The German manufacturer of premium home appliances celebrates 1 year since the opening of its store Miele Point Dorobanti. The store, located at 20-28 Calea Dorobanti, in Bucharest, sells all the categories of products available in Romania, from accessories and consumables to espresso machines, washing machines, dishwashers, ironing systems, vacuum cleaners, ovens and hobs, refrigerators and built-in electrical appliances.
Besides this store, the company also holds other two own stores in Romania, namely the Miele Showroom in the Press Square and Miele Point in Constanta, as well as five exclusive franchise stores opened in Sibiu, Targu Mures, Deva, Brasov and Cluj-Napoca. Their own products are also marketed in certain stores carefully selected in the Flanco and Altex networks, in the store networks specialized in the sale of the luxury furniture, on eMAG, as well as in their own online store. The Miele own and exclusive stores generate 60% of the sales.
“This store is part of the Miele’s expansion strategy at national level. It’s the second store in Bucharest and it follows the Miele Point concept. Miele Point means a smaller space, we have here 100 sqm, where we’re still trying to arrange the whole Miele product range. This store has been in line with our expectations and its turnover in the first year was of approximately EUR 400,000. We hope to have a yearly increase of at least 15%. We will continue in this direction by extending this kind of stores maybe in other cities, too” stated Loredana Butnaru, Miele Romania Manager, at a press conference. “Romanian customers already know the Miele brand, and they trust our premium products, which are made to last more than 20 years” Loredana Butnaru added.
Chef Adi Hadean also attended the press conference, declaring himself to be a “heavy user” of the Miele equipment in his workshop. He made a small culinary demonstration, using one of the ovens made by the German producer.
This year, for 2 weeks, since November 15 to 30, Miele will join the Black Friday campaign. We are talking about products in the basic range that cover most of the categories: washing machine, dryer, vacuum cleaners, ovens, hobs, ironing station.
For the next year, Miele intends to continue to expand nationwide, Iasi being one of the cities on its list. The foreseen turnover for 2018 is RON 35 million. The number of employees will increase from 19 this year, to 22-25 in the next year.