Caption:
electroplus küchenplus and Miele celebrate campaign success with significant sales growth. (from left to right) Alexander Morkus (Key Account Manager, Miele Vertriebsgesellschaft Deutschland KG), Jörg Bachert (Head of Sales Electrical Retail, Miele Vertriebsgesellschaft Deutschland KG), and Franz Schreckenberg (Team Lead Category Management Electro, EK Retail).
Contact EK Retail
Paul Spieker
Communications & Cooperations Manager Group
Phone: +49 521 2092-200
Email: p.spieker@ek-retail.com
