German premium appliance manufacturer Miele is strengthening its retail footprint in France with the opening of a new Miele Experience Center at Parly 2 shopping centre in Yvelines. Scheduled to open at the end of April 2025, this marks the brand's fifth showroom in France, following existing locations in Paris, Nice, and Toulouse.
The new 100m² space is situated within one of France's most visited shopping centres, which attracts 12 million visitors annually. The location has been chosen strategically to deepen the brand's connection with its high-end consumer base. Building on the success of its Cap 3000 showroom in Nice, Miele aims to replicate the immersive retail model that allows customers to interact with products before purchase.
The Parly 2 Experience Center will showcase Miele's full product range, including solutions for cooking, laundry, dishwashing, refrigeration, and floor care, alongside accessories and consumables. 'The in-store experience is essential when it comes to purchasing a high-end product,' noted Laurent Teychenne, manager of the new showroom.
Designed as both a retail and professional hub, the space will also serve architects, kitchen designers, and authorised retailers. These industry partners will be able to introduce clients to Miele's full product offering while benefiting from the expertise of the brand's in-house team.
This new opening highlights Miele's ongoing commitment to omnichannel growth and premium customer engagement, reinforcing its reputation for quality, innovation, and experiential shopping in the French market.
Source: www.univers-habitat.eu