Miele cancels its participation in IFA 2021 and Küchenmeile

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Ongoing anticipated restrictions due to COVID-19 has prompted Miele to cancel its participation at IFA in Berlin and Küchenmeile in Rödinghausen.

Frank Jüttner, managing director of Miele Germany (pictured), said that IFA trade show in Berlin is by far the most important exhibition and an indispensable meeting place for an exchange of views with valued dealers, consumers and representatives of the press from around the world. Küchenmeile, meanwhile, is focused on the German specialist kitchen trade.

Mr Jüttner said Miele took the decision to withdraw from both of this year’s shows with a heavy heart.

“We didn’t take this decision lightly,” said Mr Jüttner. “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.”

He continued: “Taken together, all this will make the type of personal interaction at the show which customers are accustomed to from Miele virtually impossible, for ourselves and our sales subsidiaries – IFA plays a key role as a worldwide family gathering.”

Mr Jüttner said 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 personally familiarise trade partners with new products and features due out this autumn, Miele will once again, as in the previous year, rely on virtual live presentations around the dates of the IFA and Küchenmeile exhibitions,” he said.

“Miele will naturally be back in 2022, both in Berlin and Rödinghausen, pandemic permitting.”

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