Miele Experience Center in Solna

APPLiAnytt has visited the Miele Experience Center in Solna and spoken with Miele Sweden's CEO Niklas Mair and Miele's Store Manager Mariela Lopez about the company's stores, products and plans for the future.

When Miele opened its showroom in Solna in 2007, it was under the name Miele Gallery, and there were then 15 of them globally – since the first ones opened in Milan and Paris just after the turn of the millennium. At that time, there was also a showroom in Gothenburg, which no longer exists, and they only sold accessories and consumables in their two Swedish showrooms.

Five years ago, Miele opened a second showroom in Stockholm (at Kungsgatan 5) and shortly thereafter, they also began offering sales of all their products in their showrooms, which are now called Miele Experience Centers – last fall, #100 opened in Edinburgh, Scotland. Most Miele Experience Centers are located in Europe, but they can also be found in America, Australia, Asia and Africa – and the size varies greatly, for example, the area in Hong Kong is 68 square meters while the area in Solna is 800 square meters.

Niklas Mair explains that three years ago, the Miele Experience Center in Solna underwent a major upgrade, and that the product range is continuously updated as new products are launched. And the idea is that it should be much more than just an exhibition of the company's products – it should provide visitors, both consumers and Miele dealers, with both inspiration and experiences. And for those who want advice and help, there are of course always knowledgeable experts on hand.

The fully equipped kitchen is used partly for the Miele Academy – the training of Miele dealers – and partly for various customer events, and the chef who holds the courses and also provides video advice from the kitchen is called Fredrik Lindh – he is also the one who goes to the homes of consumers who choose to invest in a unique Miele Dialog oven.

Digital consulting

Mariela Lopez explains that during the pandemic, Miele has started digital consultations, which have been very well received. Many customers appreciate not having to travel long distances to visit a Miele Experience Center and receive on-site advice, and can get tips, advice and inspiration from the comfort of their own home. The consultations are conducted via laptop, tablet or phone, and the software used is FaceTime or WhatsApp.

”"There is a great demand for advice, both here on site and digitally. We are completely booked and in the future, even after the pandemic, we will not only continue with digital advice but also expand that activity.", says Mariela Lopez.

Sustainability

Protecting people and the environment and conducting business responsibly, also for future generations. That is sustainability for Miele. More precisely: Energy efficiency and resource efficiency for products and during manufacturing, as well as responsibility for employees and society.

”One example of how we work with sustainability is that our new ovens use 'green steel' with a 70 percent lower carbon footprint than traditional steel. We are also proud that virtually all of our new dishwashers are A-rated according to the new certification standard,’ says Niklas Mair.

Miele in Solna

Miele AB employs around 120 people around Sweden, including sales and technical service. Approximately 80 people work at Miele's head office at Industrivägen 20 in Solna, where the Miele Experience Center and Miele Unboxed Outlet are also located - at the Outlet you can buy exhibition products, products damaged in transit, etc., without original packaging.

History

Two families, one company: Miele was founded 123 years ago by the technician Carl Miele and the merchant Reinhard Zinkann, and the company is still owned by their successors today. With eleven employees, four benches and a drilling machine, Miele and Zinkann introduced their first centrifuges and butter machines to the market in 1899 in Herzebrock.

Miele has the same motto today as when the company was founded in 1899: Immer Besser, which in Swedish means always better, or better and better.

”It’s my name on the products, and of course I want them to be the best,” he said. Markus Miele in connection with the opening of Miele's showroom in Solna 15 years ago.

Ola Larsson

APPLiAnytt