Singer brings ‘Sisil World’ to Sri Lankan people
Singer (Sri Lanka) which brought to the Sri Lankan people Singer Plus
and Singer Mega now brings for their benefit a new retail channel named
‘Sisil World’.
|
Marketing Director
Asitha Abeysekara |
Singer Plus and Singer Mega - electrical and electronic goods’ stores
which offer multiple brands, each to a different market category - have
become household names in Sri Lanka since they were launched. Singer
(Sri Lanka) saw potential for another multi-brand retail channel to
serve the market and thus launched ‘Sisil World’.
Singer acquired from Associated Electricals in 2001. Last December,
Singer also acquired several retail outlets as well as the Philips and
Kenwood brands from Hayleys. Consequently Singer saw market opportunity
for a new chain of multi-brand retail stores that would be
differentiated from Singer Plus.
Singer (Sri Lanka) Chairman Hemaka Amarasuriya said ‘At Singer, we
never stop dreaming and seizing opportunities.
Our dreams for the Sri Lankan people are big and when we saw
opportunity for a new retail channel we decided to offer the market
Sisil World. We plan to move Sisil World rapidly into the No. 2 slot in
the appliance market behind Singer Plus with the same culture of
customer care.’
A new brand name was necessitated since the ‘Sisil’ brand represented
a renowned product range in Sri Lanka while the new retail chain would
include the Sisil brand as well as other world marques. Thus was coined
the brand ‘Sisil World which means Sisil and much more.
The Sisil product range which began with refrigerators now includes
deep freezers, air conditioners, bottle coolers, water dispensers, home
appliances and fans.
The Sisil brand will open its doors to South India in May with the
first batch of export shipments. |
