Mega Hardware is a company based in Jordan with a number of business units including: Retail, Wholesale & Distribution, Proprietary Label Development. The Retail store – also under the name Mega Hardware – is a fully fledged hardware store with up to 30 departments. The store serves both households and corporate customers and works with the slogan of; Complementing you Home, Serving your Business. This is synomous to the scope of breadth of the product range which encompasses daily needs for the household; ranging from kitchen supplies, Do-It-Yourself tools and power tools, to Professional End Users, Contractors, Industrial Companies, Non-Governmental Organizations, and Corporate Clients. Mega Hardware has launched its Proprietary Labels five years ago all under the trade mark MEGA including; Mega Professional Power Tools™, Mega Home Appliances™ and Mega Hardware™.
Easy Engineering: What are the main areas of activity of the company?
Mega Hardware: The company is focusing on it Proprietary Label and has heavily invested in the product development of the different ranges of its three labels, to continuously grow the product ranges and cover a wider range of consumer needs by bringing the latest innovations at the best prices possible. As mentioned earlier, the company sells these products through a number of channels be it Online, and through its retail store, in addition to modern sales channels to hypermarkets, electric stores and other DIY stores.
E.E: What’s the news for 2020 about new products?
Mega Hardware: In light with the ongoing pandemic, Mega Hardware has expanded its existing range of personal safety range to include medical masks and gloves. Mega Hardware has also expanded its lighting range to include flood lights, LED panels, and other decorative lighting with filaments. Batteries were also launched (like AA and AAA) with good reviews and a long life. Mega Hardware is currently developing a high-end gardening tools range which operates on gasoline to give better mobility for farmers and gardeners. With respect to power tools, Lithium batteries are the dominant type of batteries, and Mega Professional Power Tools™ cordless range all comes in Lithium with the option of 4Ah and 2Ah. As for Mega Home Appliances™, the company is moving in the direction of launching a heavy household range in the coming months.
E.E: What are the ranges of traded products?
Mega Hardware: Mega Hardware has launched its Proprietary Label five years ago all under the trade mark MEGA. Mega Professional Power Tools™; including power tools (cordless & electric), gardening tools and cleaning tools. Mega Home Appliances™ includes kitchenware and houseware electric products ranging from beverage preparation, temperature control, garment care and food preparation products. Finally, Mega Hardware™ encompasses a wide range of products including hand tools, safety items, water pumps, LED lighting and batteries just to name a few.
E.E: At what stage is the market where you are currently active?
Mega Hardware: The market in Jordan is a small and yet a very competitive one. The market is very price sensitive, unfortunately the GDP per Capita hovers around the USD4,000 mark per year. This level is one of the lowest in the area and is not comparable to gulf countries. The market in general lacks a strong purchasing power and appetite, this is why price is key for us and for our product range offering. The online market is still in its early stage development, consumers are still in the early stage of the learning process. Having said that, lockdowns posed due to COVID has improved online sales channels and I expect this to continue. This has changed consumer behaviour and has instilled new habits when it comes to shopping.
E.E: What can you tell us about market trends?
Mega Hardware: The market in Jordan has tangibly moved into becoming a modern one, with a segment from our consumers being more service centric and having improved technical knowledge. Online business is also on the rise; however, it has a lot of catching up to do with other mature markets in neighbouring countries.
E.E: What are the most innovative products marketed?
Mega Hardware: For Mega Professional Power Tools™, household consumers and professional end users have well received our tool kits which is a power tool along with a tool box of hand tools. Our best selling was a 24Volt Hammer Drill with a 72 piece tool set. High Pressure Washers from the same range are from the top sellers in the cleaning category with most models suitable for both households and professional use. Brushless technology has also been introduced in the range for both Drills and Wrenches. These tools are suitable for professionals and their technical reviews have proven that the quality is durable for the brushless power tools.
E.E: What estimations do you have for 2020?
Mega Hardware: 2020 was a challenging year globally, both the Jordan market and the region has had their shares of these economic challenges and downturns. We are however, optimistic for 2021 and with the ease of lockdowns –hopefully- sales channels will widen and Mega Hardware will have then launched its product ranges in the Saudi market as a start to its penetration in the Gulf area.