Royal Selangor International Sdn. Bhd.

Topics: Brand, Retailing, Brand management Pages: 8 (2703 words) Published: January 26, 2011
Royal Selangor, a Malaysian pewter manufacturer and retailer that started almost 130 years ago, is the largest of its type in the world. It is known as the Icon of Malaysia. Royal Selangor is a classic example of a brand that combines the Asian heritage with global aspirations for growth. By leveraging on historic and contemporary designs, it has maintained a certain aura around the brand. It has remained relevant to the times and launched new designs that appeal to the younger crowd and the brand has been elevating a non-luxury product beyond just a commodity. Royal Selangor is still, a family controlled organization and has managed to build a strong international brand with a balanced combination of innovative designs and high quality products. Having established a good reputation internationally, Royal Selangor has often been cited as a role model for aspiring Malaysian brands venturing overseas. It is simply, “Malaysia's gift to the world”.

Corporate Background
In 1992, the company changed its name from Selangor Pewter to Royal Selangor to reflect its royal endorsement from His Royal Highness The Sultan of Selangor that time, Almarhum Sultan Salahuddin Abdul Aziz Shah, and to reflect its diverse product range, which has extended beyond pewter. It has diversified into other precious metals, but never forsook the bread and butter of pewter. In 1993, Royal Selangor acquired Comyns, one of the oldest silver smiths in the world along with its treasure of over 35,000 drawings. In 1999, Royal Selangor has diversified into the production of items in other materials such as wood, gypsum, bonded porcelain and precious metals, including silver and gold, through its newly created, wholly-owned subsidiaries Selberan Co. Sdn. Bhd., Comyns and Selcraft Sdn. Bhd., which manufactures crystal, 18K gold and silver jewellery. Selberan Co. Sdn. Bhd. has two factories, also based in Setapak, which operate under a separate manufacturing licence. The Royal Selangor’s ultimate holding company is Kai Holdings Sdn Bhd, with paid-up capital of RM1.92 million, which in turn wholly owns Royal Selangor, Royal Selangor Marketing Sdn Bhd, Selberan Co. and a couple of other dormant companies. The directors of Kai Holdings are all equal shareholders and are incidentally founder's grandson- Datuk Yong Poh Kon’s siblings.

(Source: Steven K C Poh, Business Times (Companies/Markets) Sep 14, 1999) In 2000, the spirit of innovation of Royal Selangor extends beyond products. Catering to the increasingly sophisticated tastes of its customers, Royal Selangor brings a fresh and contemporary look to its outlets, starting with its flagship store at Suria KLCC. The store offers a chic and comfortable setting where customers can take their time to explore and rediscover pewter at its best, alongside with international names like Hugo Boss, Chanel, Louis Vuitton, Braun Buffel and many more. It is a stepping stone for the company towards strengthening its brand name. Canada's largest pewter maker - Seagull Pewter - was bought into the portfolio in 2002. These bold brand acquisitions have enabled the Royal Selangor brand to establish a firm foothold in international markets. This illustrates brand acquisition as a feasible growth strategy for Asian corporations. In December 2003, Malaysia’s oldest and most renowned name in pewter launches a new landmark for Malaysians and foreign visitors alike – a world-class establishment known as the Royal Selangor Visitor Centre. It has added yet another milestone to its long and illustrious brand history with the unveiling of the visitor center, which is now a focal point for people to not only learn more about our company but also about the rich history and promising future of pewter in Malaysia. The Mission

Royal Selangor is truly an international manufacturer of high quality pewter. This is perhaps best reflected in its mission, which is to "take pride in the endeavour to be recognised for excellence in...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Royal Selangor Essay
  • Essay on Royal Selangor
  • River Estates Sdn Bhd Essay
  • Essay about Worldexpress Services Sdn. Bhd.
  • Royal Selangor Essay
  • Case Study
  • Essay on Pci Sdn Bhd
  • international business Essay

Become a StudyMode Member

Sign Up - It's Free