Expanding into the European domestic appliance market

Introduction

This case study highlights how I helped a leading manufacturer of high-quality telescopic slides successfully enter and develop the market for stainless steel oven slides in the European domestic appliance sector. What began with a successful project at Miele evolved into a thriving business that achieved double-digit year-on-year growth, growing to a double-digit million turnover within five years and accounting for one-third of the company’s total European business.

Background and Challenge

The manufacturer, renowned for its precision-engineered telescopic slides, identified an opportunity to expand into the domestic appliance market—specifically the oven segment. However, entering this competitive market required a strategic approach to showcase the long-term value and reliability of their products.

Key challenges included:

• Convincing manufacturers of the superior performance and durability of telescopic slides in high-temperature environments.

• Establishing trust and building relationships with major appliance manufacturers across Europe, each with unique specifications and quality standards.

Initial success with Miele

The turning point came with a successful collaboration with Miele, one of the most prestigious brands in premium domestic appliances. Working closely with Miele’s engineering and procurement teams, we developed bespoke stainless steel oven slides that met their demanding quality, durability, and aesthetic requirements.

Key steps included:

• Conducting a comprehensive needs analysis to align our solutions with Miele’s design and performance goals.

• Developing and iterating prototypes, ensuring seamless operation under high-temperature and high-usage conditions.

• Ensuring timely delivery and integration into Miele’s manufacturing processes.

The project was a resounding success, solidifying a strong partnership with Miele and serving as a proof of concept for future collaborations.

Developing a strategic business plan

Building on the Miele success, I led the development and execution of a comprehensive strategic business plan to expand our presence in the domestic appliance market. The plan focused on three key pillars:

1. Market mapping:
   We identified and prioritised Europe’s major domestic appliance manufacturers, researching their specific needs, innovation priorities, and procurement strategies.

2. Relationship building:
   We established close, collaborative relationships with decision-makers at our target manufacturers. The Miele case study served as a compelling example of our expertise and commitment to quality.

3. Customised solutions:
   We positioned our slides as a premium feature that enhanced the user experience, focusing on smooth operation, safety, durability, and ease of use. We also tailored solutions to align with each brand’s design philosophy and operational requirements.

Exceptional growth and market impact

The results of the strategic plan were outstanding, leading to remarkable growth over five years:

• Double-digit growth:
  The business achieved double-digit year-on-year growth, driven by increasing demand from domestic appliance manufacturers across Europe.

• Significant revenue contribution:
  Within five years, the oven slides business grew into a double-digit million turnover segment, accounting for one-third of the company’s total European business.

• Market leadership:
  The company established itself as the leading supplier of stainless steel oven slides in Europe. Its products became a standard feature in baking ovens of major household appliance brands.

• Dedicated Business Unit:
  The rapid growth necessitated the creation of a dedicated business unit with its own specialised sales team across Europe. This team provided localised support and strengthened relationships with key clients.

Ongoing leadership

Today, the company remains the market leader in stainless steel oven slides. Its solutions are featured in baking ovens of several top domestic appliance brands, reflecting a legacy of innovation, quality, and strong partnerships. The business unit continues to thrive, delivering cutting-edge solutions and maintaining close relationships with Europe’s leading appliance manufacturers.

Conclusion

This success story demonstrates how a focused strategic approach, starting with a high-profile project for Miele, can unlock a new market and achieve substantial growth. Over five years, we transformed an opportunity into a thriving business with a double-digit million turnover, contributing a third of the company’s European revenue.

By consistently delivering quality, technical expertise, and innovation, we secured the company’s position as the undisputed market leader in stainless steel oven slides.