Myrex Takes the Thai Market by Storm with Four International Brands of Cookware

Myrex Takes the Thai Market by Storm

with Four International Brands of Cookware

 

Myrex (Thailand) Ltd, an exclusive cookware distributor under the Meyer Group has set the target of more than 20% growth rate for 2016 operation with four brands of world class standard cookware catering to the needs of Thai consumers in nearly every segment.

 

Mr. Joseph K.C.LO, General Manager of Myrex (Thailand) Ltd, revealed that the Meyer Group is one of the world’s largest cookware producers and distributors with more than 100 cookware lines from its manufacturing base in Italy, China and Thailand. Being considered the biggest manufacturing base in the Meyer Group, Thailand’s facilities are specialized in nonstick aluminum, hard anodized and stainless steel cookware, distributed in more than 30 countries such as the US, UK, Canada, Australia, Japan, the Middle East, etc.

 

“The company is committed to offer consumers in Thailand cookware that is produced with the latest technology as well as top-quality features and benefits. Four brands are selected as major products to generate sales through department stores and hyper markets, targeting from A to C+ level consumers. Anolon is well-known as high quality products with its use of latest technology and the beautiful design that answer the need for multifunction cookware of professionals, with excellent nonstick materials. Circulon is a world-renowned brand of gourmet nonstick cookware with Hi-Low Wave Innovation to meet the demand of modern consumers. Meyer is a quality cookware at affordable price and value for money. All products cover all target market in terms of the pricing and the consumers’ lifestyle. Prestige offers a complete range of stainless steel cookware covering cookware, high pressure cooker, cutlery, tool and gadgets. We divided our products into three categories which are quality, better quality and best quality products to response to the needs of our customers and guarantee their satisfaction.”

 

The Meyer Group’s manufacturing base in Thailand was established in 1992 with functional area of more than 230,000 sq.m. The facility includes a range of factories such as an aluminum pressure factory, a molding factory and a packaging factory, with a daily capacity of 150,000 pots and pans. The 11-storey storage building has functional area of more than 90,000 sq.m. It houses both raw materials and finished products ready for exports. With a total investment budget of 6,000 million baht, the manufacturing base in Thailand is operated and controlled by the latest technologies under world class operation system.

 

Located in Laem Chabang Industrial Estate, the manufacturing base is strictly under CMA (Cookware Manufacturers Association of the US) and European regulations. Some products achieve certificates from NSF (Non Profit Organization for Public Health and Safety in the US) which guarantee its safety production standard.

 

Mr. Joseph said that the cookware market in Thailand is facing a stiff competition, especially in pricing. Cheaper cookware with less quality from China has penetrated the market. Moreover, Thai consumers are still favor stainless steel and aluminum cookware while the company’s strength lies in nonstick aluminum cookware. However, the cookware and tools market grows by 5-10% annually and the company has a market share of 10%, according to Mr. Joseph Myrex (Thailand) Ltd has set its target to grow by more than 20% this year.

 

The Meyer Gourmet Showroom at Teo Hong Building, Bangna-Trad Rd. Km. 4.5 is now open for consumers to discover the new cooking experiences and choose cookware and tools that are suitable for their needs with the help of knowledgeable staff. There are kitchens to try new cooking menu or arrange cooking classes and workshops. The company has also opened its showroom in Chiang Mai to support the distribution of its products in the Northern Region and expand its market to neighboring countries such as Myanmar, Laos, Vietnam and Cambodia.

 

Modern lifestyle and healthy trend in Bangkok and major cities has increased the demand for nonstick cookware which uses less cooking oil. Advertising and public relations activities which reach all target groups as well as the product benefits developed to suit consumer’s demand will also help to raise awareness and confidence among its customers and this will in turn increase sales.

 

Mr. Joseph added that with the coming of the AEC (ASEAN Economic Community), Myrex is aiming to expand its market to the ASEAN consumers. The company also have to work harder in developing its products to serve the needs of consumers now that more competitors will emerge in the market.