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German manufacturer Miele has opened a major store in Solihull's Touchwood shopping centre

German manufacturer Miele has opened a major store in Solihull's Touchwood shopping centre. Known for its premium and sustainable home appliances, Miele has picked the town for its latest 'experience centre.'

The experience centre will be a dedicated retail unit in Touchwood, but will also provide customers the chance to try out its products. Expert sales staff will also be on hand to provide customers with the opportunity to fully explore Miele appliances live.

Miele is known for its washing machines, dishwashers and cordless vacuums. The company describes its products as "high end."


The new store creates six new jobs and is centrally located in the plaza within Touchwood. It joins other big names such as John Lewis and Lakeland.


The store will be the fifth Miele Experience Centre in the UK after London, Oxfordshire, Edinburgh and Kent. And with the store opening on May 25, they have a number of exciting activities for their upcoming opening weekend.


Visitors will be given a chance to take part in a ‘Spin the Drum’ competition, offering the chance to win appliance prizes worth up to £1,999 each day. They will also get to fully explore Miele’s most popular appliances live and experience the latest state-of-the-art home technology.


There will also be cookery demonstrations from Miele’s lead home economist, Cesar Fernandez. Miele have said the store will give their West Midlands customers an idea of the value and sustainability Miele products provide.


Tony Elvin, general manager at Touchwood Solihull said: “We are delighted to welcome Miele to Touchwood. Buying home appliances can be a minefield and having this dedicated Miele Experience Centre offers our guests the chance to get expert knowledge and experience quality, premium products for themselves.”


John Pickering, managing director for Miele GB said: “We are thrilled to be opening a Miele store within Touchwood. Miele’s mission is to create quality products that improve our customers’ lives, that are designed, built and tested to last – many for up to 20 years."



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