ADVANTAGE Resources Sdn Bhd, the local distributor of Germany-based Miele & Cie’s high-end kitchen appliances, plans to open two more Miele outlets in the next two years.
The company opened the first Miele concept showroom in Bangsar, Kuala Lumpur, early this month.
Managing director Andy Goh told StarBiz Advantage Resources planned to set up the new outlets in Johor and Penang.
He described the introduction of Miele products and the store expansion as timely, as consumers had become more affluent and were seeking the best for their lifestyles.
The company has targeted the products at “affluent users who appreciate high-quality products”. They include yuppies, ex-overseas graduates and people who have had bad experiences with other brands.
“Our research shows that consumers don’t like to change their home appliances many times,” Goh said.
He said Miele, a 105-year old family-owned appliance company, was known worldwide for its extraordinary dishwashers, laundry systems, vacuum cleaners and functional cooking products such as built-in coffee makers and steam ovens.
According to Goh, Miele is a brand known for quality, sophistication and longer lifespan.
Goh said Advantage Resources was seeking a 5% market share for the products.
The company, which also distributes Fujioh and Fujihome products, plans to advertise in the print media.
He said the Miele showroom in Bangsar was designed like an upmarket condominium. Apart from featuring the ambience of a modern and sophisticated kitchen, the showroom also functions as an “active kitchen”.
“We will provide a hands-on experience to customers apart from conducting group promotional activities like cooking workshops.”
Advantage Resources is believed to be the first to introduce the Yellow Box, the first fully air-conditioned kitchen appliance mobile showroom in South-East Asia.
Goh said the company was also the first kitchen appliances marketer in Malaysia to introduce toll-free call line, SMS service line and within 24 hours after-sales service.
Miele & Cie sales and marketing director Dr Reto Bazzi said Miele started operations in Singapore in 2002 and currently enjoyed a double-digit annual growth there.
He expected the Malaysian sales performance to be at par with its Singapore counterpart. Brand awareness would be built through advertising and most importantly, through wood-of-mouth.
“We don’t expect high volume of sales. We want to get as many happy consumers as possible,” he said.
From The Star Online