Miele, a leading premium kitchen appliance manufacturer based in Germany, has signed up Saudi-based Awad Bahi Nahas for the distribution of its luxury domestic appliance range in the Kingdom.

With the major domestic appliance market in the Middle East registering double-digit growth in 2011, according to a report from international research company GfK, Miele has identified Saudi Arabia as a key growth market.

“The joint venture is a strong foothold in Saudi for the brand, and Miele’s reputation for quality and expert craftsmanship means that we are perfectly placed to fill a gap in this mega market with our innovative, high quality collection of luxury domestic appliances,” remarked Gaby Koudsi, the managing director for Miele in the GCC.

“A rapidly expanding population, with increased spending power, and the rising numbers of young couples looking for first homes independent of existing family units, make this a unique – and timely - opportunity for Miele to enter the Kingdom,” the official noted.

Awad Bahi Nahas said as per the deal, the company will be the agent for Miele across the country from Jeddah to Riyadh.

With a 30-year reputation for high-end product distribution and after-sales service record, Nahas employs more than 100 personnel spread across modern showrooms and service centres located throughout Saudi.

“Working together with our local partner, we have already created an exclusive range of cooking appliances, cooling and laundry machines designed specifically for our Saudi clients, that meet exacting technical requirements,” said Koudsi.-TradeArabia News Service