KUALA LUMPUR, June 8 (Bernama) -- Fiamma Holdings Bhd is sharpening its product development strategy as it expands beyond its traditional kitchen appliance base into broader home, lifestyle, cooling and healthcare-related categories.
Group chief executive officer Jimmy Tan Chee Wee said the group’s focus remains on understanding Malaysian consumers and developing products that are practical, relevant and suited to local living conditions.
“Malaysia is our home market. We understand how consumers live, cook, renovate and use appliances. That gives us an advantage when we work with partners to develop products that solve real pain points.”
Fiamma owns and distributes brands including ELBA, RUBINE, FABER, TUSCANI and HAUSTERN. It also distributes selected international brands across home appliance, healthcare and medical device categories.
Tan said Fiamma’s advantage lies in combining consumer insights, dealer feedback and supplier relationships to introduce products that meet local needs. Rather than moving immediately into manufacturing, the group remains focused on asset-light sourcing, product customisation and co-development with established factories.
“For now, our priority is product relevance, quality, speed to market and customer experience. Manufacturing is not something we are rushing into. It has to make commercial sense.”
Fiamma has been refreshing its brand portfolio. ELBA targets the mass-market segment, RUBINE is positioned around design and innovation, while FABER has been repositioned with a contemporary identity focused on small domestic appliances and lifestyle-led products.
Tan said the product strategy is built around products, partners and people. Before launching new models, Fiamma studies consumer behaviour, market data, competitor offerings and dealer feedback, followed by prototype testing, technical vetting, certification and after-sales readiness.
Recent developments include a slimline instantaneous water heater with energy optimisation and sensing features to help maintain water temperature despite water pressure fluctuations.
Fiamma is also enhancing kitchen ventilation products, including cooker hoods for condominiums and homes without external ducting, with some models using sensor-driven features to adjust fan speed based on cooking fumes.
Beyond kitchen appliances, Fiamma is expanding into laundry, cleaning, dishwashing and cooling solutions as part of its broader home-solutions strategy.
In air-conditioning, the group established a distribution joint venture under the VINO brand with a Zhuhai-based manufacturer. Operations began in July 2025, with Fiamma focusing on channel development, installer training, after-sales readiness and project specification work.
“The first two to three years are about building confidence. Air-conditioning is not just about selling a box. Installation and service quality are critical.”
The group is also building its healthcare and medical devices business, covering hospitals, clinics, pharmacies and consumer healthcare outlets, supported by rising health awareness and an ageing population.
For the first quarter ended March 31, 2026, Fiamma’s revenue rose 5.9% year-on-year to RM104.36 million, supported mainly by the Trading and Services segment, which grew 11.6% to RM87.0 million. Profit normalised to RM10.75 million from RM36.19 million a year earlier, as the previous corresponding quarter included non-recurring gains.
“We want growth, but it must be profitable growth. The market is competitive, so we must be disciplined.”
SOURCE : Aegis CommunicationFOR MORE INFORMATION, PLEASE CONTACT:Name: Jason FongTel: +6012-8631134Email: jason@aegiscomm.com.my --BERNAMA