adexi magazine

ADEXI MAGAZINE
COMPANY PROFILE
08Melissa
12Exido
14KHAPP
THE NAME EXIDO
Try playing with the letters in Adexi and Exido and think about words like exquisite, extra, explorer, excessive,
extreme, exclusive and excellent. That is the story and the thought behind the Exido name.
Make your sandwich to your liking:
FOB // Stock // Partnership //
10
Cool
Concepts
BRANDS & ASSORTMENT
Adexi is present anywhere you go
Adexi//1
ADEXI IS PART OF
ELOF HANSSON GROUP AB
3
•
•
•
business areas worldwide:
Forest products
Industrial products
Consumer products
Adexi//2
HQ in Gothenburg:
500 employees.
Yearly turnover 6 b. SEK.
Equity capital 1 b. SEK.
WELCOME
Adexi A/S is part of the financially strong Elof
Hansson Group in Sweden and is one of the
largest importers and providers of small
domestic appliances (SDA) in Scandinavia.
Adexi was founded in 1987 and is a leading
supplier to supermarkets and selected
specialty stores throughout Scandinavia, but is
also strongly visible on markets like Germany,
Poland, the Baltics as well as other
European countries.
Adexi holds strong brands like Melissa, Exido
and KHAPP but also works with agencies and
licensed brands like Dirt Devil, VAX, Rio, Hello
Kitty, and Swarovski. More than 2.5 m items per
year are sold through Adexi.
The product range includes the segments breakfast, food preparation, ovens & cooking plates,
white goods, cleaning, climate, personal care &
wellness, and other appliances.
The centre of product development, marketing
and sales is based near Aarhus, Denmark.
Sourcing, quality control and logistics is located
locally in Shunde, China.
Working together with our partners and
cutomers we strive to both inspire and provide
an easier living for consumers.
Adexi//3
HISTORY
1987
Established under the name MJ Trading.
2000
MJ Trading is sold to Elof Hansson. The brand Melissa is introduced in Denmark and
MJ Trading changes its name to Adexi A/S.
2005
Change of operation in China. Office in Hong Kong is moved to Shunde, China.
2006
2011
2012
2013
Start of cooperation with external designers in order to create and develop our own,
unique products.
Adexi expands its product range by several agency and license products.
Adexi celebrates its 25 year anniversary. A strategic alliance with partners in Finland and Norway is established. Jointly agencies are launched on the Scandinavian
market.
A new brand for specialty stores is introduced: KHAPP.
Over the years, Adexi
has sold around 4 m
kettles. Alone they
would fill up 25
football fields.
Adexi//4
ORGANISATION
Denmark
China
General Manager
Erik Peschardt
Finance/It
Service/Logistics
Purchase Manager
John Kornmaaler
Per Pedersen
Finance assistent
Lotte F Jensen
Vice General
Manager CRO
Accounting
China
Merry Zhou
QC
Brian Jensen
Purchase Assistant
Charly Liu
QA/QE
Lisbeth Petersen
Purchasing/
logistics
QA/QE Manager
Alex Wang
Manager
Jessica Liu
QC Supervisor
Tom Cui
Sales & Marketing Director
Chris Ernst
DTP
DTP designer
William Chen
QC Supervisor
James Bi
SALE
Concept & Marketing
Developer
Iben Kierkegaard
Account Manager
Christian R Vingløv
Sales Manager
Rasmus Østergaard
Brand Manager
Thomas Vetter
Sales Support
Ulla Abildsten
Sales Support
Claus H Christensen
QC Inspector Jack Liu
Purchasing
Daisy Li
Logistics Supervisor
Kitty Lee
QC Inspector
Quson Qui
Purchasing
Anna Liu
Logistics Specialist
Jill Liu
QC Inspector
Tony Fang
Product & Assortment
Coordinator
Lisa Larsen
Sales Support
Jonna Nicholson
Logistics Specialist
Mary Guo
QC Inspector
Wensun Hu
Our warehouse is located in connection with our headquarter
in Skødstrup, Denmark. We do have EDC warehouse options
for consolidation of FOB orders and display packaging.
Adexi//5
THE ADEXI PURPOSE
We will be the PREFERRED PARTNER within
home appliances. Through UNIQUENESS
and INNOVATIVE solutions we CREATE
SUCCESS for our CUSTOMERS.
OUR VALUES
AD
EX
I
c
Sin
87
e 19
Accountability
You can count on us. We are honest, reliable
and deliver quality in all we do.
Dedication
We take pride in striving for perfection, and we put
great commitment into each and every assignment.
Innovation
We are full of enterprise, act proactively and
continuously aim at converting new ideas into
increased value for our customers.
Expertise
We possess a great know-how and strive
to be experts within our line of business.
We always acquire new knowledge within our field.
Team Spirit
We respect each other as human beings and we
appreciate each other’s skills. A straightforward tone
as well humor and job satisfaction is deeply rooted
in our daily life. We cooperate as a team
to provide efficient, high-quality work.
Adexi//6
BRANDS & ASSORTMENT
Supermarkets and
hypermarkets
SEGMENTS
Electronic superstores
and specialized shops
OWN BRANDS
HELLO KITTY
SWAROVSKI® ELEMENTS
LICENSE PRODUCTS
& AGENCIES
BREAKFAST
Coffee makers, kettles, coffee grinders, toasters, etc.
FOOD PREPARATION
Sandwich toasters, waffle makers, rice cookers, fryers,
potato peelers, blenders, kitchen machines,
hand mixers, stick mixers, juicers, etc.
OVENS & COOKING PLATES
Microwave ovens, ovens, cooking plates, grills, etc.
WHITE GOODS
Refrigerators, dishwashers
PERSONAL CARE & WELLNESS
Hair dryers, curling irons, hair straighteners, hair removal,
nail treatment, heating blankets, light therapy,
massage products, foot spa, etc.
CLEANING
Vacuum cleaners, steam cleaners,
window washers, irons, etc.
CLIMATE
Fans, panel heaters, shoe dryers, dehumidifiers, etc.
OTHER APPLIANCES
Mosquito killers, sewing machines, etc.
Adexi//7
YouGov carried out
a survey in 2013
that showed that
62 % of all Swedes
know the brand
Melissa.
Adexi//8
MELISSA
The price entry brand
SEGMENTS
Supermarkets, hypermarkets and DIY.
ASSORTMENT
Deep and wide assortment within all categories
that give our customers a one stop shopping
opportunity and obtain a high level of customer
traffic.
MELISSA’S DNA
Melissa offers solutions for every corner
in your home. Whether you cuddle up
with a hot cup of tea on the couch with
a heating blanket, make breakfast, cook
dinner, shave your beard and curl your
hair Melissa is present. Melissa makes it a
good day.
STOCK
Many customers order FOB. However, Adexi also
keeps a comprehensive, fixed Melissa assortment
stocked in Denmark.
STORY
Melissa was established as a Scandinavian
brand in 2000. By then, the Melissa brand held
a solid position in Sweden, and it became the
foundation of one of the leading brands in
Scandinavia for electrical household products.
All products are created from the idea of making
good products for the household that are
functional, relevant and available to all. The
success of Melissa is based on good quality for
the price and products that fit into most homes.
With a combination of a wide range and rich
selection, Melissa has quickly become an
integrated part of the household in many homes.
Adexi//9
MELISSA CONCEPTS
Unique graphic designs, storytelling and inspiration for the benefit of the consumer
have become a profund ingredient of the Melissa identity.
Concepts make ordinary products stand out and explain sometimes complicated or
non-ordinary products in greater detail.
DISPLAYS
Many Melissa products and concepts are suitable for display solutions.
WAFFLE FACTORY
A tasty concept that gives you all the ingredients for
the perfect waffle experience.
FOOD FIESTA
A tribute to Mexican food lovers in general and the
growing segment of DIY (Do It Yourself) cooks that prefer
to do the proper mexican cooking job themselves.
FESTIVAL
A colourful concept that gives that extra touch to
birthdays, movie nights, football tournaments on TV,
summer parties or any other festive moment.
1001 NIGHTS
Inspired by the magic fairy tales like Aladdin, cooking is
now magic as well.
MAJESTY BEAUTY
A series of products that meet the growing trend within
beauty and salon experiences but at the convenience of
doing it at home at a much cheaper price.
Adexi//10
BE INSPIRED
INVITE FRIENDS OVER
FEEL GREAT
ENJOY HAPPINESS
Adexi//11
THE NAME EXIDO
Try playing with the letters in Adexi and Exido and think
about words like exquisite, extra, explorer, excessive,
extreme, exclusive and excellent. That is the story and the
thought behind the Exido name.
Adexi//12
Adexi//12
EXIDO
The value for money brand
SEGMENTS
Supermarkets and hypermarkets.
ASSORTMENT
A wide assortment within especially the
categories breakfast, food preparation and
ovens.
STOCK
Many Exido products are part of a fixed assortment that is stocked in Denmark.
STORY
Exido was established as a brand in 2003 to
give customers the option of great quality for a
little extra.
EXIDO’S DNA
Exido has always been associated with the
colour red. In general, Exido lives a quiet
life but gift boxes have always had a red,
spicy touch in order that they can stand out
on the shelves.
The stripes signal continuity and
simplicity which corresponds perfectly with
the products in the Exido range. The stripes
also make Exido products look partly gift
wrapped already. That’s the feeling we
want the consumer to be embraced with.
Buying Exido should feel like getting a
present.
All products are chosen based on an
extraordinary design and/or extraordinary
functions compared to similar products on the
market. With Exido, you get the best value for
your money, which means that you get more
when you choose Exido.
Adexi//13
FOR WHEN YOU NEED
TO STAY AWAKE OR
JUST GOT IN FROM
THE COLD OR WHEN
FRIENDS DROP BY
OR WHEN YOUR MUM
VISITS OR JUST FOR
WHEN YOU WANT TO
ENJOY A GOOD OLD
FASHIONED CUP OF
COFFEE WITHOUT ALL
THE DAMN FUSS
WAKE UP CALL
Coffee Maker
Adexi//14
Adexi//14
KHAPP
The superb quality and design brand
SEGMENTS
Electronic superstores and specialized shops.
ASSORTMENT
KHAPP offers a wide range of products within the
categories breakfast and food preparation.
STOCK
All KHAPP products are stocked in Denmark.
STORY
KHAPP was launched in 2013 as a trendy
Scandinavian brand within household appliances
that not only offers unique designs or features but
also aim to offer that little extra that will make you
lift your eyebrows or smile.
KHAPP’S DNA
KHAPP is a noticeable brand in stores
due to its very colourful box design with
funny statements. A coffee maker is thus a
“Wake Up Call” and a toaster is a “Small
Snack Maker”.
KHAPP also wants to be visible on the
streets. Thus events will be a continuous
part of the life of KHAPP. When
launched in Denmark in April 2013,
a succesfull treasure hunt with a
hidden camera was carried out.
Now KHAPP offers a memory
game for smart phones.
KHAPP?
KHAPP is an abbreviation for Kitchen Home
APPliances. Also notice the small house in the A.
DISCOVER MORE
30/3
30/3 refers to 30 days money back and 3 years
extended waranty. KHAPP aims at guarenteed
customer satisfaction. If a consumer has tried a
KHAPP product and for one reason or another is
not satisfied with the product he or she can return
the product directly to Adexi that will refund the
money directly to the consumer. KHAPP exceeds
expectations.
Adexi//15
SUPERIOR LIVING
All products in this series have been selected due to their
precision skills and their ability to not only make your life easier
but also inspire and surprise. There have been made no
compromises in this line of products. That’s what makes them
superior.
Left: A 2in1 tea maker/kettle is part of the series Superior
Living. The tea maker is a perfect example of a product that
meets a consumer trend. As a result of an increasing focus
towards health, today more than 85 % of Danes drink tea to one
extent or another. The increasing number of tea brands as well
as the increasing selection of tea varieties also witness this
development.
Size: 80x30 mm, 1:1
80 mm
30 mm
BRITISH RACING GREEN
When Selwyn Edge won the 1902 Gordon Bennett race for
England it was decided that the 1903 race should be held in
Ireland, at that time a part of the United Kingdom, as motor
racing at the time was illegal in England. Bear in mind that the
average speed exceeded 50 km/h.
As a mark of respect for their Irish hosts the English Napier cars
were painted green. The green colour has become iconic in
the car industry and has been seen in slightly altered colour
varieties with other British car models like Jaguar. But this is the
story behind the colour now known as “racing green” and also
the inspirational source behind the KHAPP British Racing Green
products.
ICONS
The KHAPP series ”Icons” holds an aesthetically pleasing design that will stand up to the test of time. Boil thousands of litres
of water or toast a million toasts, the design and function will
remain. The icon series is one of a kind!
Adexi//16
Seidenfaden blender
with a patented dual
drive on a total of
6 knives.
SEIDENFADEN SERIES
Scandinavian design in stainless steel. Designed by Seidenfaden Design Copenhagen for KHAPP.
Above: River Breinholt, famous for his participation in a Danish TV baking programme, recommends the KHAPP
blender and calls it “a blender with muscles”.
Adexi//17
AGENCIES & LICENSE PRODUCTS
Over the years Adexi has worked with several
agencies and license products. And more will
come.
SWAROVSKI® ELEMENTS
Crystals are fascinating and they have
many facets, both literally and figuratively. The use of genuine crystals give
products character and that extra touch
that will make them differentiate from
other products. As for personal care
items, female owners will no doubt feel
a little more princess-like.
HELLO KITTY
Hello Kitty is a fictional character
produced by the Japanese company
Sanrio. Originally aimed at preadolescent females, Hello Kitty’s
market has broadened to include adult
consumers. She can be found on a
variety of products ranging from school
supplies to fashion accessories and
high-end consumer products.
Adexi//18
Dirt Devil is a brand founded more than
100 years ago. In 1955 they built the
first household vacuum cleaner with a
patented Cyclone system. Since then
over 25 million have been sold. It is the
largest vacuum cleaner brand in
Germany today.
Vax is the UK’s best-selling floorcare
brand and the only floorcare specialist
to offer a comprehensive range of carpet
cleaners, upright and cylinder vacuum
cleaners, cordless, steam and hard floor
cleaners. Now it is time for Scandinavia
to get to know this high end, reliable
vacuum cleaner brand.
Adexi//19
2.5 MIO ITEMS
SOLD EACH YEAR
EVERY HOUSEHOLD
IN SCANDINAVIA HAS
ADEXI PRODUCT
Adexi//20
CUSTOMERS
80% of our shipments are for special campaigns. On time delivery is
thus highly important and a key to
Adexi’s success.
TM
EL - TORGET
STAG ICP
AG
PRIVATE LABELS
Adexi is a key supplier within private labels
®
CMYK:
Grå: 39% Cyan, 20% magenta, 18% yellow, 7% black
Rød: 0% Cyan, 100% magenta, 85% yellow, 0% black
Blå: 90% Cyan, 100% magenta, 5% yellow, 25% black
Benefits by choosing Adexi as a private label supplier:
• Due to our large volumes we can negotiate the most competitive prices
• Good knowledge of the Chinese market and year-old relationships with suppliers
• Large volumes and relationships make sure that we have a priority position with
suppliers
• Huge experience with quality tests. We have our own quality team which is only
working with SDA products
• Our quality team makes sure that all products comply with any legal aspects,
declarations, and/or eu directives that may be assigned any product category
Adexi//21
MARKETS
Direct Sales:
Partners:
Agents:
Denmark
Sweden
Poland
France
Norway
Finland
Baltics
Germany
Iceland
Switzerland
Germany
“Adexi is one of our most
valued partners. Not only have
we experienced 100% reliable
delivery times, we can also rely
on getting new interesting ideas
on a market where it is difficult to
differentiate on other things than
price.”
Antti Pennanen, Finland
Sähkötuonti OY / Electro Import
ADVANTAGES OF BEING
AN ADEXI PARTNER
Adexi//22
•
•
•
•
•
Co-order small orders with other partners’ orders
Take advantage of more than 100 items on stock in Denmark
Individually negotiable service terms
All requests will be sourced at the best possible terms
Marketing support
BSCI
(Business Social Compliance Initiative)
Adexi is a member of the European organisation BSCI which is
striving to improve working conditions worldwide.
1
PRODUCT DEMAND
SOURCING
SELECTION
PREFERRED SUPPLIER
CUSTOMER OFFER
2
PRE-PRODUCTION
FACTORY SURVEY
TEST SAMPLES
APPROVAL DOCUMENTS
SAFETY/CONSTRUCTIONAL TESTS
3
ORDER -> PRODUCTION
DURING PRODUCTION TESTS
BSCI CHECK
FINAL RANDOM INSPECTIONS
4
SHIPMENT
ENSURING QUALITY
& DEADLINES
The BSCI Code of conduct draws on important international
labour standards protecting workers’ rights such as International
Labour Organization (ILO) conventions, declarations of the United
Nations (UN) as well as guidelines of the Organization for Economic Co-operation and Development (OECD).
Adexi is responding to the increasing demand of
documenation on electrical products within the EU. Thus,
25% of all employees in Adexi is working with quality
issues, testing and documentation every day. This is your
security.
Adexi//23
—home appliances with attitude
Adexi//24
Adexi A/S
Grenåvej 635A
DK-8541 Skødstrup
Denmark
Tel: +45 8741 7100
E-mail: mail@adexi.eu
www.adexi.eu