Boy did I luck out going to THIS event, at Caplan's Appliances in Toronto. Not that you would have to twist my arm otherwise, but the marketing team behind the launch of North America's first independently-owned Miele showroom, felt it appropriate to give away a coveted S7 Hepa Vacuum to all who attended. CAN YOU BELIEVE IT? You should have seen me greedily dragging that box through the office. The second people saw the Miele brand, their eyeballs turned green, "You know that's one of the best vacuum cleaners you can buy. We bought one eight years ago and we still have it." It was a common story.
But before you go thinking it's a bit overkill, you should know that Miele is one of the most successful companies in Germany. A staunch family-owned business since the 1920s, the Mieles (Carl Miele being the founder) and the Zinkanns (Reinhard Zinkanns the first, Carl's partner and protege) built the Miele brand one superior appliance at a time, securing a large part of the luxury appliances market worldwide. So what? They can afford to give away a few vacuum cleaners, that's what. And I for one really appreciate such largess from a private company. It's classy.
It would seem I'm not the only one however, because among the fellow press and soberly-clad design crowd, were some familiar faces; Peter Fallico of Home to Stay and Home to Flip, and David Rocco, the easy-on-the-eyes host of Food Network Canada's Dolce Vita. Peter Fallico, in fact, had a busy day I hear, as my colleague Vanessa spotted him at a Fashion Week event at Holt Renfrew that same evening - nobody could resist Miele's glamour.
What should you glean from this event? Despite it's higher end price point, Miele is such a popular brand with both aesthetes and quality/utility sticklers that even in these 'hard times', an independent store like Caplan's Appliances invested in an exclusive Miele showroom. It is after all the first of its kind in Canada -- it's not owned by Miele, but by Caplan's Appliance (already known for superior service and selection in Southern Ontario). For details and to see what all the fuss is about, check out the gallery below.
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Do you own any Miele? What do you think of the brand?
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