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.
Miele's product category spans from
entry level to mid-range and high end.
“Our products belong to the project class, upper middle class and high end 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.
Miele Quality
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 Technology
Miele stands for excellent results combined with the lowest
possible energy consumption.
Miele Convenience
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 Design
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 Service
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 0 809 286 8252
Facebook:
Miele Nigeria
Website:
www.aplusng.com;
www.miele.com
About Miele
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