Afternoon Highlight (03/01/13/02/700) 'Leverage on Holland to break into EU marts'

'Leverage on Holland to break into EU marts'


KUALA LUMPUR: Malaysian tableware and kitchenware manufacturers have been urged to leverage on Holland to break into the larger EU markets.

Holland is one of the largest EU importers of tableware, kitchenware and other household articles worth over ?405 million (RM1.64 billion) in 2011, Malaysia External Trade Development Corp (Matrade) said.

The opportunities are available for Malaysian exporters of tableware and kitchenware, in particular products which are made of natural materials.

"Lettuce and fruit bowls made from bamboo and wood for example, are gaining popularity in Europe.

"In order to successfully penetrate into the market, Malaysian exporters are advised to be accustomed to the current demand, design and technology," Matrade said.

"Manufacturers or exporters aiming to target this market should be able to introduce varieties in their products' style, and change their products' collection regularly in terms of design and applications."

In Holland, the design is generally based on Scandinavian style, which is very straight forward but modern.

The Dutch consumers are price-conscious and Malaysian manufacturers should take advantage of this due to lower cost of production compared to other EU manufacturers, Matrade said.

Currently, imports of tableware and kitchenware from Hungary, Romania and Turkey have recorded steady increases as European manu-facturers outsource their production of technically more complicated products to these countries where wages are still relatively low compared to Western Europe.

In general, retailers are gaining importance as a direct trade channel. However, it is the wholesalers who import products for re-export to other parts of Europe.

Eatery industry such as restaurants, hotels and bars generally buy opportunities are available for Malaysian exporters their tableware and kitchenware at specialist wholesalers.

Among the major retailers in Holland is Blokker Holding, which is the largest retailer targeting the low-end market, and Kijkshop. Gepea, meanwhile, is a buying group of independent retailers. Other wholesalers included Edelman BV, Vogels, Forsto Nederland, Crorym and Bender Delft.

Another major wholesaler which also re-exports to other European markets is Koopman International.


Source: Business Times
Date : 3 January 2013
Afternoon Highlight (03/01/13/02/700)