Miele announces the appointment of Bogdan Bayer as Country Manager for Romania, Bulgaria and Serbia. Bayer joined Miele earlier this year and, in his role, he oversees the strategic and operational development of the company’s business across the three markets, working with local teams and partners to support sustainable growth, strengthen the customer experience and further consolidate Miele’s positioning in the premium domestic appliance segment.

“Joining Miele was a very deliberate choice. I was attracted by a highly respected premium brand, the opportunity to work with teams across three culturally distinct markets and, above all, the company’s values. The moment I encountered ‘Immer Besser’ – the commitment to always do better – I recognized a mindset that strongly resonates with me. Since 1899, Miele has built its success on quality and sound principles rather than short-term trends, and that long-term perspective is especially compelling,” said Bogdan Bayer, Country Manager for Romania, Bulgaria and Serbia.

Bayer brings nearly two decades of experience in commercial and marketing functions, including senior local, regional and global leadership roles. Before joining Miele, he served as Chief Commercial Officer for a publicly listed company operating in the wine industry, with a leading position in Central and Eastern Europe and an international presence. Earlier in his career, he held senior marketing and sales positions within the brewing and fast-moving consumer goods industries. His international experience spans Romania, France, the Netherlands, Sierra Leone and the Democratic Republic of Congo, as well as responsibilities covering several markets across Central and Eastern Europe. His professional background 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.

For 2026 and 2027, Bayer’s priorities will include continuously improving the experience offered to customers and partners, investing in the people behind the brand, developing training programs, reinforcing service capabilities, advancing digitalization and building strategic partnerships. The objective is to ensure that the same standards of quality and care are visible at every point of contact with Miele.

“In the premium segment, exceptional products are only the starting point. Customers must be able to trust the brand before, during and long after the purchase. Every interaction – whether in a showroom, online, in retail or through service – should reflect the same level of care and the same high standards. Our ambition is for Miele to become more than a premium domestic appliance brand: it should be the brand people choose and recommend naturally and without reservation,” Bayer added.

According to Bogdan Bayer, customers in the premium segment are becoming increasingly attentive to genuine, long-term value. They are looking for appliances that combine efficiency and durability with timeless design, intuitive connected functions and technologies that integrate easily into everyday life.