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

E. info@amsteso.com.cy

www.amsteso.com.cy

AMSTESO ELECTRIC LTD