1. General information

1.1 When we use the term “Personal Data” or “Personal Information”, we refer to information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with you or your household, or as otherwise defined in the state privacy laws applicable to you.

1.2 Please read this Privacy Policy carefully to understand our policies and practices regarding your Personal Information and how we will treat it. If you do not agree with our practices, your choice is to not use our Website. By accessing or using our Website, you agree to this Privacy Policy.

1.3 Miele may amend this Privacy Policy at any time. In case the Privacy Policy is amended, the amended Privacy Policy will be made available to you on our Website. Please review this Privacy Policy whenever you visit the Website or when prompted when we collect Personal Information from you offline (such as Miele trade fairs, or sponsored partner events), to check if there have been any changes, so that you know the terms that apply to you at that time. At the top of this Privacy Policy, you can see when this Privacy Policy has last been updated. Your continued use of the Website following such changes constitutes the acceptance of those changes.

2. Collection and processing related to our Website

2.1 Personal Information received through automatic data collection technology

2.1.1 We may use automatic data collection technologies (e.g., cookies) to collect certain Personal Information about you. Cookies are small text files stored by your browser on your device, or image files, such as pixels. The next time you visit our Website with the same device, the information stored in cookies will either be returned to our Website or to another Website.
We also use pixels (also known as web beacons), which is code embedded in a website, video, email, or advertisement that sends information about your use to a server. There are various types of pixels, including image pixels (which are small graphic images) and JavaScript pixels (which contain JavaScript code). When you access a website, video, email, or advertisement that contains a pixel, the pixel may permit us or another entity to drop or read cookies on your browser. Pixels are used in combination with cookies to track activity by a particular browser on a particular device. We incorporate pixels from third parties that allow us to track our conversions, bring you advertising both on and off the Website, and provide you with additional functionality.

Most browsers accept cookies by default. If you would prefer not to receive cookies, you can alter the configuration of your browser to refuse or delete cookies. If you use multiple browsers on your device, you will need to instruct each browser separately. Your ability to limit cookies is subject to your browser settings and limitations. As noted above, if you choose to have your browser refuse cookies, some areas of our services may not function properly.

The Log File Data is evaluated anonymously to improve the Website, to adapt the Website to the interests of our users and to be able to remedy errors quickly.

In a non-anonymized form, Log File Data are used solely to detect malfunctions and to ensure system security, including detection and tracking of improper access attempts and fraud and abuse attempts. The data are stored for 7 to 14 days and then deleted subject to our Retention Policy, see Section 5 of this Privacy Policy. For instance, Log File Data, the further storage of which is required for evidence purposes, is not deleted until final clarification of the respective incident has been obtained and may in individual cases be forwarded to the investigating authorities.

2.4 Use of online shop with Miele Account

With a “Miele Account”, you can easily access all relevant information related to your orders, products, warranties, upcoming events, and product services. All this information will be collected and made available to you after your registration and login on the Miele Website. 

If you actively submit Personal Data to us, for example, by registering with a Miele Account, we will process the Personal Data transmitted by you

We process the above Personal Data in order to create and maintain a Miele Account.

You may revoke any consent granted to us regarding the use of Personal Information at any time with effect for the future. For this purpose, please use the contact details provided in Section 9.  

We retain your Personal Data pursuant to our Retention Policy.

If and insofar you decided to register a Miele appliance through the Website or to pair a network-enabled Miele appliance with your Miele Account, we will process the following Personal Data:

  • • customer number and Miele Account;
  • • equipment serial number;
  • • appliance manufacturing number;
  • • functional characteristics of the appliances and appliance master data;
  • • purchase date.

We process the above Personal Data in order to provide you with an overview about all of your registered or paired domestic appliances.

We store the above Personal Data during the existence of your Miele Account. Thereafter, we store your Personal Data pursuant to our Retention Policy [more information provided in Section 5].

2.5 Use of online shop without a Miele Account

If you voluntarily submit Personal Data to us, for example by using our online shop, we will process such Personal Data transmitted by you

We process the above Personal Data in order to process your orders. When you use the online shop as registered user, we store the order history under your Miele Account.

We store the above Personal Data collected pursuant to our Retention Policy.

Furthermore, your Personal Data will be evaluated in a de-identified manner for internal reports and statistical purposes of the Miele Group. The Personal Data will be processed by us and certain affiliates of the Miele group of companies. Such reports will help us to continuously improve and optimize our products and services. The aggregated reports do not allow any reidentification of a specific user and such de-identified information will be shared with further companies of the Miele Group. The Personal Data are stored by us only as long as reasonably necessary and proportionate to this purpose, unless otherwise required by applicable laws, rules, regulations or an order from a government authority.

Please refer to Section 1.1 of the State-Specific Notice for more information on these reasons.

2.6 Contacting us through Miele Customer Service

You can contact Miele Customer Service in various ways, e.g., by telephone or online. In this case, we will process the Personal Data you submit to us to respond to your request. Insofar as is necessary for the provision of customer service, for example, to collect the device from you, to carry out repair work or to process warranty or guarantee claims, your Personal Data will be forwarded to our service providers.

Furthermore, we process the Personal Data collected through the Miele Customer Service for product security and surveillance purposes and in order to fulfil our legal obligations as manufacturer or distributor of the products. For these purposes, we may transfer your Personal Data to our supplier.

Moreover, we de-identify your abovementioned Personal Data and evaluate your Personal Data only in a de-identified manner so that we can continuously optimize our products.

With regard to customer service, Personal Data transmitted to us will be deleted upon expiry of the applicable warranty or guarantee periods (to the extent applicable), unless we have a reason to retain them for a longer period subject to our Retention Policy (as defined below in Section 5).

You can also contact us on social media (e.g., on Facebook or Instagram). If you do so, we will process the Personal Data you provided to us to answer your request. We note that we do not have control over these third-party platforms and cannot be liable for your disclosure of your Personal Data on such platforms. The Personal Data you submit on these platforms is not governed by this Privacy Policy but rather the respective policies of such platforms.

When contacting us, Personal Data transmitted to us will be deleted after completion of your request, unless we have a reason to retain it subject to our Retention Policy.

We may use service providers to respond to your inquiry or request (e.g., Sitel). Such service providers may have direct access to your Personal Data collected from our Website.

3. Other processing purposes

3.1 Collection service

In the event that you are in default of payment despite repeated reminders, we reserve the right to forward the Personal Data required for collection to a debt collection agency for the purpose of fiduciary collection or to sell the outstanding claims to a collection service provider. In the event of a sale, the collection service provider becomes the holder of the claim and asserts the claims in its own name.

3.2 Commercial communication

If and insofar as you have given us your consent for marketing and advertising purposes when prompted on our Website, e.g., you signed up to the e-mail newsletter, customer satisfaction surveys, app-notification, etc., we may send you marketing and advertising materials and information. It might be possible that commercial communication will be provided through our service providers. You may object to the processing of your Personal Data for these purposes or revoke your consent to us at any time with effect for the future by using methods to contact us pursuant to Section 9 of this Privacy Policy (e.g., by using the unsubscribe link included in the e-mail or writing us an e-mail or letter).

3.2.1 Basic Commercial Communication

The purposes mentioned under this Section 3.2.1 shall be referred to herein as “Basic Commercial Communication”.

As part of the basic commercial communication, we will inform you about news in the Miele range of products, events organized by Miele and customer surveys in which you can partake. We will also inform you about Miele events in the vicinity of your place of residence based on the postal code of your place of residence that you have provided.

Furthermore, we will process your interests in specific Miele products and services that you may have submitted in the context of the registration for Basic Commercial Communication (e.g., informing you via e-mail about our latest products and relevant promotions pursuant to you filling out a purchase intent form. 

Taking into account any Miele appliances or Miele products you may have already purchased and will purchase in the future from Miele or register and will register, (add to your Miele Account), respectively, Miele tailors its Basic Commercial Communication with you based on your interests/needs. This includes, among other things, reminders of products left in shopping carts, informing you via e-mail about our latest products, welcome communication for new customers, new newsletter subscribers new appliance onboarding e-mails (e.g., explaining appliance usage) and event invitations for first-hand appliance onboarding, follow-up communications based on follow-up purchases after redeeming your consumables voucher, reminders of a warranty extension to you 12 months after the warranty period started based on your appliance category and the redemption of the voucher for consumables enclosed with the respective device. For that purpose, we also process your order history, to the extent available, from the immediately preceding 5 years.

We may process your previous transactions, commercial communication, and Personal Information collected by cookies about your user behavior on the Website and Apps in order to send you reengagement communications, important news since your last activity regarding appliances and events for firsthand brand experiences.

We retain the contact Personal Data and your consent for Basic Commercial Communication for 5 years after each use unless we have a reason to retain it subject to our Retention Policy. You can revoke your consent to any Basic Commercial Communication at any time. You can declare your revocation at any later time in writing. Please refer to Section 9 of this Privacy Policy for our contact details. In addition, every e-mail sent to you contains an unsubscribe link which you can use to revoke your consent.

3.2.2 Advanced Personalization

The purposes of processing of your Personal Data set forth in this Section 3.2.2 shall be referred to as “Advanced Personalization”.

In order to respond to your individual needs, we process the Miele services you have used and will use in the future (e.g., delivery and/or installation service, maintenance work as well as individual product advice and contacting Miele Customer Service) and technician assignments commissioned by you. As part of the information on technician assignments, Miele processes the details of the respective repair order, the reason for the damage and any remedial measures (repairs) carried out. Miele also processes these details to make a replacement offer for your old appliance and send you a reminder e-mail about the replacement offer and other comparable products. We store Personal Data that we use for this purpose for 3 years.

We may process receipt and read confirmations received via the commercial communication, as well as information about the links you clicked on as a registered and non-registered user. If you click on a link within the commercial communication, we also process Personal Information collected by cookies about your user behavior on the Website, which you can access via a link within the commercial communication sent. We store this Personal Information about your user profile and use it to better tailor the content of our commercial communication with you to your personal interests. This includes, amongst other things, providing you (alternative) product recommendations in our newsletter and Website, as well as appliance category recommendations by our contact center.  We store this Personal Information for this purpose for 2 years subject to our Retention Policy.

If you no longer want to receive any commercial communication from us for Advanced Personalization, you can send us a request to stop sending you such communication at any time by using our contact details provided in Section 9 of this Privacy Policy. In addition, every e-mail sent to you contains an unsubscribe link which you can use to unsubscribe.

3.2.3 Complete Personalization

For our complete personalization (such purposes, the “Complete Personalization”), we process the Personal Data collected for the Basic Commercial Communication and Advanced Personalization and the following Personal Data:

  • • Personal Data collected using Firebase for Google Analytics regarding your use of our Miele apps, e.g.: opens, clicks and reading time. Further information can be found in the respective app – your Personal Data  will only be processed if you have given us your consent to evaluate the usage data in the respective app;
  • • Personal Data collected during your visits to our Website (www.mieleusa.com) using the Bloomreach Engagement solution, such as your usage behavior (e.g., products viewed, products in the shopping cart, etc.). Your Personal Data will only be processed if you have given us your consent for the collection of Personal Data and the evaluation of your usage data on our Website via cookies and similar tracking technologies when you made your selection on our cookie pop-up banner when prompted.

We store the Personal Data we use for Complete Personalization for 2 years subject to our Retention Policy. If you no longer want Miele to collect and use your Personal Data for complete personalization, please send us a request at any time with or without giving us reasons by using our contact details in Section 9 of this Privacy Policy. In addition, every e-mail sent to you contains an unsubscribe link which you can use to unsubscribe.

Hotjar acts as a data processor, and we as a controller in accordance with the European Union General Data Protection Regulation.

All data collected by Hotjar is stored in the European Economic Area. However, it might be possible the data will be transferred to sub-processors outside the EEA and/or the United Kingdom (“Third Countries”). There will be certain safeguards to ensure that the data is protected in accordance with the requirements of the GDPR.

3.5 Trade Desk Pixel

On our website, we use the Trade Desk Pixel, provided by The Trade Desk Ltd (“Trade Desk”), 10th floor, 1 Bartholomew Close, London EC1A 7BL, United Kingdom, a snippet of JavaScript code that allows us to track your activities on our website and facilitates the use of technology that helps us with digital advertising by a Demand Side Platform (“DSP”).

The purpose for processing the data is for advertising purposes including personalizing ads, delivering ads, limiting the number of times you see an ad, measuring effectiveness of ads, reporting on ad campaigns and maintaining ad transaction records.

The processing of the data takes place in accordance with applicable data protection laws and regulations, such as the General Data Protection Regulation (“GDPR”). The legal basis of the data processing is the consent pursuant to Art. 6 (1)(a) GDPR).

Trade Desk collects and uses data, on our behalf, to ensure that the ads you see are relevant and to measure and report on their effectiveness. The platform uses data to produce a mapping of devices that might be related to each other. This means that they might be used by the same person or by people within the same household. This helps us to better target and measure our campaigns, as well as to limit the number of times the same person or household sees an ad.

Trade Desk acts as a data processor, and we as a controller in accordance with the GDPR.

The data sent by us is retained by Trade Desk in a pseudonymized manner for up to 18 months.  After 18 months (often sooner) the data is de-identified or aggregated and stored for up to 3 additional years.

3.6 Meta Pixel (formerly Facebook Pixel)

In general, your data will be processed within the United States. However, it might be possible that your data must be transferred und processed outside the United States, for example to the Facebook Inc. in the United States. In such event, your data will be secured by appropriate safeguards as required by law,

For information regarding how to opt out of Meta Pixel tracking, please see our privacy preference center. 

3.6.1 Conversion Tracking

We use the Meta Pixel to track your actions in order analyze the effectiveness of our conversion funnel and to regularly improve our website.

3.6.2 Facebook Custom Audiences

3.7 Google Language

On our website, we use Google Analytics 4, Google Ads for Remarketing, Google Ads Conversion Tracking, Google Conversion Linker, Google DoubleClick (also known as Floodlight), based on the Marketing Platform – including Campaign Manager 360, Display & Video 360, Search Ads 360 (“Google Tools”) that allow us to track your activities on our website and/or used by Google at 1600 Amphitheatre Parkway, Mountain View, California, 94043 USA.

Google receives and processes the following types of data: cookie data, usage data (browser type and settings, device type and settings, operating system, application version number) and other internet information. Google Tools enables Google to offer relevant search results and advertisements to you and to understand the information they receive about you, including information about your use of other websites and apps, whether or not you are registered or logged in. Google may use the data collected to contextualize and personalize the ads of its own advertising network.

Information about how Miele uses data from Google Tools, and the data processed, visit Sections 3.2.3 and 4.2.1 in the Privacy Policy.

Meta may receive the information that you have accessed on the Website and possibly interacted with the plug-in. You will be prompted twice on our Website, allowing you to decline the use of social media plug-ins. Should you consent to the use of the plug-in, please note the following:

By activating the plug-in, your Personal Data will be saved and sent to Meta.

We have no influence on the collected Personal Data and data processing operations, nor are we aware of the full extent of data collection, the purpose of the processing, or the retention periods. We also have no information on how to delete the Personal Data collected by Meta. We have entered into a data processing agreement with Meta under which Meta is prohibited to use and process Personal Data from our customers for purposes other than those Meta was engaged for.

Meta stores the Personal Data collected about you as usage profiles and uses them for purposes of advertising, market research and/or tailor-made Website design. Such an evaluation is carried out in particular (also for non-logged-in users) for the presentation of needs-based advertising and to inform other users of the social network about your activities on our Website. You have a right to object to the formation of these user profiles, whereby you must exercise this right on the Meta platform.

Through the plug-ins we offer you the opportunity to interact with the social networks and other users, so that we can improve our offer and make it more interesting for you as a user.

You can completely prevent the plug-ins from being loaded using add-ons for your browser, so-called script blockers.

3.9 Social media presence and Linked Sites

The Website may, from time to time, contain links to and from the websites, plug-ins and applications of our partner networks, advertisers, affiliates, or social media sites. This Privacy Policy does not apply to your access to any Personal Information practices of such third-party websites and online services, which may or may not have privacy policies. Please understand that Miele does not control such social media platforms, “linked” websites or the content contained on such websites and takes no responsibility for their content. It should not be implied that Miele endorses or otherwise recommends such websites, or the products or services they offer. To learn about the Personal Data practices of these third parties, please visit their respective privacy notices or policies.

Below is some information on our social media accounts.

3.11 Job application 

If you apply via the Miele application portal or form or otherwise for a position with us and send us application documents, we will process or cause the Personal Data you provide to be processed by a service provider only for the purpose of the application process. We note that only the service provider(s) we engage to process the Personal Data of applicants have access to the Personal Data and we have a data processing agreement in place that prohibits them from using such Personal Data for purposes other than those we engaged them for.

Insofar as you have applied for an advertised position or unsolicited application, the application will be kept for a minimum period of one year in order to contact you, if necessary, with regard to a vacancy notice that arises. At any time, you have the option of requesting the deletion of your application. In the case of a successful application, the transmitted data will be stored for the purpose of the employment relationship in compliance with the legal requirements.

If you have applied for employment with another Miele Group company, we will forward your application to the respective company for the purpose of deciding on the employment relationship.

Your Personal Data will not be sold to or shared with third parties, nor will it be processed for targeted advertising or profiling. Neither do we offer financial incentives to process this Personal Data.

3.12 Miele trade fair presence

If you visit one of our booths, we collect Personal Data that you provide to us, e.g., by handing over your business card. We process this Personal Data to respond to your concern or inquiry, e.g., we will contact you for further discussions or offers. If this is necessary to respond to your concern or inquiry (e.g., when requesting a contact abroad), we will forward your Personal Data to the responsible person of the respective company of the Miele Group. We note that we only process such Personal Data for business to business transactions (i.e., no targeted advertising or profiling).

When contacting us, Personal Data transmitted to us will be deleted after completion of your request subject to our Retention Policy.

4. Disclosure of Personal Data

4.1 We may disclose your Personal Data to the following categories of recipients (in addition to the recipients expressly stated in this Privacy Policy) for one or more of the purposes described above:

  • • Service providers: We may disclose your Personal Information with service providers for the purposes described in Sections 2 and 3 of this Privacy Policy, including agents and consultants. We entered into agreements with such service providers to prohibit them from using your Personal Information for other purposes other than the business purpose for which we engaged them.
  • • Marketing partners: We share Personal Information with our marketing partners in connection with offering co-branded services, selling or distributing our products, or engaging in joint marketing activities.

4.2 “Sale” or “Sharing” of Personal Information

We do not sell Personal Data for monetary consideration. However, the below activities may constitute as “sale” or “sharing” of Personal Data under certain state laws regardless of whether an exchange of monetary consideration takes place or not.

4.2.1 Analytics and behavioral advertising

Where we work with other companies to engage in behavioral advertising, these companies are often members of the Digital Advertising Alliance (“DAA”) and/or the Network Advertising Initiative (“NAI”). These programs offer centralized locations where users can make choices about the use of their information for behavioral advertising. To learn more about the DAA’s Self-Regulatory Program for Online Behavioral Advertising and your opt-out options for their members, please visit (i) for website opt-out, https://www.aboutads.info/choices; and (ii) for mobile app opt-out, https://www.aboutads.info/appchoices. To learn more about the NAI and your opt-out options for their members, please visit https://www.networkadvertising.org/choices/.

You may also limit our use of information collected from or about your mobile device for purposes of serving targeted ads to you by going to your device settings and selecting “Limit Ad Tracking” (for iOS devices) or “Opt out of Interest-Based Ads” (for Android devices).

Please note that any opt-outs only apply to the specific browser or device from which you opt-out. Further, opting-out through the DAA or NAI only means that the selected members should no longer deliver certain behavioral advertising to you, and does not mean you will no longer receive any targeted content and/or ads (e.g., from other ad networks). We are not responsible for the effectiveness of, or compliance with, any entity’s opt-out options or programs or the accuracy of their statements regarding their practices or programs.

Depending on your location, other opt-out mechanisms might be applicable to you. Please refer to our State-Specific Privacy Notice for more information.

5. Retention of Personal Information (our “Retention Policy”)

Unless otherwise stated in this Privacy Policy as a general rule, Miele retains your Personal Information for as long as reasonably necessary and proportionate to the original purpose for collecting and processing it. Your Personal Information will be removed and/or de-identified when your Personal Information is no longer necessary for such purpose. We may also need to delete sooner or retain your Personal Information for a longer period if we have a reason of doing so pursuant to applicable law, rule, regulation, or an order from a government entity. Please refer to our State-Specific Privacy Notice for situations where we are entitled to retain your Personal Information despite your request to delete.

How long we keep Personal Information can vary widely depending on the context of the services we offer. The following criteria are often used to determine the retention period: nature of the Personal Information, the context in which the Personal Information have been collected, the consequences for you and the existence of appropriate safeguards, such as pseudonymization.

6. Data security

We implement and maintain reasonable and appropriate administrative, physical, and technical security safeguards designed to help protect the security and privacy of the Personal Data you have provided. Nevertheless, transmission via the internet is not completely secure and we cannot guarantee the security of your Personal Information.

To keep your Personal Data safe, we have implemented the following measures:

  • • Encrypt the transfers of data via our Website;
  • • Protect the servers on which your Personal Data is stored with passwords and appropriate (physical) security measures;
  • • Use of Transport Layer Security (TLS);
  • • Software development lifecycle Security (SDLC).

7. Your privacy rights

7.1 Please refer to our State-Specific Privacy Notice for disclosures and rights that apply to residents of the States of California, Virginia, and Nevada.

7.2 Notwithstanding your state-specific rights, every user of our Website may request from Miele (i) information on the Personal Data we collect from them, (ii) access to an overview of such Personal Data, (iii) to correct, limit use, or delete their Personal Data, and (iv) to receive the requested information on your Personal Data in a portable manner. You can make such request by contacting Miele using the contact information under Section 9.

7.3 In order to fulfil your requests pursuant to the rights as stated above, we may request specific additional information from you to verify your identity. We collect and process such Personal Information for the sole purpose of enabling us to respond to your request.

7.4 Please be informed that when you exercise certain rights mentioned in Section 7.2 (e.g., the right to deletion), we may no longer be able to offer you the use of the Website or portions thereof (e.g., access to your Miele Account may be limited).

7.5 We will remove your Personal Data within the period required by appliable law after you asked for a deletion of your Miele Account, unless we are required to delete such Miele Account sooner under applicable law, rule, or regulation. Should you decide to delete your Miele Account, please note that you will lose access to the Personal Data, courses, documents, and other information in your Miele Account. Miele is not under any obligation to maintain a back-up of such information and Personal Data.

8. ​​Children under the age of 18

Our Website is not intended for children under 18 years of age. No one under the age of 18 may provide any Personal Information to or on our Website. We do not knowingly collect Personal Information from children under the age of 18. If you are under 18, do not use or provide any information on our Website or through any of its features, register on our Website, use any of the interactive features of our Website, or provide any information about yourself to us. If we learn we have collected or received Personal Information from a child under 18 without verification of parental consent, we will delete that information. If you believe we might have any information from or about a child under the age of 18, please contact us at email