From one Miele project to a third of European revenue

A maker of precision telescopic slides had a strong industrial position. Domestic appliances were a different market.

We chose the hardest buyer first, Miele. Over five years, oven slides grew to a third of the client’s European revenue.

Sector: precision components, domestic appliances. Geography: Europe. Result: a third of European revenue over five years.

If one strong reference could open a whole market for you, this is how that is done.

Why we started with the hardest buyer

Oven slides look simple. They are not. High temperatures, heavy use, and strict looks make them demanding.

We chose Miele first, on purpose. They are the most demanding buyer in European domestic appliances.

Work to their standard and other makers take you seriously. The reference is worth more than any sales material.

With Miele’s engineering and procurement teams, we built stainless steel oven slides to their exact specification. The prototype phase took several rounds. We did not rush it.

↳ The Miele name on our reference list changed every later conversation.

Building from there

With Miele running, we built a plan to expand across Europe. Three priorities guided the work.

Market mapping. We ranked Europe’s major appliance makers by volume and fit, and built a contact plan.

↳ Not every opportunity is worth chasing at once. Priorities protect margin and energy.

Relationships. We met procurement and engineering decision makers at each target. Miele gave us a concrete proof to discuss.

↳ Reference led conversations move faster than cold ones.

Tailored specifications. Each brand had its own design needs and tolerances. We adapted. A standard product in a market that expects bespoke is a fast way to lose.

The result over five years

The oven slides became a standard feature in baking ovens across several of Europe’s leading appliance makers. Over five years, they grew to a third of the client’s European revenue.

That did not happen by accident.

What I took from this

One strong reference client, worked properly, can open a whole market. It does not happen by itself.

It takes a plan, patience, and the will to adapt the product to what the client needs, not only what you already make.