German Manufacturer Expands Refurbished Appliance Sales Across Europe

German appliance manufacturer Miele is intensifying efforts to offer more refurbished household appliances, signaling a shift in consumer electronics and home goods markets towards sustainability and cost-effectiveness. While the resale of pre-owned smartphones has become common, the refurbishment and resale of larger appliances, such as washing machines, have lagged behind due to logistical and regulatory challenges. Miele aims to change this trend by broadening its refurbishment initiatives, starting with its pilot program in the Netherlands.

The process involves collecting returned washing machines, including those with minor defects or cosmetic imperfections, repairing them, and reselling them through dedicated online channels. The Netherlands was chosen for the initial rollout because of the strong market presence of Miele products and the receptiveness of local consumers to refurbished goods. This approach has allowed the company to attract new customer segments, particularly younger and digitally engaged buyers seeking value-driven alternatives to new appliances.

In addition to whole appliances, Miele has introduced a refurbishment program for electronic components, notably circuit boards. Customers can now select between new or refurbished parts when servicing their washing machines, dishwashers, or coffee machines. In 2024 alone, Miele refurbished approximately 12,000 electronic components across five European countries, including its home market, Germany. This dual-option service requires technicians to bring both new and refurbished parts to service appointments, streamlining the repair process and providing customers with more affordable choices.

Washing machines are uniquely suited for refurbishment due to their high value, widespread use, and the relative abundance of spare parts. Many consumers are less concerned with minor cosmetic flaws on appliances typically kept in utility spaces, further supporting the viability of the refurbished model. However, scaling such operations to other countries and appliance categories remains challenging. European Union waste regulations restrict the cross-border movement of used appliances, necessitating national-level infrastructure and sufficient local returns to sustain refurbishment programs.

Currently, refurbished large appliances account for a small fraction of the market--estimated at less than 5%--compared to the thriving second-hand smartphone sector, where roughly a quarter of devices are purchased pre-owned. The physical size and complexity of household appliances, as well as the need for specialized logistics and on-site testing, present significant obstacles. Collecting, transporting, and preparing heavy items like washing machines require dedicated resources, making it more difficult for smaller manufacturers or those without established distribution networks to participate.

Major consumer electronics retailers, such as MediaMarktSaturn, have begun offering a curated selection of refurbished household goods, including small kitchen appliances and extractor hoods, alongside their extensive inventories of second-hand smartphones and laptops. Certain high-quality products, like the Thermomix kitchen appliance by Vorwerk, command strong resale values on specialized platforms due to their durability and reliable supply of spare parts. Companies such as I-Project have emerged to facilitate the refurbishment and resale of these items, leveraging online marketplaces to connect sellers and buyers and standardize the grading and pricing of used products.

Despite the enduring preference among many consumers for brand-new appliances, the market for refurbished goods is expanding. Factors such as rising costs, increased environmental awareness, and improved access to affordable, quality-checked pre-owned products are driving this shift. Premium brands with established distribution channels and customer service networks are particularly well positioned to lead the transition to a more circular economy for household appliances.