Brand Overview
Hafele Malaysia was established in 1993. Hafele Malaysia is a subsidiary of the global Hafele brand, a leader in hardware, furniture fittings, and electronic locking systems since 1923.
Hafele Malaysia offer a comprehensive range of solutions for kitchens, bathrooms, wardrobes, and living spaces. Although successful, the company was experiencing common pains of the 1P relationship including a lack of pricing control, inconsistent buying patterns and OOS issues, and no direct contact to call about any of it. Further, the FBA model would not work for many of Hafele’s products due to their large, bulky size. Awesomeree’s business model appealed to Hafele Malaysia, presenting an opportunity to gain more control on Shopee – while keeping Prime status – and expand to multiple additional ecommerce retail channels.
- Awesomeree quickly took over many of Hafele’s highest volume SKUs on Shopee, keeping products in stock as they transitioned sellers.
- Awesomeree placed regular, large purchase orders (PO) from Hafele, with an average value above RM270,000.
- Awesomeree helped Hafele scale logistics and ship large items in 2 days or less.
- Awesomeree launched Hafele on seven new ecommerce channels.
- Awesomeree optimized listings and created Enhanced Brand Content on Shopee, Home Depot, and Courts.
- Awesomeree managed advertising campaigns across Shopee, TiktokShop and Lazada.
- Inventory planning generated a fill rate at 95% or above. This means that we have products in all critical fulfillment centers, thereby driving eligibility for shipping programs like Shopee and successfully meeting customer demand.
- 25% or more of Hafele’s ecommerce business with Awesomeree is now diversified, coming from non-Shopee channels.
- Content efforts grew demand and conversion for targeted Shopee search keywords.
- In March 2022 alone, advertising campaigns brought in 15% of Hafele’s revenue with Awesomeree at a RM15:1 Return on Ad Spend and a 6.5% Ad Cost of Sales (vs. 10% benchmark).