Local distributor of UK appliance brand aims for 2-digit sales growth

MANILA, Philippines - The local distributor of British kitchen appliance brand Russell Hobbs aims to achieve a double-digit growth in sales over a three-year period.

“We are looking at a double-digit growth in sales (for Russell Hobbs products) safely, conservatively across a three-year period,” Tocoms Philippines president Clarence Cu told reporters during the kitchen appliance brand’s launch yesterday.

The outlook is based on the rising number of Tocoms’ target market for Russell Hobbs products, the young working individuals who are moving out of their family homes or starting their own families.

Russell Hobbs products has been available in local stores since March.

Spectrum Brands Singapore Pte. Ltd. commercial director for Asia Patrick Leow said in the same event the company sees growth potential in the Philippines given its huge population.

“Key to us is we introduce to the market. We don’t really talk about how many we can do, but of course with 100 million people here, that is a big market for us to grab. I think we will just grow as much as possible. We are very positive,” he said.

Sally Sidani, divisional vice president for international marketing appliances of Spectrum Brands (UK) Ltd., said the firm decided to launch the Russell Hobbs brand in the Philippines citing that their products fit the Filipino lifestyle.

“We believe the time is right to launch into the Asian market, the Philippines being a very important market for us. We’ve got some truly innovative stylish products that we believe are right for the Philippine market,” she said.

She point out that the brand caters to all segments of the market, as it offers good, better and best product lines with different price points.

“We cover all price points. For every type of consumer, we have a product for them, whatever price point they are looking for, whatever lifestyle they are looking for, we have a product for their needs,” she said.

Founded in Great Britain in 1952, Russell Hobbs offers a wide portfolio of products ranging from breakfast tools such as kettles, toasters and coffee makers; food preparation products such as blenders and mixers; as well as cooking products.

Aside from the Philippines, the brand is available in countries in Europe, as well as in Japan, Korea, Taiwan, India and Singapore.

Amid optimism in the Philippine market, Leow said Spectrum Brands also intends to introduce its personal care products brand Remington here in the second half of the year.