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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.”
Evripides Evripidou, Managing Director
Soteris Constantinou, Technical Manager
George Rotsakis, New Business Manager
Soteris Demetriou, Sales Manager
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.
In terms of service for our specialist wholesale market, we have easy access purpose-
built 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
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.
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.
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.
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
www.amsteso.com.cy
AMSTESO ELECTRIC LTD