Miele has been named both Home Appliance Brand of the Year and Consumer-First Brand of the Year at the 2026 Which? Awards.
The double win recognises Miele’s continued focus on product quality, reliability, innovation and customer care, reflecting the brand’s long-standing Immer Besser philosophy, meaning ‘forever better’.
The Which? Awards are considered an important independent endorsement because they are awarded by Which?, the UK’s consumer champion. Like its product testing and investigations, the Which? awards are independent, with winners selected by an expert judging panel. The judges consider factors including product test results, customer service, value for money, innovation, breadth of offering, investigations and satisfaction surveys.
John Pickering, Managing Director of Miele GB, said, “To receive not one, but two Which? Awards is a very proud moment for everyone at Miele. Which? is one of the UK’s most trusted consumer organisations, so this recognition means a great deal.
“These awards are testament to the passion, expertise and care shown by colleagues across the whole business, from product development and manufacturing through to sales, logistics, retail and customer support. Every person plays a part in delivering the quality, reliability and customer experience customers expect from Miele.”
Commenting on the Which? award wins, the judges said:
Home appliance brand of the year: “Miele earns the top position thanks to its impressive Best Buy and Eco Buy rates, reflecting a portfolio of premium, highly reliable appliances that are built to last. It also boasts the highest average product test scores and top customer reliability ratings among all shortlisted brands.”
Consumer-First Brand of the Year: “Miele’s victory celebrates the launch of Remote Assist, a digital service that connects customers via video call with trained experts to diagnose and resolve appliance issues safely and efficiently. This proactive solution successfully resolves cases without needing a technician’s home visit, drastically reducing average resolution time.”
The awards follow further recent recognition from Which? whose research involving 9,000 participants recognised Miele as the ‘Most recommended for five-star reliability’ across washing machines, tumble dryers, freezers, fridge freezers, ovens and corded vacuum cleaners. Customers can look out for the Which? five-star reliability logos across Miele products within these categories.
Together, these recognitions reinforce Miele’s position as a premium appliance brand focused on quality, reliability and customer support.
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