Singer lubricants has a new producer
SVP Worldwide, a global leader in sewing machines and owner of the Singer, Husqvarna Viking and Pfaff brands, announces a partnership with Orbi Química, one of the main Brazilian companies in the sealants, gaskets and lubricants market, recognized for its environmentally friendly products. Vegetable base.
This agreement grants Orbi Química the license to produce, sell and distribute all Singer brand oils in Brazil. With the partnership, the companies hope to achieve 20% growth in the first year of operation.
With the agreement, Singer lubricating oils will be 100% sold by Orbi Química, resulting in proportional commercial gains for both parties. The lubricants market generated more than R$27 billion in 2023, showing growth of close to 7% compared to the previous year.
“We understand that this is a market with great growth potential. Our products are known worldwide and, to make this business division grow, we believe that having a partner in the segment operating in sales in Brazil, for segments other than sewing machines, is essential,” says Concheta Feliciano, director of marketing and Latam e-commerce from SVP Worldwide.
Partnership in Brazil
Orbi Química, a 100% national company that began its activities in 2006, has the green seal for environmentally correct products, ensuring that its product line contributes to the sustainable development of the planet. “We believe that this operation will be significant in the long term, initially we will expand the Singer line in the national market and develop new mineral and vegetable products for the brand, seeking to take a leading role on this front based on a strong presence in retail chains, stores and the marketplace”, says Rogério Fiorotto Magalhães Seabra, CEO of Orbi Química.
The market potential of this category is more than R$400M per year, with the partnership the new Singer products will be sold to more than 10,000 customers of the Orbi network. Furthermore, the current business plan includes the hiring of dozens of professionals by Orbi Química, who will be responsible for the management, operation and growth of product sales.
As of the operation, Orbi will have a new “hub” distribution center in Guarulhos to allow delivery within one business day throughout Brazil. “The market demands environmentally correct products, from renewable sources and sustainable production practices and our proposal includes green oils in this partnership”, explains Seabra.
“The strength of the Singer brand, combined with Orbi’s distribution reach, will allow us to reach places we have not yet reached, generating revenue growth for both companies. Furthermore, there are plans to expand the line of products under the Singer brand in synergy with Orbi’s chemical and technological platforms. We are in the final phase of evaluating the new products that will come with the partnership in 2025”, says Glauco Vecchia”, Glauco Vecchia, Commercial Director at Singer.
Historic
Singer lubricating oil is widely recognized around the world for its use in sewing machines, but it has components that allow it to be used in various household appliances, bicycles, mopeds, automobiles, latches, hinges, gears, among others.
The relationship between Orbi Química and Singer began before 2018, when the first opportunity to provide services arose during a factory change carried out by Singer. In 2019, a “full service” contract was signed, covering the production of all oils that Singer sells from Brazil, both for the domestic and international markets.
About Orbi Química
Orbi Química, one of the main Brazilian companies in the lubricants, sealants and sealants market. Committed to sustainable development, the company has the green seal for environmentally correct products, including the recognized White Lub Super, a deseizeant with vegetable-based oil. Orbi Química operates in three manufacturing units: Leme-SP, Camaçari-BA and Blumenau-SC. Currently, its client portfolio includes large companies such as Martins, Tambasa, Nova Casa, Cofer, Amev, DPK, Furacão, SK, Fortbras and Rede Âncora.
About SVP Worldwide
SVP Worldwide is a leader in the sewing machine market, owner of the Singer, Husqvarna Viking and Pfaff brands. The company currently has a 70% market share in Brazil and a solid presence in the country, in more than 300 customer service points in Brazil. Furthermore, its needle factory in Indaiatuba is the only one in the West, guaranteeing absolute control over the quality of its products. The Singer brand, recognized for its tradition and excellence, has been particularly influential in the Brazilian market, meeting the needs of a wide range of consumers, from those seeking customization and personalization to those who see sewing as an additional source of income.
