In late May, German appliance manufacturer Miele launched a new product for the Canadian market, with an elegant cocktail party at Toronto’s Royal Conservatory of Music. The S2 is Miele’s newest vacuum design and joins the company’s “family” of S-series vacuums. The third canister vac to join the clan, S2 is billed as the baby of the family, weighing in at just 12 pounds. The company hopes it will be a hit with Canadian condo-dwellers who want the convenience of a canister vacuum, without the storage problem it presents.
Guests at the launch were greeted at the door by a gigantic version of the normally compact S2, followed by a tiny toy version. The full series of the company’s vacuums were available to take for a spin; around the room were examples of the company’s vacuum products, which date back to 1927 and evidence an impressive ingenuity in design.
On hand for the event was managing director and co-proprietor, Miele & Cie. KG, Dr. Markus Miele, direct from Germany. Dr. Miele, who is the great-grandson of the company’s founder Carl Miele, talked about the company’s 111-year history, which was, along with the vintage products, also on display via several touch screens throughout the room.
Dr. Miele also discussed at length the focus the company was placing on the Canadian market: “Based on what I have experienced firsthand about your great country, I believe that Canada appreciates quality. I believe that Canadians, more than ever, are emerging from this recession with a newfound view that we simply cannot afford to buy cheap anymore. We are increasingly beginning to question our throwaway culture. Our economies can’t sustain it, nor can our planet sustain our indulgence in discounted quality. Seeing the economic, societal and environmental costs of discounted quality, today’s consumers value the Miele brand proposition.”