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Rawsons confirms Miele Partner Centre to open in October

Adelaide-based electrical retailer Rawsons Appliances has confirmed it will open a Miele Partner Centre – only the second experience of its kind in the world

The dedicated 300 square metre Miele Partner Centre will be located at the existing Rawsons Appliances store in Plympton, 10 minutes south of Adelaide and is scheduled to be completed by mid-October.

“The Plympton store opened in 1982 and took up a relationship with Miele in about 1986 as a service agent for its washing machines, pre-dating the local Miele subsidiary. This was effectively a toe in the water with the brand. Following this there was a decision to place some washing machines in the reception area and from that we became an appliance retailer,” Rawsons Appliances director Jon Pysing told Appliance Retailer.

“From that initial line of enquiry and support, I guess we have come full circle now, starting off servicing Miele and now coming together to create the Miele Partner Centre.”

Pysing refers to the Miele Specialist Centre in Sydney which is a joint venture with Bing Lee as the only other retail partnership that resembles the Rawsons Plympton concept.

“The Bing Lee Miele Specialist at Drummoyne in Sydney was the first of its kind in the world, and as it stands, we are the second. Miele is a unique premium brand that sits comfortably as a singular brand focus as they have shown with the Bing Lee partnership in Sydney.

“Plympton will mirror a Miele Experience Centre that already exists in Adelaide, but it will be developed as a Miele Partner Centre concept showing the full suite of Miele’s domestic products and we will also represent Miele consumables which is a big part of what we do.”

The Miele Partner Centre will feature Rawsons staff in Miele attire and will also incorporate a fully functioning dining room and interactive cooking class space.

“We have gone further to create a studio apartment into this space as well, showcasing some new home and residential products you would not normally see in a Miele Experience Centre. This will be is a hybrid retail and commercial space designed to not only host retail clients but also provide a showcase for new home builders and property developers. Being a seven-day business, we also have greater scope to use the space a lot more frequently. Dedicated multimedia stations showcasing interactive cooktops and ovens within the Centre which will provide consumers with the opportunity to interact with the appliances.

Pysing has confirmed that while the Plympton execution was initially postponed with the emergence of Covid-19, plans have recently progressed and he has now started moved competing appliance brands from Plympton, and these will now be housed at the Unley store. “Unley will become an experience centre in its own right with Smeg, Gaggenau and Neff brands from BSH as well as Andi-Co and PKRS brands on display – which are other key partnerships within our business.”

The Miele Partner Centre will be 300 square metres or roughly one-third of the Plympton site, alongside the existing 300 square metre Weber showroom, as well as a further 300 square metres for the Gessi and Abey showroom featuring PRKS products including sinks and tapware.

“The Plympton location is highly suited to large industry influencer functions both indoors and outdoors, which Rawsons hosts often, showcasing our brand collaborations including South Australia’s only Weber Store, and Gessi exclusive bathroom ranges as well as partnerships with Cosentino Spain, manufacturers of Dekton, Silestone and Sense stone products and Adelaide’s largest range of Real Flame gas and electric fires.”

Pysing said Rawsons had intentionally set out to diversify its business away from just kitchen appliances some years back. That decision has stood them in good stead during some difficult trading conditions including the current Covid environment.

“This latest move only strengthens our standing as the inspirational destination for the discerning build or renovation project.”

Yves Dalcourt, the managing sirector of Miele ANZ commented, “Our relationship with the Rawsons business extends over 35 years and so we are really excited to introduce a new Miele Partner Centre together. Partnerships are defined by mutual respect and collaboration and we are proud to work with Rawsons to deliver an exceptional brand experience”.

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