German appliance maker Miele opens first dedicated store in the Midlands


Appliance manufacturer Miele has opened its first retail outlet in the Midlands as part of a drive to offer a dedicated experience for UK customers. The new Miele experience centre is located in the Touchwood shopping centre in Solihull.

The new Solihull outlet is the fifth Miele experience centre in the UK after London, Oxfordshire, Edinburgh and Kent. The purpose of the store is to bring the German company’s high-end products to life, with expert sales consultants on hand to provide customers with the opportunity to fully explore Miele’s appliances live and experience the latest state-of-the-art home technology.

John Pickering, managing director for Miele GB, said: “We are thrilled to be opening a Miele store within Touchwood. Miele’s mission is to create quality products that improve our customers’ lives, that are designed, built and tested to last – many for up to 20 years.

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“Our own Miele experience centres epitomise the superior quality of the Miele brand and provide the opportunity for our customers to feel, touch and see the value of our appliances. We are looking forward to welcoming customers from across the West Midlands and helping them make informed decisions about buying new sustainable appliances and ensuring they get the absolute most out of them.”

Miele’s arrival in Solihull has been welcomed by Touchwood general manager Tony Elvin, who said: “We are delighted to welcome Miele to Touchwood. Buying home appliances can be a minefield and having this dedicated Miele experience centre offers our guests the chance to get expert knowledge and experience quality, premium products for themselves.”

The new store offers everything from a replacement washing machine to a full suite of appliances for a dream kitchen and includes ‘smart’ Miele dishwashers and washing machines that only use as much detergent as they need. A Miele spokesman said it will be a “destination of discovery” where ranges of appliances are on display across laundry, cooking, dishwashers and floorcare.

Trained sales consultants are on hand to give demonstrations and help customers understand more about Miele products and to help them choose the right products for them. There are also plans to host specialist workshops that help customers understand how Miele’s technology can enhance their lives, or how to get the very best out of their current appliances to make their lives easier.

The new store opened on May 25 and five days of opening festivities saw cookery demonstrations from Miele’s lead home economist, Cesar Fernandez, and an in store ‘Spin the Drum’ competition where visitors had the chance to win one of a number of Miele prizes, including a washing machine, dishwasher, tumble dryer and cordless vacuum cleaner – along with £25 or £50 vouchers.





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