Financial Times

Singer sewing machines still in demand

By Chaturi Dissanayake

Is sewing a thing of the past? Not any more. In US where everything from meals to garments is readymade Singer sold 80,000 sewing machines for the last Mother’s day celebration.

A Singer model in the market.

“Of the 48 products the domestic sewing machine is one of the best profit making products,” Kumar Samarasinghe, Marketing Manager of Singer Sri Lanka said.

Five years ago the Sri Lankan market for domestic sewing machines had dropped but under a re-branding campaign Singer launched the product, regaining the market which is growing at the rate of 25 percent per annum at present.

Young girls are starting to move away from readymade garments and the trend now is to create their individual garments, Samarasinghe said.

The demand for the domestic machine grew when the consumer turned to do their own sewing as readymade domestic decorations such as curtain and cushions become expensive.

In line with current demand and market trends Singer is planning to refurbish its factory to increase output.

The production complex which assembles three kinds of sewing machines and produces wooden cabinets and stands for the same has an annual production of 60,000 at present. Singer plans to increase production and export the products.

The company wants to enter the Asian market first and then move into the European market later in the future.

“We have the opportunity to enter the European market as the cost will reduce once the refurbishing is complete,” Samarasinghe said.

Singer also has an advantage over Chinese products which are considered low quality as the brand has a reputation of being a quality manufacturer world wide.

“As one famous Singer marketer in US said ‘until nudity becomes a fashion sewing machines market will never die’,” Samarasinghe said confidently.

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