Generation 5000 - Miele

cept was fi rst realised in Gothenberg and
comprised an open design, active kitchen,
rooms available for use to train agents and
dealers, and the Miele Academy. One particular
highlight is the “Rent a Chef” programme
which offers company-external
groups the opportunity of renting the active
kitchen. The first cookery events
have already taken place in the Gothenberg
Miele Gallery and response has been
overwhelmingly positive.
The Gothenberg showroom is easy to
reach as it is ideally located directly on
the E6, one of the most important traffi c
arteries along Sweden’s west coast that
stretches all the way from Trelleborg to
north-Norwegian Kirkenes. Eye-catching
advertisements on the E6 are designed to
draw even more attention to the Miele
Gallery.
A
successful concept has more than
just one mainstay. Miele Sweden,
founded in 1970, knew from the
very start that specialised dealers were
important sales partners. This knowledge
has been successfully handed down
thanks to decades of experience, though
specialised trade does not have a uniform
structure.
Mainstay number 1
for Miele: Specialised dealer
partnerships
The Belab/Elman company, a large private
trading organisation with a current
total of seven locations and over 50 employees,
is an example of a modern specialised
dealer partner. Five shops are
located in Stockholm and the surround-
More than just
a display of
products: The
elegant environment
contributes
to the overall
experience.
Melker Andersson,
one of Sweden’s
foremost chefs,
teased taste
buds during the
opening.
ing area, and Köping and Västerås are
home to one shop each, with headquarters
in the latter. Together with Miele,
Elman/Belab is currently running the
shop-in-shop concept in three of its fi ve
stores in the greater Stockholm area. The
newest in Rotebro opened a year ago and
a forth is in the planning stage. Managing
Director Johan Axelsson sees the shop-inshop
concept as a win-win situation: “In
the shop, the presentation alone ensures
Miele The Magazine // 27
SWEDEN