Miele has announced it will focus on increasing its share if the Romanian home appliances retail market about one year after inaugurating its first plant in Romania, which produces electronic parts that are subsequently assembled in Germany.
“In Europe we have over 13% of the home appliances market and I
am sure we will reach an over 10% share of the Romanian market in
five years’ time. Customers we are counting on in the future are
well-educated people, who see the acquisition of a home appliance
as an investment,” said Stavros Politis, Export Manager of Miele
for South-Eastern Europe.
Romania is the German producer’s second-largest market in the
region, although the local subsidiary posted a mere 2 million euros
in sales last year, on a market estimated at 400-500 million
euros.
Premium home appliances are still a niche of the retail market,
with older players on this market posting less than 15 million-euro
turnovers. Franke for instance, the biggest player on the premium
kitchen home appliances market, reported an 11 million-euro
turnover in 2009.