Giant Chinese appliance group Midea is set to expand their Australian operation with insiders claiming that the biggest appliance Company in the world is establishing a Melbourne office with a major launch tipped for 2024.
The Company already has an Australian web site, however it’s not known which divisions of the giant appliance Company is taking the lead in the Australia after previous failures.
In the past Midea has opened their own stores in Australia, this time round they are looking to work with key retail partners in fridges and cooking, however several retailers claim their is no room on floors for Midea products.
The Company is also looking to capitalise on the boom in new homes needed for Australia
According to sources the move could cause problems for several appliance distributors as well as value and affordable premium appliance brands.
The President at Midea USA is Kurt Jovais the former Marketing Director at Samsung Australia.
Midea already manufactures appliances for several brands whose products are sold in Australia with the Company having a major price advantage over most of their competitors.
Executives from Midea were recently in Australia with the Company looking at delivering products for the small appliance, as well as whitegoods market.
More to follow.
