From the purchase to the design of their own collections

The Ametist company has been successfully developing a line of furniture components under its own brand JET for 11 years. The success of thebrand is determined to a great extent by a smart assortment strategy and a high degree of mutualunderstanding with partners from Southeast Asia.

08/09/2016

Ametist was one of the first companies to introduce products from Southeast Asia under its own brand JET. Today, no one doubts: the project is a success. It started with 30 names of items produced, now there are about 650 articles in the JET catalog. There were new commodity groups. For example, the line of lighting equipment is dynamically developing: in the JET warehouse program there are more than 20 collections of lamps for both interior and exterior lighting. JET decorative fittings were originally produced only in the Art Nouveau style, and today there are a lot of classic models in stock, including the collections with rhinestones, much loved by the Russian customers.

The products of the trademark are divided into five groups. Decorative fittings and fasteners for cabinetry, kitchen furniture, aluminum and plastic systems and furniture lighting. In addition, since 2016, there is a special line of upholstered furniture.

Over the years of work in the market, the company has worked out well-defined principles of forming of the relevant product range. The company started with choosing products from suppliers that could be of interest for the Russian consumer. Having gained more experience, they realized that they have to order fittings from their partners by the company’s own design.

According to Natalia Peksheva, Director General of Ametist, one of the main problems the company faced by the market launch of a new brand was skepticism of the Russian furniture manufacturers towards Chinese manufacturers and their products. And this distrust was quite justified: at that time the market was literally flooded with cheap hardware from China. At the same time, numerous suppliers were not responsible neither for quality nor for stability of supply. That is why Ametist decided to introduce products manufactured in China under its own brand, taking full responsibility for both quality and compliance with treaty commitments.

In search of decent partners Ametist specialists had to travel all over China. As a result, five large enterprises have been selected, equipped with modern equipment and exporting products to the European market. Before joining the ranks of suppliers, all of the selected enterprises have been attested and have committed themselves to produce and ship products in strict accordance with the agreements.

Today, JET products can be bought in almost every region of the country. It is in the offering of more than 50 dealers. It is presented in the showrooms of the Ametist branches, as well as in two new showrooms in Moscow. For several years, the products have been sold through DIY chains: Leroy Merlin, Castorama, OBI, K-rauta.

At the moment, more than three thousand manufacturers of cabinet and upholstered furniture purchase JET brand products. Small buyers can’t be counted. There were times when growth was huge: in 2016, compared with the previous year, the increase was about 20%.  

Back to News Feed