Miele’s Affordable Luxury Appliance Suite
By Alan Wolf, YSN
BrandSource, already the dominant appliance force in independent retail, is about to get even bigger.
In a new drive to build the group’s luxury appliance portfolio, the BrandSource Merchandising Team welcomes a new premium vendor partner to the family: Miele.
For those unfamiliar, Miele is family-owned luxury kitchen, laundry and floor care company that was founded 121 years ago in Germany. Today, its “timelessly elegant” product lines are sold in 50 countries including the U.S., and the vendor’s founding principle of Immer Besser— forever better — has resulted in a brand renowned for its quality, innovation and value.
In the U.S., Princeton, N.J.-based Miele USA supports the brand with 10 company-owned “Experience Centers” across the country, and partners with independent dealers, including BrandSource’s own Yale and Freidmans Appliance, with in-store “Innovation Centers.”
Now, beginning with its first Convention as an exhibitor, Miele formally becomes a BrandSource vendor.
“Miele is proud to be the first luxury appliance brand to partner with BrandSource and exhibit at this year’s Virtual Convention,” said Keith Van Arsdale, Vice President of Sales for Miele USA. “We are looking forward to the networking and new business opportunities that BrandSource offers.”
Among the new lines being shown at the 2020 Virtual Convention is Miele’s Affordable Luxury Appliance Suite. Providing greater convenience, more elegance and better value for money, the collection provides shoppers with a luxury kitchen starting at an unprecedented $10,000 retail. For consumers interested in a kitchen that centers around the range, for a price point of under $13,000 Miele offers a package that includes a 30-inch professional duel fuel range, a 30-inch professional wall hood, a 30-inch freestanding bottom-mount refrigerator, and fully integrated stainless-steel dishwasher.
Other expo highlights include the new G7000 Dishwasher Series, which Miele describes as the world’s first dishwasher that automatically dispenses the correct amount of detergent based on the selected program and degree of soiling, for more effective and efficient cleaning.
Miele is also showing its newly redesigned MasterCool Refrigeration line, featuring improved usability and cooling technology for enhanced freshness and food preservation.
Added Arsdale, “As a first-year exhibitor, we are excited to present the Miele brand including our historic past that has paved the way for the creation of some our most innovative and consumer-oriented home appliances.”
For all things Convention related, visit the 2020 Convention section of YSN.
BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, mattress, furniture and CE dealers.
