Increasing the number of branded and partner stores and tripling turnover by 2030 are the main goals of Miele Hellas for the coming years, as the company “sees” strong growth prospects in the Greek market as well as in the Balkan countries. . The development of tourism also plays a decisive role, since Miele also has a significant market share in the professional channel, which accounts for 12% of its turnover, and has even entered into partnerships with leading “players” in the tourism market, such as TEMES, which is Costa Navarino.

The importance that the German company attaches to the Greek market is also confirmed by the fact that the new Miele facilities in Athens (offices and an experience center where consumers can see and try electrical appliances) were opened in the presence of two partners. the owners of Miele, Dr. Markus Miele and Dr. Reinhard Zinkan, descendants of the founders.

In particular, as Miele Hellas CEO Athanasios Kyriazis said at a press conference, the goal is to open 5-10 private stores in Attica and Northern Greece over the next five years, and possibly increase its presence in cooperation with retailers either through exclusively Miele-branded stores (mono-brands) or through Miele Points in retailers’ stores. The latter requires, in the opinion of the company’s management, the promotion and presence of the brand based on the specifications set by Miele, which, however, did not hesitate to end cooperation with the largest retailer in the household electrical category in the summer of 2021. devices, that is, the Kotsovolos network. The goal is to open two new stores every year, and in 2023 it is possible that the next store will be in the southern suburbs of Athens. It is noted that today Miele has two private stores in Greece, one in Athens and one in Thessaloniki, as well as 21 stores in 14 Greek cities.

In 2022, Miele Hellas achieved the best results in 20 years. Turnover was 32.7 million euros compared to 31.4 million euros in 2021, up 4.3%, but this increase was mainly due to higher prices, as sales remained at the same level as and in 2021. Earnings before interest and taxes reached 6.4 euros. m, which is 344% more than in 2021. 2022 started with 22% growth and Mr. Kyriazis expects strong double-digit growth for the full year.

The long-term goal is for Miele Hellas to reach a turnover of 100 million euros by 2030 and increase market share in all five markets in which it operates (Greece, Cyprus, Albania, Kosovo and North Macedonia). Achieving the goal is based, as noted by the general manager of the company, firstly, on the extremely dynamic market fields in Greece and, secondly, on the strong growth prospects shown by the markets of Albania, Kosovo and North Macedonia.