Miele, the number one company in the production of premium appliances worldwide, finished 2017 with an increase of over RON 6 million turnover. All the investments in the new store in Constanta and in the first Miele Shop from Bucharest Shop, along with the technological premieres brought on the Romanian market, led to total sales of RON 30.3 million, up by 23% compare to 2016.
“Last year’s growth was based on both the expansion across the country and the trust that customers have in the quality of Miele products. A customer who first purchases a vacuum cleaner, for example, will also come back for a washing machine or for a steam oven,” says Loredana Butnaru, General Manager of Miele Romania. “In 2018, we will continue to get closer to our customers, so we are going to open a new showroom, but also, we are going to expand our product portfolio with new Miele equipment – vacuum cleaners and robot vacuum cleaners, and a new range of hoods. Thus, we aim to increase our turnover to RON 35 million. ”
The number of products purchased by Romanian customers increased compared to 2016, on the first place there are the vacuum cleaners (6,500 pieces in 2017, + 8,3% compared to 2016), washing machines and dryers (3,200 pieces in 2017, 60% compared to 2016) and dishwashers (600 pieces in 2017). Among the most acquired equipment in 2017, are steam ovens and espresso machines, along with Miele’s own branded coffee, launched last year.
The most expensive product sold by Miele Romania in 2017 was MasterCool fridge freezer, worth about RON 35,000. The equipment allows to refrigerate the food separately, via micro-climate drawers, with independent humidity control. Customers were also interested in the wide range of premium accessories offered by Miele. Accessories, maintenance and consumable products represented 5% of the total sales in 2017.
The most important investments in 2017 were the opening of Miele Point in Constanta and the first Shop in Shop Miele in Auchan, Afi Center. Thus, the number of employees reached 18.