Miele celebrate its 125th anniversary, Miele is presenting its new generation of cylinder vacuum cleaners. Called Guard, it provides precise, elegant cleaning solutions that are tailored to each user. The “Always Better” philosophy is now available from entry-level to high-end. We were able to discover it at the Miele Experience Center in the 8th ^{arrondissement} of Paris. 

“We have been manufacturing vacuum cleaners since 1929. Major milestones have marked its development, including the arrival of an English brand on the market, that of upright vacuum cleaners, robots and wet & dry. Today, we are talking about a product that remains a must-have for floor care ,” announced Thomas Bourgeois , Marketing Director, during his introductory speech.

In recent years, vacuum cleaner sales have indeed evolved towards greater practicality. While the cylinder vacuum cleaner represents 34% of the vacuum cleaner market weight in volume, Miele has a 26% market share in the cylinder vacuum cleaner with bag. In a declining market, the premium brand has achieved growth of 4%. “Our objective is to remain the preferred brand of the French in the premium segment, through satisfactory, qualitative and fast cleaning experiences” , specifies Karen Lemonnier , head of the PEM category. It is now arriving with a new generation of cylinder vacuum cleaners with bags.

An upgrade in functionality and design

The Guard S1 , the most compact and accessible in the range, is aimed at consumers looking for a lightweight and affordable vacuum cleaner. Available from €199.99 excluding VAT, it weighs only 4.1 kg and offers a range of 10 meters with 4 suction modes. Available in 6 attractive colors, it includes an SBB 355 brush and an AirClean filtration system.

An intermediate model with a monochrome design, the Guard M1 is positioned as the versatile option offering more capacity. Sold between €299.99 and €399.99 excluding VAT, it stands out for its robustness and completeness. Weighing 5.2 kg, it offers a range of 11 meters with three intuitive control buttons. An SBB 365 or FlexTeQ brush accompanies this model, which also includes three integrated accessories.

The Guard L1 crowns the range with its three high-end versions. Sold at €599.99 excluding VAT, the Comfort model (the highest range) benefits from five suction modes, a HEPA filter that eliminates 99.999% of viruses and intelligent Miele@home connectivity. Its brush offers a more ergonomic, comfortable and pleasant cleaning experience. Added to this is an automatic mode with an all-terrain brush that adapts to each type of floor. “Some vacuum cleaners are aimed at more specific needs and integrate brushes dedicated to parquet for fragile floors. In this case, the price positioning is higher. To meet demand, each of our ranges integrates these versions” , underlines Karen Lemonnier.

These vacuum cleaners share common features: a neat design, optimal performance with hygiene at the heart of its concerns and an environmental commitment through the use of recycled plastics in the bags. All these devices also offer three accessories: a crevice tool, a cushion nozzle and an upholstery brush. Through sustainable and innovative solutions, Miele confirms its position as a major player in premium household appliances.