OREANDA-NEWS. August 12, 2014. MERLION, Russia's largest full-range distributor, and Deima, a leading Turkish household appliance manufacturer, today reported about a start of cooperation.

They have signed an agreement under which since July 2014, MERLION becomes an exclusive distributor of Sinbo’s small appliances (www.sinbo-russia.ru) in Russia. Earlier, in 2010, the Sinbo brand was represented in the Russian market by Deima RUS. From now on, MERLION will distribute and promote products of this well-known manufacturer in the Russian market.

Deima’s headquarters (www.sinbo.com.tr) are located in Istanbul (Turkey). Its global turnover is approaching one billion dollars. The company directly controls its four factories in China and Europe and four large logistics center in America, Europe, the Far and Middle East. The company is among the top three manufacturers of home appliances in Turkey and holds a leading position among suppliers in 60 countries presenting the brand (Italy, Germany, Belgium, France, UAE, Iran, Syria, China, Indonesia, Singapore, Mexico, Brazil, Columbia, USA, Canada, etc.). Its products are certified to European standards and have a unified package for global sales. In Russia, the end-user service support is provided by 100 authorized centers located in all regions.

The Sinbo brand combines such global brand advantages as high quality, unique design and reasonable prices. Due to this, Sinbo is quickly gaining a leading position in the GFK rankings in all new markets. "By leveraging Sinbo’s experience and strength with MERLION’s potential, we hope to win the hearts of Russian small household appliances consumers", emphasize employees in Deima’s headquarters.

Sinbo’s appliances for kitchen, home, health and beauty were already added to MERLION’s product portfolio. The distributor’s warehouse received the first batch of goods with over 200 items.

"Signing of a partnership agreement with DEIMA is an important step forward in the implementation of household appliance distribution strategy", says Armen Dzhamgaryan, MERLION’s Director for Distribution of Household Appliances Division. "Sinbo offers high quality and reasonable competitive prices. Their products are already well known to Russian consumers, and we are sure these products will enjoy an increasing demand of our partners. Our ambitious goal for the next year is to double Sinbo’s sales in Russia. To do this, we will provide full support to our partners, including financial, logistics and marketing services, as well as initiate incentives for end customers in the largest nation-wide retail chains."

In conclusion, it is worth noting that MERLION has been developing its household appliances distribution line since 2009. April 2012 witnessed a merge with Axima, one of the largest distributors of household appliances and electronic equipment at that time. Currently this commodity group accounts for over 20% in MERLION’s turnover. According to MERLION’s analytic service, the company is among the top three household appliances distributors in Russia and the CIS.