German Miele posts the biggest annual sales increase in Romania last year

Miele, the German family-run company and leading manufacturer of premium household appliances worldwide, recorded a significant sales growth of 64 percent on the Romanian market in 2015 compared to 2014.

More exactly, Miele had in 2015 a turnover of RON 15.6 million, compared to RON 9.5 million in 2014, the most popular being vacuum cleaners washing machines and dryers.

“This is the biggest annual increase in sales of Miele in Romania,” Loredana Butnaru (photo), Sales Manager Miele Romania, said on Wednesday in a press conference, and continued: “Which led us to so good financial results was due to the entire home appliance market which grew last year by about 15 percent”.

However, Miele market in Romania is still much lower, reaching to EUR 4 million, while that in Germany is close to EUR 1 billion.

The bestselling products of the German premium brand on the domestic market were vacuum cleaners, washing and drying machines. The cheapest Miele product is a vacuum which costs RON 650, and the most expensive is an oven of 90 cm with a price of RON 32,000.

“The appliances market in Romania is maturing; the customers are more selective, more attentive to product features, design and durability, thus more willing to invest in quality appliances. In particular, Miele customers are educated people with above average incomes, traveling and who had the first contact with the brand abroad and inform before making a purchase,” Butnaru added.

About 10 percent of company sales came from online, 5 percent were from eMag Marketplace, where it sells mostly small items or detergents, bleaches, softeners. Other partnerships include Altex and Flanco.

For 2016, the company estimates an increase of minimum 10 percent of the turnover and will open at least one showroom. “Bucharest covers about 25 percent of sales, followed by Brasov,” , Sales Manager Miele Romania noted.

Miele ended 2015 with a network of 30 partners and 70 selling stores in Romania, has opened two new stores in Sibiu and Targu Mures, taking the total to four, and moved its showroom in Bucharest from Otopeni to Piata Presei.