Miele has announced the appointment of Bogdan Bayer as Country Manager for Romania, Bulgaria and Serbia. Bayer joined Miele at the beginning of this year and, in his new role, will oversee the strategic and operational development of the business across the three markets. He will work closely with local teams and partners to support sustainable growth, enhance the customer experience and further strengthen Miele’s positioning in the premium home appliances segment.

“The decision to join Miele was a very deliberate one. I was attracted by a highly respected premium brand, the opportunity to work alongside teams across three markets with distinct cultural characteristics and, above all, by the company’s values. When I discovered ‘Immer Besser’ – the commitment to always do things better – I recognised a mindset that strongly resonates with me. Since 1899, Miele has built its success on quality and strong principles rather than short-lived trends, and this long-term perspective is particularly compelling,” said Bogdan Bayer, Country Manager for Romania, Bulgaria and Serbia.

Bogdan Bayer brings nearly two decades of experience in commercial and marketing roles, including leadership positions at local, regional and global levels. Before joining Miele, he served as Chief Commercial Officer at a publicly listed company operating in the wine industry, a market leader in Central and Eastern Europe with an international presence. Previously, he held senior marketing and sales positions in the beer industry and the fast-moving consumer goods sector.

His international experience includes assignments in Romania, France, the Netherlands, Sierra Leone and the Democratic Republic of the Congo, as well as responsibilities covering multiple markets across Central and Eastern Europe. His professional track record includes developing international brands, leading large and culturally diverse teams, managing commercial strategies in complex markets and contributing to revenue, market share and profitability growth.

In Romania, Miele operates a manufacturing facility in Brașov. Miele Tehnica Brașov reported revenues of RON 519 million and a net profit of RON 24 million in 2025.

For 2026 and 2027, Bogdan Bayer’s priorities will include continuously improving the experience offered to customers and partners, investing in the people behind the brand, developing training programmes, strengthening service capabilities, accelerating digitalisation and developing strategic partnerships.

The objective is to ensure that the same high standards of quality and care are reflected at every customer touchpoint with Miele.

“In the premium segment, exceptional products are only the starting point. Customers need to be able to trust a brand before, during and long after the purchase. Every interaction – whether in a showroom, online, in retail or through a service centre – should reflect the same level of care and the same high standards. Our ambition is for Miele to become more than a premium home appliance brand: we want it to be the brand people naturally choose and recommend with confidence,” added Bogdan Bayer.

According to Bogdan Bayer, premium customers are placing increasing emphasis on real, long-term value. They are looking for appliances that combine efficiency and durability with timeless design, intuitive connected features and technologies that can be easily integrated into everyday life.

Artificial intelligence will play an increasingly important role, but its relevance will depend on its ability to deliver tangible benefits to users. This direction is aligned with Miele’s global priorities around premium innovation, digitalisation, artificial intelligence and connected solutions designed to provide customers with greater convenience and efficiency.

Miele is owned by the founding Miele and Zinkann families. In fiscal year 2025, Miele recorded revenue of €5.16 billion and employed approximately 23,000 people worldwide. The company operates 19 manufacturing plants and has 49 sales and service subsidiaries globally, according to figures valid as of March 2026.

As a family-owned company, Miele takes a long-term approach to developing the markets in which it operates, focusing on continuity, trust and sustainable value.

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