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Saturday, December 19, 2009

Signature fittings for more homes

SignatureKitchen cabinets may be finding their way into more homes, including of first-time house buyers and young executives, when the manufacturer, Signature International Bhd, launches its kitchen system brand, called Kubiq.

If previously, Signature's kitchen fittings were more likely to be found in upmarket condominiums and residences, the availability of a more affordable range could open up a broader market for the manufacturer.

Customers will not have to travel far to visit a Kubiq showroom either as Signature plans to open up to 100 outlets nationwide through franchising.

Sharing the company's latest plans with Business Times, managing director Tan Kee Choong said that Kubiq features a new concept in the furniture industry here by involving customers in the design of kitchen fittings for their homes.
"It is like a no-frills kitchen cabinet system because customers only pay for what they want. Customers pick and choose the products from the showroom and decide how much to spend," he said, when met after the company's annual general meeting in Petaling Jaya, Selangor, on Thursday.

Through its business model, Signature can control inventory and pass on the savings arising from economies of scale in the form of competitive product pricing, Tan said.

"This is part of our long-term plans to nurture the first-generation Signature customers. Kubiq enables customers to get SignatureKitchen cabinet systems at entry level and when they upgrade their lifestyle, they can purchase the systems that are more trendy and offer greater choice."

Tan said that Signature had a soft launch of Kubiq early this month and that seven out of 10 invited customers had already placed their orders.

The customers, mostly young executives aged between 25 and 35, ordered Kubiq fittings priced as low as RM2,000 an item.

Tan also said that the company will identify suitable franchisees for Kubiq in the first quarter of next year, expressing optimism that the 100 outlets may be realised as early as in two years.

For now, the group's major revenue contributor will continue to be the kitchen fittings that it undertakes for residential projects.

By Business Times (by Hamisah Hamid)

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