Miele opens ‘experience centre’ at Touchwood
Domestic appliance brand Miele has opened a new store at the Touchwood shopping centre in Solihull.
The German company said the 2,000 square foot shop will be an “experience centre” that showcases its most popular appliances.
John Pickering, managing director for Miele GB, explained: “Our own Miele experience centres epitomise the superior quality of the Miele brand and provide the opportunity for our customers to feel, touch and see the value of our appliances. We are looking forward to welcoming customers from across the West Midlands and helping them make informed decisions about buying new sustainable appliances and ensuring they get the absolute most out of them.”
Miele’s arrival is in line Touchwood owner Ardent’s strategy to diversify the centre’s retail offering and attract more premium brands. Notable additions this year have included luxury watch brand Tag Heuer and electric car manufacturer Polestar, which have joined existing retailers such as John Lewis, Zara, Next and River Island.
Having acquired the centre in 2021, Ardent has since seen its occupancy improve to 95%.
Andrew Hilston, managing director at Ardent, said: “Miele is renowned for the quality of its products, and as such is an ideal addition to Touchwood’s roster of leading retailers. As the centre expands and diversifies its offer, and Solihull gears up for its major role in the hosting of the Commonwealth Games, 2022 is a hugely exciting year for Touchwood and the wider community.”
Simon Phipps , asset manager at Sovereign Centros, said: “The strategy has always been to provide customers with the widest retail offer possible, and as such Miele’s arrival is the perfect match for Touchwood. We look forward to welcoming even more brands to Touchwood in the coming months.”
