Published on May 6th, 2021 | by The GC Team0
Miele withdraws from IFA Berlin and Küchenmeile
Miele has withdrawn from this year’s IFA and Küchenmeile shows as a result of the continued restrictions imposed by Covid-19.
The German-based appliance manufacturer said the IFA trade show in Berlin is by far the most important exhibition for it, and an indispensable meeting place for an exchange of views with valued dealers, consumers and representatives of the press from around the world.
Likewise, although with more of a focus on the German specialist kitchen trade, the same applies to the ‘Küchenmeile A 30’ at Gut Böckel in Rödinghausen, the company said, adding that the decision to withdraw from both of this year’s shows was taken with a “heavy heart”.
“We didn’t take this decision lightly”, said Frank Jüttner, Managing Director of Miele Germany, who is also responsible for the DACH region (Germany/Austria/Switzerland).
“From the current perspective, it is expected that far-reaching restrictions will, quite rightly, apply to both events again this year in order to prevent the spread of the disease. This includes the registration of individual guests, caps on the number of visitors, the design and layout of the exhibition booth, social distancing rules and, not least, hospitality.
“Taken together, all this will make the type of personal interaction at the show which customers are accustomed to from Miele virtually impossible.”
Jüttner added that, compared with previous years, this year’s event in Berlin is likely to attract only few international visitors, particularly from countries outside Europe.
In order to familiarise trade partners with new products and features due out this autumn, the company will again, as in the previous year, rely on virtual live presentations around the dates of the IFA and Küchenmeile exhibitions.
“Miele will naturally be back in 2022, both in Berlin and Rödinghausen – pandemic permitting,” Jüttner asserted.