Miele opens doors to new London experience centre

German appliance manufacturer Miele has opened its latest experience centre in London’s Mayfair, increasing the brand’s number of UK experience centres to seven.

Located opposite The Ritz Hotel, Miele says the opening of the new site marks a significant milestone for the company, as it looks to continue its growth plans across the UK.

The new experience centre features interactive displays that will reportedly allow customers to witness Miele’s products and technology first-hand, including its range of ovens, coffee machines, vacuum cleaners, and more.

Miele also plans for the new experience centre to serve as a “versatile events space”, which can be used for collaborations with complementary brands. The space can also be used to host cooking classes, product launches and exclusive events.

In addition, Miele’s experience centres are designed to be a resource to help Miele’s retail partners sell products. The company says retailers can arrange appointments for their clients to visit the centre, where Miele’s sales consultants can help them understand the products, and select which ones are best suited for their needs.

Gary Tiernan has been appointed to manage the new Mayfair experience centre, having previously worked with luxury furniture brands such as Harrods, Linley and Richard Brendon. According to Miele, Tiernan plans to “provide unparalleled customer service and an exceptional shopping experience”.

John Pickering, managing director of Miele GB said: “We are incredibly excited to open our newest Miele Experience Centre in Mayfair, a location synonymous with quality, luxury and excellence.

“This opening is a testament to our commitment to bringing the Miele experience closer to our customers. As we celebrate our 125th anniversary, we are proud to continue our tradition of innovation and excellence, setting the standard for quality, and we look forward to welcoming visitors to experience the Miele difference.”

The newly-opened experience centre in Mayfair joins Miele’s six other experience centres in the UK, which are located in Abingdon, Brent Cross, Oxford Circus, Edinburgh, Bluewater, and Solihull.

In other recent news, Miele warned in February that it may have to cut or relocate nearly 12% of its total workforce as it looks to reduce costs amid the current economic crisis.

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