Bielefeld, 27 March 2026 – This spring, electroplus küchenplus and Miele are placing the topic of longevity at the heart of a cross-media campaign, thereby supporting affiliated electroplus specialist retailers in the sale of selected promotional appliances.
Under the motto “Quality that lasts.”, the two partners are showcasing selected washing machines, tumble dryers, ovens and vacuum cleaners from the premium manufacturer. The campaign runs from 30 March to 10 May 2026. When purchasing a participating Miele appliance, customers receive an instant discount of up to €100 directly at the checkout.
360-degree marketing for maximum retailer visibility
To optimally support its specialist retailers, electroplus küchenplus has put together a comprehensive 360-degree marketing package. It includes POS materials, online and print brochures, website content, social media posts, Google ads and newsletters. All measures direct interested customers straight to the individual promotional page of the respective retailer, ensuring strong regional visibility across all channels.
This approach builds on the experience gained last year, when both partners achieved significant increases in reach and sales with a joint campaign.
Brand strength over price advantage
Meike Ullrich, Senior Concept Manager at electroplus, emphasizes the clear strategic focus of the new campaign:
“Many Miele appliances are tested for a service life of up to 20 years – a promise of quality that is well known to loyal Miele customers, but far from being widely recognized by all consumers. That is precisely why we are placing longevity at the centre of this campaign. The instant discount makes it easier for ‘first-time Miele buyers’ in particular to access the brand.”
Alice Jank, Category Manager Major Domestic at electroplus, underlines the brand-focused approach:
“It was important to us to visibly strengthen the Miele brand and clearly highlight the combination of premium quality and attractive prices. The ‘Upgrade your Life’ campaign, which we also implemented together with Miele, impressively demonstrated last autumn how effective this approach can be. We are addressing quality-conscious consumers who want to upgrade their homes – the discount is a welcome incentive.”
Miele: a strong partnership with specialist retail
Miele is also optimistic about the new campaign with electroplus küchenplus. Daniel Ellies, Key Account Manager at Miele, explains:
“Our joint campaign last year significantly exceeded expectations. We are confident that the new promotion will also perform very well and provide excellent support to specialist retailers in selling the promotional appliances.”
He particularly highlights the role of specialist retailers:
“The electroplus küchenplus partners are ideally suited as brand ambassadors for Miele. They know our products, take the time to advise customers and, with their high-quality store concepts – many of them featuring integrated Miele shops – provide the perfect stage for our premium brand.”
A statement against interchangeability
With this new campaign, electroplus küchenplus and Miele are sending a strong signal for the future of consultative specialist retail. The initiative demonstrates what modern brand partnerships can look like: visible, credible and consistently focused on customer benefit. For retailers, this represents a strong differentiating factor in an increasingly interchangeable market environment.
