Miele Opens First Experience Center in Riyadh, Marking Strategic Expansion into the Middle East

Miele, the global leader in premium domestic appliances, proudly unveils its first Miele Experience Center (MEC) in the heart of Riyadh, marking a significant milestone in the brand’s global expansion strategy. This landmark opening not only reinforces Miele’s commitment to the Middle East but also celebrates the enduring partnership with the Awad Badi Nahas Group, a collaboration rooted in shared values of innovation, excellence, and timeless quality. The occasion was further elevated by the presence of Dr. Reinhard Zinkann, Co-Proprietor and Executive Director of the Miele Group, who visited Saudi Arabia for the first time in over a decade underscoring the Kingdom’s growing strategic importance within Miele’s global vision.
This state-of-the-art Experience Center introduces Saudi consumers to an immersive concept that blends German engineering with elevated lifestyle. Designed as a curated journey into innovation and sustainable luxury, the Riyadh MEC sets a new standard for experiential retail in the region.
Featuring an extensive range of Miele’s most advanced appliances, the center showcases MasterCool refrigeration systems, Generation 7000 cooking products, precision laundry solutions, and Miele’s full floorcare lineup, all complemented by connected technologies through Miele@home. The space is carefully designed to emulate sophisticated living environments, allowing guests to experience each product within fully integrated kitchen, laundry, and lifestyle settings.
As part of its unique approach, the Riyadh MEC will host exclusive culinary masterclasses, private tastings, and thought leadership events focused on sustainable living. Visitors will engage in hands-on demonstrations led by trained experts and enjoy tailored consultations aimed at delivering a seamless, high-touch customer journey from product exploration to installation and aftercare. The experiences and events will revolve around Miele’s full range of product categories, offering guests immersive opportunities such as coffee tastings, floor care and laundry care activations, and culinary masterclasses with renowned Saudi chefs, designed to bring each product’s innovation and performance to life.
“We are honored to open the first Miele Experience Center in Riyadh, an important milestone in our ongoing partnership with Awad Badi Nahas,” said Dr. Reinhard Zinkann, Co-Proprietor and Executive Director of Miele Group. “As a fourth-generation family business, Miele is built on long-term relationships, shared values, and a commitment to excellence that transcends borders. We see strong alignment between our philosophy and the ambitions of Vision 2030, particularly in the Kingdom’s focus on innovation, sustainability, and cultural preservation.”
Sheikh Awad Badi Nahas, Chairman and Founder of Awad Badi Nahas Group, added: “The launch of the Miele Experience Center in Riyadh is a proud milestone in our partnership with Miele, showcasing world-class German technology combined with exceptional craftsmanship. This project reflects our shared commitment to supporting Riyadh’s pivotal role in Saudi Arabia’s Vision 2030 by driving innovation, economic growth, and outstanding customer experiences.
More than a showroom, the Miele Experience Center is a dynamic platform for brand engagement, innovation showcases, and collaborative design. It also serves as a regional hub supporting Miele’s expansion in the Gulf and reinforces the brand’s dedication to quality, sustainability, and customer-centric innovation. With every detail designed to reflect Miele’s heritage of excellence, the center embodies the brand’s enduring promise: Once a Miele, Always a Miele.
Miele currently operates over 50 Experience Centers and showrooms globally, designed to offer hands-on access to its leading appliances through tailored demonstrations, expert support, and exclusive events.
To discover more about Miele, visit our Experience Center located on Al Takhassousi Street, Al Mathar Ash Shamali, Riyadh, and follow us on Instagram @miele_partner_ksa.