Behind The Brand – DECEMBER Newsletter FULL SCREEN MODE

BEThHeINBDrand Issue #6, December 2016WInhsaidt’se Letter from the PresidentLetter from the President | 1 Dear Colleagues, With 2016 coming to a close, and as we are preparing for a few daysMiele Vision 2200 | 2 of family time, and holiday events I want to take a moment to reflect on some highlights of this year. This one was a big one for me;New Innovation Centers | 3 the move from Canada and establishing a home for my family in the USA is a big project in itself!Miele Innovation | 4 As communicated to you recently, we were unfortunately not able to meet our sales and profit targets in 2016. However, with that said, I would like to start talking about our plansMiele goes back | 6 for 2017 and beyond.to its roots On the following page are a few excerpts from our Miele USA vision 2022 presentation, which I am going to present to you during the first quarter of 2017 in greater detail. Our vision is toGreetings Logan Utah! | 7 be the ‘Most Coveted Prem ium Appliance Brand’ in the USA by 2022. The last few weeks I’ve worked intensely with our senior management team to establish this roadNew Warehouse Location | 8 map. The key initiative was to finalize our 2017 ‘We are Miele Dealer Program’, which we have successfully presented to all of our dealers in the US the last few weeks. The reactionFire Brigade NYC | 9 from our business partners was overwhelmingly positive. Their comments included:Upcoming Products | 10 “We love the new program”. “You’re finally on the same playing field like your competition”. “You’re going to make it so much easier to work with you”. Similar initiatives have been put in place in the Floor Care and Professional Divisions to ensure that we hit our 2017 company budget of $409million. As promised, we will start sending out these newsletters on a regular basis to keep you informed on what’s going on at Miele USA. I truly value open communication, which we still have to improve and will going forward. This newsletter is just one means to make this happen. The following pages will give you additional updates and highlights at Miele from all contributing departments. Happy reading! I want to wish you and your family a happy holiday and best wishes for the New Year Thank you for your hard work and contribution! All the best, Jan Heck Immer Besser—Forever Better—

Miele Vision 2200 — Sneak Peek!Stay tuned for our upcoming Miele USA vision 2022 presentation. <2>

New Miele Innovation CentersMarketingWe are excited to announce the 2017 launch of Miele’s new ‘Store-Within-A-Store’ retail concept. These innovative(and self-contained) retail displays will be branded under the name – Miele Innovation Centers (MICs). Each MICdisplay will comprise approximately 1,500 square feet – ensuring brand authority and competitive differentiation.The full ‘Miele Experience’ will be supplied, including: display modules, flooring, lighting, styling elements andappliances. Early feedback from qualifying retail partners has been overwhelmingly positive and encouraging.We look forward to installing 30 Miele Innovation Centers (throughout the country) over the next 12 months. <3>

Miele InnovationHuman Milk Labs in Hospitals Find PG 8061 the right solution for Sanitization to Keep Infants Safe Professional A growing number of hospitals are implementing milk labs and infant feeding programs near their neonatal units or maternity wards to enhance the health and well-being of their tiniest patients. The purpose of a milk lab is to process donor milk as well as mix infant formulas to provide the right nutrients for infants, specifically those at risk. In these labs, there is plenty of mixing and measuring as well as testing of milk. The beakers, stir bars and sterile tongue blades utilized in the process need to be washed and sanitized. The use of a standard residential dishwasher does not provide the neces- sary sanitization results recommended by the Academy of Nutrition and Dietetics (AND) formerly the American Dietetic Association. The cycle times of a residential dishwasher are also too long to accom- modate the loads. This past year, Miele was contacted by two hospitals to provide a solution with the PG 8061 commercial dishwasher, which has NSF/ANSI 3 approval in the US. In Georgia, La Toya Collins, the Lactation Technician Supervisor for Northside Hospital contacted Miele to help her Infant Feeding Program team provide a better faster option to reprocess their milk mixing equipment. She specifically asked for three levels of cleaning to improve productivity for 6 inch beakers and magnets and a rinse temperature of 185° to achieve sanitization. We explained, with cycle times of 20 minutes, the two levels provided in the PG 8061, with our new baskets options, would enable her to run three or more loads within the same time frame as her current dishwasher. La Toya ordered the PG 8061 along with two cutlery baskets – the U 502 and E 167 as well as an E 812 Glassware insert to accommodate the sized beakers she was washing. “With the new commercial dishwasher, we have faster cycle times, which enables us to wash 3-4 loads per day and we know that our equipment is being properly sanitized,” Ms. Collins stated. (continued on page 5) <4>

Golisano Children’s Hospital of Southwest Florida, a 130-bed acute care hospital with 64 NICU beds, is Miele Innovationset to open the first of April in 2017. The new facility will house the most modern state-of-the-art humanmilk lab in the USA and is the only one of its kind on the west coast of Florida. Laura Hatfield, RDN, CSP,LDN, the hospital’s clinical nutrition manager, contacted Miele Professional over a year ago in selectingequipment for the new lab. She specifically asked for a dishwasher that washes and dries to acceptabletemperature to kill any microbial contamination from human milk exposure as the lab technicians will beusing the same equipment repeatedly.Three Miele PG 8061’s were purchased for the facility and will be installed by year’s end to accommodatethe hospitals need to clean and sanitize all mixing equipment being utilized in the milk lab. Laura reportsthat the 1000 square foot state-of-the-art laboratory will be staffed with clinically trained specialistseducated in the handling of human milk and Hazard Analysis and Critical Control Point (HACCP) protocols.“We are extremely fortunate to have an administration who value the superior components in humanmilk and who support the expense for the very best equipment to achieve our purpose”, statesMs. Hatfield. The team hopes to offer a training program for other institutions in the future. — Deborah Ruriani | [email protected] Children’s Hospital of Southwest Florida <5>

Floor Care — The Foundation of Miele...goes back to its rootsSalesThe best way to truly understand who we areas a brand is to witness our manufacturingprocess first hand! Touring our headquartersand factories in Germany with our dealer baseis a practice we started over 30 years agoand remains a best practice to this day.This past autumn we had the pleasure ofescorting 19 floor care dealers on a six daytrip to Germany for an in-depth look at whowe are as a company and as a team.The dealers on this trip were winners of the2015 sales contest; a contest that createdsuper focus and determination on their part.The take away for our dealers is always the same… great respect for what goes into making the best products in themarket, pride in representing the brand and the desire to get closer to Miele! — By Scott LombardiWir sind Miele <6>

Greetings Logan Utah!ServiceOn October 5, 2016, Jan visited the call center in Logan, UT. He spoke with the technical support and AMDScall center staff to introduce himself and share his vision for the company. <7>

Expanding in 2017 – New Warehouse LocationServiceOur New Jersey warehouse operations, except spare parts, will be moving into a new state of the art facility inSouth Brunswick, NJ during the first quarter of 2017! More information to follow in our next newsletter.New Miele Warehouse, South Brunswick NJ (front)New Miele Warehouse, South Brunswick NJ (rear) <8>

Fire Brigade Visits the Manhattan Experience CenterMarketingMembers from the 40 person Miele ire Brigade from Gütersloh, Germany visited NYC September 16th and 17th toattend a German-American celebration known as the Steuben Parade. While in town, they made meaningful visitsto the Miele Manhattan Experience Center, the 9/11 Memorial and several other fire stations. <9>

New Product Training at our Headquarters in GüeterslohProduct DevelopmentPreparing for big news in 2017!Product Development togetherwith Sales and Training participatedin new product training at ourheadquarters in Güetersloh thismonth. Focus was the new EcoFlexseries of dishwashers, the innovativeFashionMaster ironing system andthe next generation of residentiallaundry coming in late 2017!New and Upcoming ProductsPerfect Cool 36” French Door New Pearl Wall Hood FashionMaster Ironing SystemRefrigerator (available January) (available January) (launching February)Double freezer drawersLED lighting Brings a stunning design Aside from it’s elegant yet functional design,Gallon Door bin (bottom) element to modern kitchens. the FashionMaster will be the mostStainless steel accents sophisticated ironing system on the market.PerfectFresh DrawersIceMaker With a powerful internal steam generator,Sabbath Mode the patented honeycomb sole plate, dualEnergyStar fans located in the ironing surface, you can achieve perfect results even with the most delicate fabrics. < 10 >