Miele Kitchens to be re-branded as Warendorf
The kitchen furniture company formally owned by Miele is changing its name to Warendorf, after the town where its factory is located.
The re-branding of the kitchen company will be underlined by the launch of the Starck by Warendorf kitchen, designed by Philippe Starck, which will make its UK industry-wide debut at kbb Birmingham in March 2010.
The owner of the Miele die Kuche operation, AFG Arbonia-Forster-Holding AG has announced that the brand name 'Warendorf' is to replace 'Miele die Kuche', when the rights to this brand expire at the end of August 2010.
Jim Gettings, Managing director of AFG Kitchens UK Ltd said: "We are thrilled with the new name. Warendorf is of course the location of our factory in Germany, which has a famous 35-year history of producing pioneering, premium kitchen furniture by people who are passionate about design, quality and service.
"Warendorf is absolutely the most perfect name for our business going forward and will see us through the next 35 years and beyond."
The company's new identity will be underlined with the launch of the much-anticipated kitchen range designed by Philippe Starck - Starck by Warendorf.
Designed very much with grand room living in mind, the kitchen has many features that help to blur the distinction between kitchen and living spaces. These include: the use of mirrored glass on door fronts, Parisian baroque detailing, highly polished trumpet feet for tables and islands, tall highly flexible, rotating towers which can be used to store anything from books to built-in appliances.
Starck by Warendorf will be available to retailers from November 2009. It will be officially launched by AFG Kitchens UK in January 2010 and make its industry-wide debut at kbb Birmingham in March next year.
"To launch the new name with a concept by Philippe Starck really does set the scene for what is to come from Warendorf," said Gettings. "Our core, standard product continues to set new industry benchmarks in design and quality of manufacture and is subject to continuous investment. We have many exciting plans and look forward to working with our loyal dealers to make Warendorf an aspirational and much desired household name."
The roll out of Warendorf as the new brand will be complete by 1 September 2010.
