New AFG Kitchenline of Star Designer Philippe Starck Arbon (Switzerland), September 23, 2009 – The AFG Arbonia-Forster Holding AG together with the Warendorfer Küchen GmbH presented the succeeding label for Miele DIE KÜCHE with the newly named “Warendorf“ and likewise the newly created kitchen furniture design by star designer Philippe Starck last Friday, September 18, 2009, in Bielefeld, Germany. The premium kitchen design “STARCK BY WARENDORF” will be presented at the Swissbau from 12-16 January, 2010 in Basel, Switzerland. Miele KITCHENS also sets new standards with a major order in Istanbul, Turkey, where it will furnish the highly prestigious Mashattan Towers with a total of more than 1,000 premium kitchens. The new brand name “Warendorf” will replace “Miele KITCHENS” when the rights to the previous brand name expire at the end of August 2010. The company management hopes that this new brand name will cement the company’s reputation for creativity and innovation even more strongly than before. This can already be seen in the kitchen design created by Philippe Starck, which was introduced under the brand “STARCK BY WARENDORF” in Bielefeld. With its many innovative features it has been specifically designed to create buying incentives: Yellow mirrored glass as a new front material and attractive trumpet feet for the new functional tables. Above all this new kitchen concept represents a massive departure from the traditional, made-to-measure, built-in kitchens of the past. Moreover its variably combinable elements permit its adaptation to any size or style of room. This creative kitchen design will be available to german retailers from November 2009. The new brand name “WARENDORF” replaces “Miele KITCHENS” from 1 September 2010. The existing Warendorfer Küchen GmbH product range will continue to be marketed under the Miele KITCHENS name until then. A preliminary presentation of the Philippe Starck design organised by Warendorfer Küchen GmbH for the retail advisory committee prior to the brand name change was greeted positively: “Sales-led design that will appeal to a broad range of customers.” The basic message of the event in Bielefeld was clear: A new force is emerging from Warendorf and is also called “Warendorf”.
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Pictures of the AFG Kitchens Contact AFG Arbonia-Forster-Holding AG
Dr. Edgar Oehler
Chairman of the Board of Directors and CEO
Amriswilerstrasse 50
CH-9320 Arbon
T +41 71 447 45 50
F +41 71 447 45 89
edgar.oehler@afg.ch AFG Arbonia-Forster-Holding AG
Hansgeorg Derks
Director of the Kitchens and Refrigeration Division
Riedmühlestrasse 16
CH-8305 Dietlikon
T +41 44 835 54 00
F +41 44 833 07 41
hansgeorg.derks@afg.ch
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