The Amsteso journey
Based in Cyprus, Amsteso are wholesale specialists of electrical appliances and technical goods, delivering quality brands to retailers and an excellent service to end-users.
OUR VISION To be the preferred and most trusted resource for the products and services that enhance home, family life and family entertainment.
OUR MISSION To grow our business by providing quality products and services at great value when and where our customers want them, and by building positive, lasting relationships with our customers.
“The Amsteso journey began with four adventurous entrepreneurs. We worked together in the electrical industry then combined our energies to create Amsteso. We now work with talented and enthusiastic people to bring a positive attitude, new ideas and flexibility to a revolutionary market.�
EVOLUTION & REVOLUTION We established Amsteso in Cyprus over a decade ago to answer a clear and concise demand from the island’s retail market; to service both large chains and independent stores with high quality brands and an after sales provision to match in standard. We started first in 2001 with our own label, producing white goods under quality control. Within two years, the company was trading globally recognized trademarks to a rapidly growing market. The Amsteso brand range is still increasing year on year as the desire of the Cyprus consumer becomes more exacting and we look to service international markets. Today, Amsteso have 100% penetration of the hyper store market and over 90% of privately owned retailers. As the total Cypriot market is divided equally between these two sectors, the Amsteso reach for its brand suppliers is almost and uniquely complete. Evripides Evripidou, Managing Director Soteris Constantinou, Technical Manager George Rotsakis, New Business Manager Soteris Demetriou, Sales Manager
In terms of service for our specialist wholesale market, we have easy access purposebuilt premises located on the country’s spinal highway near the capital Nicosia. Our fleet of vehicles runs reliable deliveries and timely service, and our in-house technical department are of the highest calibre.
“Amsteso’s aim is to make a positive difference to the technical market through this innovative approach by dedicating resources and acting responsibly towards our customers.” Technical Manager
TECHNOLOGY PRODUCTS In Cyprus, technology retail is often separate to the electrical appliances market and at Amsteso we believe that tech and high tech deserve a different approach from suppliers. To this end, and to compliment Amsteso’s portfolio of white goods, the company formed two distribution businesses, TECH2TECH and COMPULEVEL, specifically resourced to supply and service technical products. Computers, peripherals, home entertainment, audio/visual, telecoms and gadgets are just some of the products that are allocated to these special divisions. Amsteso then utilizes their specialist knowledge of the technical markets to optimize distribution, bringing brand and retailer together through the best placed company. We also have representatives for our technology range who are expressly hired for their knowledge, aptitude and zeal. We train them in every aspect of the equipment, often alongside our expert service department so they can answer our customers’ technical queries as well as product and commercial issues.
OUR WHOLESALE APPROACH Dedicating the company to wholesale distribution gives Amsteso the confidence to focus and the ability to specialize. We know our markets and we structure our procedures accordingly. Accurate stock control is aligned with product placement in the market and with consumer demand. The result is a healthy stock manifest, suppliers receiving planned orders and promotion of old stock to clear the way for new in-demand models. To ensure our products are delivered from supplier to consumer on time and in pristine condition, we have made warehouse provision an all-important part of our business, designing our depot to be environmentally controlled and fully computerized. We also decided from the beginning to retain all our departments - warehouse, product showroom, administration, logistics, training and service under one roof: we work well together and we want to encourage our holistic approach to business, and our team spirit.
MUTUAL BENEFITS For our customers, the advantage of Amsteso being a specialist wholesaler is extremely important. As competition becomes more extreme, many suppliers have or are tempted to venture into retail themselves, causing a conflict of interest between their own business and their customers’ requirements. Amsteso distribute, supply and serve; we do not compete with our own customers. Therefore we have the opportunity to sell to any consumer market without conflict over stock allocation, logistical priorities or service preference.
OUR BRAND PORTFOLIO The concept of the Total Solution Package is one that Amsteso has made work for brand suppliers, retailers and consumers alike. • Market share is strengthened as we take on new brands in a portfolio where the total is greater than the sum of parts. This share allows us to control the compact Cyprus market and aid purchasing power to the benefit of our supplying manufacturers. • Large chains and independent stores have a full product range delivered and serviced by Amsteso. White goods, brown goods, technology and high tech are all available in bulk or small scale parallel to their own sales and stock requirements. This range is also useful for retailers to offer to residential and commercial projects. • The end-user benefits from the choice of brand, the service packages offered by Amsteso and the fulfilment of high EU H&S standards – we even check that new products from non-EU countries are first approved by European laboratories before placing orders.
“Amsteso have the confidence and know-how to build a portfolio of brands and retailers this allows end-users an all-inclusive experience. We deliver quality products and value-added, timely service to answer all the commercial needs of our clients in an ever-changing market place.” Sales Manager
CONNECTING RELATIONSHIPS By balancing our people-focussed approach with an aptitude for commercial awareness, we are able to build strong business relationships with retailers and suppliers. This approach is enabled by all Amsteso people working in the same premises. This may be a disadvantage for many countries but Cyprus’s compact market demands easy access, rapid response and immediate solutions to problems; expectations that are met by this central location and the mutual cooperation of our staff. Relationships with Amsteso representatives provide first contact and continuous service. They are fully trained in their product line, often specializing in a particular sector. With the majority of sales staff having multilingual and business skills, our customers find communications straightforward and productive.
THE KNOWLEDGE LOOP Confidence and knowledge are the cornerstones of our business: giving our staff the ability to serve both our brand suppliers and retail customers depends on our training programmes and their personal dedication to the business. Therefore, keeping up with the technology of all our product lines is a constant and developing feature of our staff’s schedule. We meet as a team at least once a week, not only to train our technical and sales staff in product information and key selling points, but also for them to feed back on range, price and additional requirements of the market. We also involve our retail customers by running regular seminars to introduce them to new lines and give them the tools to increase sales. We often take our retailers abroad to meet with suppliers and our showroom is always open to view the latest brands and lines. In this way we engage everyone in the sale chain, closing the knowledge loop and increasing our clients’ commercial advantage.
AFTER SALES SERVICE Amsteso have a name synonymous with professional reliability and fast response and we appreciate that we owe much of this reputation to our after sales service. Experienced and expert engineers follow a comprehensive programme of technical seminars and monthly in-house training on products and parts given by our technical manager and suppliers. Their expertise allows Amsteso customers a response rate of 24 hours and same day contact when arranging an appointment. For the supplier, this means retailer loyalty and for the retailer, an end-user commitment within a highly competitive market.
CARE PLAN PROGRAMME We deal with some of the best named brands in the world and when consumers make a choice we want to give them complete peace of mind in their purchase. Our Care Plan Programme, facilitated by our expert team of engineers, gives the customer an opportunity to extend the 2 year warrantee to 5 years, covering full parts and labour for a minimum fixed fee. The Plan has resulted in attracting consumers and impacting on their decision to buy brands, thus directly promoting retailer sales.
REACHING FURTHER Analysis of our market share is proving year on year that our integrated approach to brand, retailer and consumer is working. The success of our sales and advertising programmes promotes healthy business and we grow together. In a decade Amsteso have gained 100% penetration into the large chain and hyper store market, and so far we have 90% of the independent SME market. Products are easy to find as brands that come through Amsteso are now available in over 97% of all retail outlets. All product ranges are covered by globally recognized brand names and we are adding to our portfolio to gain even more strength and control in the Cyprus market.
Amsteso Electric Ltd is our exclusive distributor in Cyprus for Hotpoint and Scholtes products. Their professionalism, expertise and technical knowledge, added value to our brands and contributed to the increase of our business success. We are always pleased to work alongside Amsteso Electric Ltd company. Amsteso’s distribution, management skills and care for the end consumer are excellent! Every detail and level of planning is immaculately and creatively considered. Key Account Manager Indesit Company Hellas
LETTING THE MARKET KNOW Amsteso make a point of actively seeking ways to promote brands and retailers. Our marketing department are sales-focussed and fully aligned to the marketing strategies of our suppliers and retailers, keeping consumer sales in the spotlight at all times. Of course, we encourage brands to advertise their products in line with sales, but we also take on the expense of some powerful promotion tools ourselves. We publish the Elite Appliances newsletter which purposefully promotes independent retailers through direct mail and media inserts to 70% of active households. Flyers are produced to advertise new products and new brand lines, we have Point of Sale displays designed to attract consumers and we invest in outdoor media to increase brand awareness and promote offers. Our media coverage and public relations are considered, quite often bold, but always effective.
DOING BUSINESS Amsteso is active in the Cyprus market so we know where to place brands and where retailers can benefit from new product lines. As a supplier, your products will have to meet a level of quality control. As a retailer, you will need a level of market understanding. As distributors, we will match the best products to the most suitable outlet. Working together, we will achieve results worthy of our names.
TEAM TALENT Every member of Amsteso has a unique role and we celebrate their particular skills and personalities. It is this appreciation of our colleagues’ talents that gives us our overall sense of teamwork and pushes us to effectively serve the mission of the company. Our team is here to add value to brands and retailers it is in our nature to strive to be the best, at every level and in everything we do.
CONTACT US The Amsteso clear-cut structure of contacts allows anyone doing business with us to gain easy access to whoever they need at the right time. Our team wants to help so if you are a supplier or retailer, call us and we can do business.
AMSTESO ELECTRIC LTD
35 Eleftheriou Venizelou Str. Tseri Industrial Area 2480 Nicosia, Cyprus P.O.Box 17035, 2260 Latsia Nicosia, Cyprus T. 00 357 22 467481 F. 00 357 22 467482 E. info@amsteso.com.cy www.amsteso.com.cy