DreCo Insights | Case study

From one Miele project to a third of European revenue

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

Oven slides look simple. They are not. High temperatures, heavy use, and strict aesthetic standards make them technically demanding. The question was whether we could build a business case that major appliance manufacturers would take seriously.

Starting with Miele

We chose Miele as the first target deliberately. They are the most demanding buyer in European domestic appliances.

If you can work to their standards, other manufacturers take you more seriously. The reference is worth more than any sales material.

Working with Miele’s engineering and procurement teams, we developed stainless steel oven slides built to their exact specifications. The prototype phase required several iterations. We did not rush it.

↳ The Miele name on our reference list changed every subsequent conversation with other buyers.

Building from there

With the Miele project running, I developed a plan to expand across Europe. Three priorities guided the work.

1. Market mapping

We identified Europe’s major domestic appliance manufacturers, ranked them by volume and strategic fit, and built a contact plan.

↳ Not every opportunity is worth pursuing at the same time. Prioritisation protects margin and energy.

2. Relationship building

We met with procurement and engineering decision-makers at each target manufacturer. The Miele project gave us a concrete proof of concept to discuss.

↳ Reference-led conversations move faster than cold ones.

3. Tailored specifications

Each brand had its own design requirements and operational tolerances. We adapted accordingly. Offering a standard product in a market that expects customisation is a fast route to losing.

Results over five years

Revenue growth

Double-digit year-on-year growth throughout the period

Turnover

Double-digit million segment within five years

Share of company

One third of total European business

Market position

Leading supplier of stainless steel oven slides in Europe

Organisational impact

Dedicated European business unit created for this segment

Brands

The oven slides became a standard feature in baking ovens across several of Europe’s leading appliance manufacturers. That did not happen by accident.

What I took from this

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

It requires a plan, patience, and the willingness to adapt your product to what the client actually needs, not only what you have already made.