Miele is set to open an Experience Centre within the exciting new district of St James Quarter in Edinburgh on 24 June. This will be the third Miele Experience Centre in the UK after London and Abingdon, and its 100th worldwide.
The purpose of the Experience Centre is to bring Miele products to life and to provide customers with the opportunity to fully interact with live appliances and experience new technology. Whether a customer is looking for a replacement washing machine or researching a full suite of appliances for their new dream kitchen, knowledgeable sales consultants and home economists can help guide them on the products that are right for them.
The Miele Experience Centre will be an important resource for kitchen design studios in Scotland and the North of England who currently have limited access to the Miele brand with no dedicated physical hub North of Oxfordshire. Research has shown that the new centre will attract customers within a two-hour drive of Edinburgh.
John Pickering, managing director for Miele GB says, “We know that a new Miele appliance is a considered purchase and customers are far more likely to buy when they feel properly informed and educated on features, benefits and longevity. A new referral system will be in place to support our kitchen retail partners to provide their customers with experiential pre-purchase advice and support.”
The new Edinburgh Miele Experience Centre will be a destination of discovery, where a range of appliances will be on display including laundry, cooking, floorcare with some commercial products. Carefully curated ‘Discovery Classes’ will also help potential customers to see and feel why Miele products are different. The classes will cover everything from key product features and benefits, quality of design and manufacture through to cooking and recipe demonstrations. In the coming months, a range of Masterclasses will be introduced to help existing Miele customers get the most from their appliances.
The new Experience Centre will be managed by Ewan Laing, formerly from Le Creuset and he will be supported by a team of sales consultants and home economists. The new store creates eight new jobs and is centrally located in St James Quarter, which is set to be a vibrant new shopping and food destination attracting 20 million visitors per year. The opening to the public on 24 June will have a carnival atmosphere with street food prepared by award-wining private chef, Mark Heirs and there will be opportunities to win 100 Miele prizes in celebration of Miele’s 100th Experience Centre worldwide.
For more information please contact your Miele Business Development Manager or email Edinburgh.store@miele.co.uk
For more information about Miele visit miele.co.uk or contact your Miele Business Development Manager.
