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Market leading European brand consolidates Middle East presence as number of contract wins grows; over 21,500 appliances supplied to luxury UAE developments with a value of AED85 million
Miele, the leading white goods and kitchen appliance manufacturer continues to gain ground in a competitive market environment as it consolidates its regional position with a growing portfolio of high profile contract wins.
The company has supplied over 21,500 appliances to some of the UAE's most in-demand residential developments including the world's tallest building, Burj Khalifa, and the luxury island villa community of Palm Jumeirah.
“These and numerous other prominent contract wins have helped to establish Miele as the high-end home appliance brand of choice for luxury developers, and discerning landlords and home-owners across the Emirates. It underscores our mantra that real value is built on innovation, quality, style and sustainability rather than price alone,” said Ralf Weisenstein, Project Sales Manager for Miele, Dubai.
A recent report by GFK Retail & Technology highlighted an 11% growth in the UAE small and medium durable appliances, taking the total value to AED1.5 billion.
“The consumer durable market is incredibly buoyant in the UAE showing extremely positive year-on-year growth. Through a range of contract wins Miele has supplied some of the UAE's most recognised residential developments and in turn accumulated sales totalling AED84 million for these projects alone” added Weisenstein.
Miele supplied around 7,000 appliances to the Burj Khalifa residences, including ovens, hobs, cooker hoods, dishwashers, plate warmers, washing machines and dryers; adding its own unique stamp of luxury hallmark to the 900 apartments, which sell for upwards of AED 6 million for a two-bedroom unit.
Dubai's Jumeirah Golf Estates development, which is home to a collection of three to five-bedroom Mediterranean styled villas overlooking the four world-class golf courses and priced up to an impressive AED31 million, chose Miele to provide 5,000 appliances ranging from state-of-the-art coffee machines and steamers to refrigerators.
Situated facing the vibrant Dubai Creek, the 80-storey D1 Tower and ultra-opulent Palazzo Versace resort development are central to the city's emerging Culture Village arts and heritage hub, have also partnered with Miele, which has provided some 2,000 kitchen and laundry appliances.
“Reflecting the lifestyle requirements of home-owners residing in some of the world's most desirable community developments, Miele appliances are not only at the cutting edge of technological advancement but are aesthetically pleasing and designed to add further value to any private residence. Our next generation range of ovens and hobs, dishwashers, microwaves and other essential household items were selected for the Palm Jumeirah villas and were also sourced by the developer behind the prestigious Saadiyat Island apartments and residences,” said Weisenstein.
Miele supplied a total of 6,000 appliances to the Palm Jumeirah and Saadiyat Island residences, and has also expanded its Abu Dhabi client list winning the contract to provide the UAE capital's tallest residential tower with various items.
The 72-storey Landmark, Abu Dhabi received 1,500 kitchen and household appliances for its collection of three and four-bedroom apartments, all of which enjoy a prime location on the city's popular Corniche promenade.
“The Miele stamp of quality has been a guarantee of excellence for more than 100 years, and from our German roots and reputation for innovation, to our rapidly expanding presence in important international markets such as the Middle East, we consistently deliver on our promise to introduce the latest cooking appliances, cooling and laundry solutions to a growing global audience,” said Weisenstein.
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