Miele as a brand has been in existence for more than 100 years but in June 2013 decided to open its first showroom in West Africa.
A Plus Appliances Limited was set up to solely service and distribute Miele Domestic and Professional appliances to all West African countries starting from Nigeria.
The Managing Director, Miele Nigeria, Mustapha Olorunnimbe, said the products are being received with open arms, as about eight of ten prospective customers end up buying the products.
“Our products belong to the upper and middle class of the society and knowing that, we have brought the right products that would give them the value they deserve. If we don’t bring these products to them, they will travel abroad to buy them,” he said.
Mustapha Olorunnimbe spent ten years working for Miele in Great Britain. The Nigerian is now the brand’s official importer.
I believe in Nigeria’s future and I am convinced that Miele will establish itself as a sought-after brand in West Africa. ” For Mustapha Olorunnimbe there are good reasons as to why Miele should establish itself as a premium manufacturer of domestic and commercial appliances in West Africa. When, after ten years of successful employment for Miele in Great Britain, the Nigerian decided to return to his country of birth with his family, he had the idea of establishing the first Miele import business in West Africa. He succeeded! Olorunnimbe, now managing Director the company A(+) plus Appliances limited and Miele importer, officially opened a Miele Gallery in the most populous city in Nigeria, in Lagos.
Athmane Lakhlifi, Head of Export Sales, Miele, a German based manufacturer of high-end domestic appliances, commercial equipment and fitted kitchens, based in Gütersloh, Germany, said that the company has taken its time to study the Nigerian market and concluded that Nigeria is the most suitable nation to invest in and open its mega outlet, the first of the firm’s outlet in West Africa.
“We find customers that can afford our appliances everywhere in the World, and we also find them in Nigeria. However, it is not all about being able to afford the products, but handling the customers as well,” he said, adding that the firm took time out, about a year, to study the Nigerian market, the culture and the people and is convinced that they can handle the seeming challenges and work with the citizens.
There are many good reasons for choosing Miele.
Here are just six of them.
Here are just six of them.
We are the only manufacturer in our branch of industry to test products such as our washing machines, tumble dryers, dishwashers and ovens to the equivalent of 20 years of use.
Miele stands for excellent results combined with the lowest possible energy consumption.
Whether conventional rotary switch, discreet sensor controls or a high-resolution touch display like the one on your smartphone: operating a Miele is both easy and fun.
Miele believes in clean lines and timeless elegance. Nowhere else will you find such a comparable range of built-in kitchen appliances, with consistency in Design lines and colour options
Miele customers enjoy preferential treatment: thanks to our fast and efficient after-sales service operation which has been voted best in its branch of industry many times over.
The Miele Brand
In many countries, Miele is the most desired brand in its field. In its German home market, Miele was even voted 'best brand ever' in 2013 across all product branches
Miele Nigeria- A Plus Appliances Limited
33 Sanusi Fafunwa Street, Victoria Island, Lagos
Phone: +234 1 460 4002
Mobile: +234 0 81 3760 3115
Facebook: Miele Nigeria
Available in five continents, Miele is the only truly global premium brand of domestic appliances and commercial machines in the field of laundry care, cooking products, dishwashing and disinfection.
A continuous stream of innovations is the foundation of Miele’s business success. Enduring success is only possible when consistent efforts are made to remain ‘forever better’.
The founders of Miele, Carl Miele and Reinhard Zinkann, realised that in 1899. In terms of quality, Miele appliances were considerably better than those of the competition; otherwise they would not have been able to compete successfully on such a fiercely competitive market.
Miele’s credo of being ‘forever better’ has remained to this day company policy