German appliance manufacturer Miele, who have no qualms opening their own shops up next to key retail partners, in what appears to be a blatant attempt to strip customers away from retailers, is now set to manufacture products in the US.

One major Sydney retailer who is a partner of Miele claims two stores are set to be opened close to his stores.

“The way Miele sells in Australia results in the German Company ending up with our customer information. What’s to stop them additional products to this customer”.

Miele, who like to see themselves as a premium appliance brand, are facing new battles at the top end, with one senior executive at a major retailer claiming “Miele are no longer premium, but I would never tell them that”.

According to one Winning executive, “Premium are V-Zug, Sub Zero and Gaggenau, brands. These are the brands that premium customers want in their homes today”.

Currently, Miele is evaluating several manufacturing locations within the US.

“We are excited that the US has been selected for this expansion, and we are eager for the opportunity to be responsible for producing and distributing our German-engineered and crafted appliances,” claims Jan Heck, President and CEO, Miele USA. “This new facility will greatly benefit our customers”.

Miele manufacturing facilities are currently based in China, Germany Romania, Poland, and the Czech Republic”.