We offer our clients much more than just high-end household appliances – we deliver a complete, premium experience centred around quality, innovation, and personalized services.
Mrs. Ana Lendarić, Brand Activation Manager at Miele Croatia, as a successful business woman, reveals for Diplomacy&Commerce magazine how difficult it is today to follow fast-paced business trends as a woman and what guides her when making business decisions. Last year Miele celebrated 125 years of quality with various jubilee offers and novelties. In this regard, she presents us with the novelties they offer and how they differ from the competition.
- Last year Miele celebrated 125 years of quality with various jubilee offers and novelties. What novelties are you presenting this year and what would you say is your mission?
Well, this year we are very excited to present in the Croatian market a completely new vacuum cleaner generation which is redefining floor care – the Miele Guard series. The new top model, Guard L1, takes everything to the next level: it is more convenient to use, more hygienic, more elegant – and networked. With this, we are completely reinventing ourselves in the field of bagged cylinder vacuum cleaners. We also presented the flagships in the new laundry care generation by the name „Nova Edition”. At the core of the washing machine is the world’s first drum without drum ribs, which ensures even gentler care and longer lifetimes for delicate fabrics. Thanks to further optimised process technology, the Nova Edition appliances also offer shorter programme running times for smaller load sizes, increased flexibility during loading and much more besides. Naturally, all the new products are also tested to last for the equivalent of 20 years. Which is still, after 125 years our guiding principle – to offer quality that lasts. With this novelties, we continue with our belief that you should love what you live with. Which is why we are communicating this emotional aspect to our products and our brand in a form:
Once a Miele, Always a Miele.
- What does Miele Croatia offer its clients and how do you stand out from the competition?
Clients have access to a portfolio of products that combine cutting-edge technology with timeless design, whether it’s for laundry care, kitchen appliances, or floor care. We support clients throughout their entire journey, from initial consultation and tailored product advice to professional installation, product demonstrations, and ongoing after-sales care. What truly sets Miele Croatia apart from the competition is its unwavering commitment to long-term quality and customer satisfaction. Miele is one of the few – and in Croatia, the only – premium appliance brand that operates its own network of in-house service technicians. This means our clients enjoy peace of mind knowing their appliances are not only built to perform but are expertly supported throughout their lifetime. While many competitors focus heavily on price promotions or mass-market strategies, we distinguish ourselves by focusing on trust, expertise, and delivering value that lasts for decades. Products are built for a lifespan of up to 20 years, and every element of the customer experience reflects our brand’s core promise of “Immer Besser” – “Forever Better”. The consistent focus on craftmanship, customer care, and innovation positions Miele Croatia as the clear leader in the premium appliance market.
- Miele Experience Centers are open for all interested customers. What exactly do they offer and how was their concept conceived?
Miele Experience Centers are designed to offer consumers a premium, immersive environment where they can interact with Miele’s products in a meaningful way. The goal is to help customers fully understand the performance, design, and innovative features of Miele appliances – empowering them to make more informed decisions based on their lifestyle and needs. The concept behind our Experience Centers was born out of Miele’s deep understanding of its clientele and its long-lasting brand philosophy. Miele recognized that for premium products, especially those integrated into the heart of the home, consumers increasingly value education, engagement, and trust. They want to connect emotionally with the brand and see the quality for themselves. Ultimately, our Miele Experience Centers are about building lasting relationships with customers. It’s a concept that blends retail, hospitality, and brand storytelling into one seamless experience.
- How would you evaluate business conditions in light of the crises we are living in from inflation, sanctions, customs…? How much does it affect business and in what ways? How do you solve these problems?
There’s no denying that the current business climate is challenging. Inflation, supply chain disruptions, and evolving trade conditions have impacted every player in the market – us included. Costs are rising, lead times can be unpredictable, and navigating regulations requires constant attention. However, our response has always been to stay proactive, not reactive. We’ve strengthened our logistics and inventory planning, built closer relationships with our suppliers and optimized our operations to remain flexible. Being a premium brand means our clients expect stability, even in unstable times – and we take that responsibility seriously. Our in-house service infrastructure also gives us a significant advantage; we maintain control over the client experience, even when external factors are tough. We don’t just weather crises – we adapt, and we continue to deliver the level of quality our consumers expect.
- How difficult is it to be a successful businesswoman in Croatia today and how much, in your opinion, has the position of women changed in the business world?
First of all, thank you very much for the lovely compliment – it truly means a lot to be recognized as a successful businesswoman, especially in today’s fast moving and challenging environment. From my experience as a Brand Activation Manager and as part of the management team at Miele Croatia, I would say that being a successful businesswoman today is a rewarding but demanding journey. Croatia has definitely made progress – there’s much more awareness about the importance of diversity in leadership and opportunities for women. However, success still often requires an extra layer of persistence. Women often juggle high professional demands with traditional expectations in their personal lives, and we sometimes have to work even harder to earn the same recognition. In my view, the position of women in the Croatian business world is slowly changing – today we are more visible, more vocal, and more supported. But to truly level the playing field, we need deeper systematic changes, more inclusive policies, and a shift in mindset across all levels of society.
- What guides you when making decisions, besides of course business philosophy and the interests of the company you work for? Do you have any special principles that guide you?
Of course, when making decisions, my first priority is always aligned with our business philosophy and the best interest of the company. However, on a personal level, I do follow a few core principles that guide me in every situation. Integrity is the foundation for me – doing what’s right, even when it’s not the easiest path. I believe that long-term success is built on trust, and every decision we make either strengthens or weakens that trust with colleagues, customers, and partners. Another important principle I follow is empathy. Understanding people’s motivations, challenges, and expectations helps me make decisions and activate the brand in a way that feel relevant and authentic. At the end of the day, our work is only meaningful if it resonates with our consumers. Lastly, I believe strongly in consistency. For me, it’s important that decisions reflect a clear set of values and a vision for the future. Even when things are moving fast, staying consistent in what you stand for gives people confidence and creates a strong, reliable brand – and it ensures that we deliver on our brand promise over time.