Singer (Sri Lanka) has announced the launch of a new retail channel, ‘Sisil World’ complementing their Singer Plus and Singer Mega electrical and electronic goods stores offering multiple brands.

Describing Sisil as "the pioneer heritage brand in local refrigerators," Singer said that the company saw potential for another multiple brand retail channel. Hence the launch of Sisil World.

Singer acquired the Sisil brand in 2001 from Associated Electricals and last December also acquired several retail outlets as well as the Phillips and Kenwood brands from Hayleys.

"Consequently, Singer saw market opportunity for a new chain of multiple brand retail stores that would be differentiated from Singer Plus,’’ the company said.

Singer Chairman Hemaka Amarasuriya said that the company planned to move Sisil World rapidly into the No.2 slot in the appliance market here behind Singer Plus with the same culture of customer care.

Singer said that a new brand name was necessitated since the Sisil brand represented a renowned product range in Sri Lanka while the new retail chain would include the Sisil brand as well as other world marques.

"Thus we coin the brand `Sisil World’ which means Sisil and much more," Singer said.

The Sisil range which began with refrigerators now includes deep freezers, air conditioners, bottle coolers, water dispensers, home appliances and fans.