Miele has explained its absence from the EuroCucina event in Milan this year as it prepares for a substantial investment at the IFA exhibition to be held at Messe Berlin in September.
In an interview Appliance Retailer conducted with Miele co-proprietor Reinhard Zinkann, two months prior to the Milan fair the decision was made to prioritise the IFA exhibition in September over the EuroCucina exhibition in June due to potential risks from Covid as well as the unusual timing of the show.
“IFA is our major fair, but we also know the design community meets in Milan,” Zinkann said.
“It doesn’t make sense if the major segments of the design community are unable to attend or do not attend. So we decided the risk was too high and we decided to withdraw – even though some of our competitors will be there – but we will be there next time of course.”
Apart from Miele – a number of exhibitors at the EuroCucina in 2018 did not attend the 2022 fair including Sub-Zero, Fisher & Paykel, Hoover, Indesit, Whirlpool, KitchenAid and Liebherr. BSH brand Gaggenau attended in its own right in 2018 but this year held its event in a villa in the Milan CBD rather than on the floor of the Eurocuina exhibition. New attendee – LG Electronics – disguised itself with an exhibition stand branded ‘Signature’ with no mention of the Korean manufacturer.
Zinkann explained that another reason for the decision not to attend EuroCucina in 2022 was the timing of the Salone del Mobile fair which was moved to June from its normal month of early April – which will be reinstated from 2023 as well as the next EuroCucina in 2024.
“The Milan fair is three months prior to IFA and this will be the first time that IFA will be held in three years. I cannot reveal what will be unveiled – but I can promise the Australian retailers that come to IFA will see something new from Miele in several categories,” Zinkann said.
IFA Berlin will be held at Messe Berlin from 2 to 7 September.