Concepcion to export refs to Asean starting next year

By Czeriza Valencia, The Philippine Star

Posted at May 04 2012 07:43 AM | Updated as of May 04 2012 03:43 PM

MANILA, Philippines - Concepcion Durables Inc. (CDI), the maker of Condura refrigerators, will start exporting units to member states of the Association of Southeast Asian Nations (ASEAN) next year, therefore expanding its production capacity in its Cabuyao, Laguna facility.

In an interview during the launch of their new products in Makati Wednesday night, CDI president and chief operating officer Ton Concepcion said the firm will begin exporting to Vietnam.

“The brands that are in ASEAN countries are the brands that are also here but we beat them here so we can beat them there as well,” he said. “We will customize the refrigeration needs of their local market. Like here in the Philippines, we make refrigeration units that are fit for businesses.”

The five-year-old firm intends to expand their current market share to 50 percent from the current 34 percent in the next five years driven mostly by domestic consumption.

CDI targets sales of P4 billion this year, with 250,000 units from 170,000 last year.

Five years ago, CDI sales were placed at P500 million.

In the first quarter this year, sales grew 40 percent to 150,000 units from 30,000 units sold in the same period last year.

Concepcion said the company’s sales performance is helped by the aggressive growth in property development

“There were always people looking for refrigerators to put in their new places,” he said.

To respond to the expansion of its operations, Concepcion said CDI is expanding its production capacity next year to about 400,000 refrigerator units from the current 200,000 units. Its current workforce will also be increased from 2,000 workers to 3,000 direct workers.

The five-year-old Condura Durables is a unit of Concepcion Industries Inc. that manufactures and assembles airconditioning brands Condura, Kelvinator and Carrier.

Conception said the company will expand their refrigeration line for local distribution this year.

CDI on Wednesday launched the fifth generation of the Condura Negosyo Series and the Negosyo Style series, units that were designed for business use but can also be used as a stylish home appliance.

The Negosyo Series has three times for freezer space, two times more chiller space. It also promises to be energy efficient. It comes in a single door, two-door and freezer variants, while the Negosyo Style Series offers single door and two door options in dragon red, pristine white, satin cream,a nd silver chic colors. Prices start at P10,000.