Elianware expanding footprint into EU, Oceania and Russia

KUALA LUMPUR: Home grown plastic manufacturing company, Ee Lian Enterprise (M) Sdn Bhd (Elianware), is expanding its footprint into the European Union (EU), Oceania and Russia for its houseware products.

Founder Datuk Teoh Han Chuan said the company was exploring other region as the United States (US) -China trade tension has affected business mainly in the two countries.

“The tension has caused the price for materials to increase coupled with concerns among investors. As long as this trade tension is in place, we would need to shift our focus to our countries as well,” he told Bernama.

Currently, Elianware is in 30 countries including Australia, Philippines, New Zealand, Russia as well as China.

Teoh also said that the company’s financials remained stable over the years and was expected to boost further with its latest UL green label from Milliken’s energy saving clarifier additive that is energy saving hence contributing to greener production.

“Elianware is the one and only plastic company in Malaysia that has this certification and we are in the process of obtaining the ISO 14000 series for environmental management,” he said.

The UL green label is obtained by using Millad NX 8000 in the production of high quality and high clarity polypropylene products.

By using the Millad NX 8000, it can lower the processing temperature by almost 20 per cent which reduced both energy use and carbon dioxide (CO2) emission.

“This is just one of the steps we have taken to ensure our products are environmental friendly. We hope to achieve 50 per cent green production process in the next five to 10 years,” he said.

The Penang-born businessman also said that the company was also the sole plastic house ware company that had successfully entered the Chinese market, thanks to trade exhibitions and e-commerce.

“Since we entered the ecommerce space in March this year, our sales have increased. Not only that, besides China, we have secured an order from the US which is a huge step forward for us,” he said.

In 2017, Elianware recorded a revenue of RM80 million where more than 10 per cent was contributed by its export segment.

To boost the company’s performance further, Elianware would soon launch a new line of ‘e-concept’ housewares with diamond shape designs, in the first quarter of next year.

“This product is on the premium side, containing 30 fridge storage items, and with this line, we hope to explore the high-end market segment,” he said.

The new product line alone is expected to contribute about 10 per cent of the company’s revenue in 2019.