POSTED: 19 May 2022

Miele Experience Centre to open at Touchwood

German manufacturer, Miele, renowned for its range of premium and sustainable home appliances, is to open a dedicated Miele retail store within Touchwood, Solihull on 25 May 2022.


With a ‘Spin the Drum’ Competition Offering a Chance to Win Major Prizes


German manufacturer, Miele, renowned for its range of premium and sustainable home appliances, is to open a dedicated Miele retail store within Touchwood, Solihull on 25 May 2022.  This will be the fifth Miele Experience Centre in the UK after London, Oxfordshire, Edinburgh and Kent.  The purpose of the Miele Experience Centre is to bring Miele’s high-end products to life, with its expert sales consultants on hand to provide customers with the opportunity to fully explore Miele’s most popular appliances live and experience the latest state-of-the-art home technology. Exciting activities on the opening weekend, 25 - 29 May, will give visitors the chance to take part in a ‘Spin the Drum’ competition, offering the chance to win appliance prizes worth up to £1,999 each day.

John Pickering, managing director for Miele GB says, “We are thrilled to be opening a Miele store within Touchwood.  Miele’s mission is to create quality products that improve our customers’ lives, that are designed, built and tested to last – many for up to 20 years.  Our own Miele Experience Centres epitomise the superior quality of the Miele brand and provide the opportunity for our customers to feel, touch and see the value of our appliances.  We are looking forward to welcoming customers from across the West Midlands and helping them make informed decisions about buying new sustainable appliances and ensuring they get the absolute most out of them.”

Tony Elvin, General Manager at Touchwood Solihull said: “We are delighted to welcome Miele to Touchwood. Buying home appliances can be a minefield and having this dedicated Miele Experience Centre offers our guests the chance to get expert knowledge and experience quality, premium products for themselves.”

Whether a customer is looking for a replacement washing machine, or a full suite of appliances for their dream kitchen, the new Miele Experience Centre will be a destination of discovery where ranges of sustainable appliances are on display across laundry, cooking, dishwashers and floorcare.  Highly trained and knowledgeable sales consultants are on hand to give demonstrations and help customers understand why Miele products are different and to help them choose the right products for them. They will cover everything from key product features and benefits through to quality of design and manufacturing processes. With future plans to host specialist workshops that help customers understand how Miele’s innovative technology can enhance their lives, or how to get the very best out of their current appliances to make their lives easier.

The new Miele store at Touchwood will be managed by Andrew Colley who will be supported by a team of passionate sales consultants.  The new store creates six new jobs and is centrally located in the Plaza within Touchwood.

The opening festivities from 25-29 May will see cookery demonstrations from Miele’s lead home economist, Cesar Fernandez, and an exclusive in store ‘Spin the Drum’ competition. Visitors will be able to ‘Spin the Drum’ for the chance to win one of Miele’s incredible prizes including a washing machine, dishwasher, tumble dryer and cordless vacuum cleaner along with £25 or £50 vouchers.

The new Miele Experience Centre can be found at Touchwood Shopping Centre, Solihull (B91 3GJ) and is open Monday – Saturday 9.30am – 6pm, late night shopping on Thursday until 8pm and 11am – 5pm on Sundays. Doors open at 9.30am on Wednesday 25 May 2022.

For more information about Miele visit