Home appliances brand Fedders re-enters Asia-Pacific market

New Jersey-based home appliances brand Fedders held its first brand exchange conference in Shanghai on Thursday, re-entering the Asia-Pacific market with a new look.

"We have made a thorough investigation into the local market as well as introducing a new company logo and banners in the past eight months," said Benjamin Ng, general manager of Fedders.

Ng added that the corporation is aiming to expand its market from the United States and South America to the Asia-Pacific region in 2013, and digital media will play a significant role.

In the first quarter of this year, Fedders will set up a showroom at its plant in Taicang in Jiangsu province. It will hold a dealers' meeting in Singapore in March and a brand development meeting in June, according to Ren Chun, brand manager of Fedders.

Francis Yuen, chief executive officer of Hong Leong Asia, the company with the Fedders brand management rights, said Fedders will basically target high-end customers by seeking cooperation with hotels, distributors, designers and property developers.

The company has invited Rok Jenko to be its senior industrial design manager to inject more innovation and ideas into the 117-year-old brand.

Fedders, once known for its air conditioners and other air treatment products, now aims to provide comprehensive household solutions to its Asia-Pacific customers.