Miele cancels its plans for IFA Berlin and Küchenmeile
The German appliance manufacturer will also not participate in the Küchenmeile show at Gut Böckel in Rödinghausen, which is aimed towards German kitchen retailers.
It said it is with “great regret” that it had to cancel its participation in both trade fairs this year, adding that IFA in Berlin “is by far the most important trade fair and an indispensable meeting point for an exchange with retail partners, end customers and media representatives from all over the world”.
Frank Jüttner, Head of Miele Germany and who is responsible for the Germany, Austria and Switzerland (DACH) sales regions (pictured above), commented: “We didn’t make this decision easy for ourselves. From today’s perspective, however, it is to be expected that both trade fairs will – correctly – be associated with far-reaching restrictions this year to protect against infection.
“This applies, for example, to the recording and allocation of guests, the design of the exhibition stand, the enforcement of distance rules and, last but not least, to the hospitality.
“All this together makes the personal exchange at the exhibition stand, as our Miele customers are used to, practically impossible.”
Mr Jüttner added that while IFA allows for a global industry get-together for sales companies and their trading partners, he believes this year there will only be a few international visitors to Berlin, especially from countries outside Europe.
Similar to last year, Miele said it will rely on virtual live presentations instead of its physical presence at IFA and the kitchen mile show, in order to make retail partners personally familiar with its important Autumn innovations.
Mr Jüttner concluded: “Miele will be there again in 2022, in Berlin and Rödinghausen – provided the pandemic doesn’t throw a spanner in the works.”