ATL to launch first eco-store for appliances
Published:Sunday | April 21, 2013 | 12:00 AM
Avia Collinder, Business Writer
Appliance Traders Limited has created a new division in the company as it steps up plans to corner a larger market share in the alternative energy sector in which just 25 discrete companies operate.
Paul Grey, ATL's energy and engineering manager, says the alternative market is currently valued at US$20 million and has a lot of room for growth. Its rivals in the market include players such as Isratech Jamaica, FosRich Company Limited, Iree Solar, among others.
ATL will be transforming one of its four stores to focus on this line of business, among other plans. It has already set up the new ATL Energy Solutions division to drive business.
"There has been a significant investment in ATL Energy Solutions with additional developments in the pipeline, including the rebranding of our store in the Manor Park location as a fully outfitted eco-store, the first of its kind in Jamaica," said Grey.
Long-standing partner
The store at Manor Park Plaza, called ATL Elite, was launched as a top-end outlet for the chain whose clientele already tends to fall in higher-income brackets than main street rivals, Courts and Singer.
The eco-store follows another initiative within the ATL Group - a J$8.6m prototype of an eco-villa constructed at Sandals Montego Bay done by ATL in conjunction with long-standing partner Panasonic.
The creation of the new ATL energy division comes months behind ATL's announced venture into the solar water heater distribution market.
The new energy division will market products such as photovoltaic panels, inverter batteries, solar water heating systems, smart thermostats as well as LED. It will also venture into services, including energy audits and assistance to clients to develop blueprints aimed at energy independence, that is, weaning themselves off the Jamaica Public Service electricity grid.
"Our approach at ATL Energy Solutions is to provide scalable options that allow consumers to make the right decision that fits within their budget," he said.
"Consumers can determine to make one small step, such as using LED light bulbs that last for 25,000 hours, or installing an inverter refrigerator as a first step and ultimately move all the way to implementing a fully solar solution."
The company also said its inverter products can save up to 60 per cent on energy bills.
ATL sells the alternative energy products of Israeli solar company Nimrod Industries Limited and Ontario-based Canadian Solar Inc.
The partnerships expands ATL's product lines, which also include DAB, Prizm, Samsung, as well as Panasonic whose inverter electronics promote energy efficiency and low emissions.
Alongside the roll-out of its eco-store in Manor Park, ATL's alternative energy products will be sold at the other three locations in Kingston, Ocho Rios and Montego Bay, and will expand as the market dictates, Reid said.
Credit terms are available on all products, including those marketed through the ATL energy division.
ATL, which has been in operation for 45 years, is in the process of diversifying its revenue streams and target markets. Its recent initiatives include the addition of green appliances to its portfolio, as well as an online shopping portal and an internally funded credit facility for customers.