The Gold-Stroked A

Malaysian distributor of regional and international sanitary ware and accessories, Agrow shares its journey and what the future holds for the world of taps and toilets

Founded in 1981, Agrow Corporation is a distributor and wholesaler of branded sanitary ware, bathroom fittings, ironmongery, doors and other building materials to developers, architects, interior designers, building consultants, contractors and retailers throughout Malaysia. Agrow represents many leading international and local brands including Roca, Johnson Suisse, Jomoo, Claytan, Sloan, Bobrick, Hansgrohe, Presto, Geberit, Duravit, EZ SET, Samsung, Kwikset, Baldwin, Akron, Huskey and LokRite. While Agrow’s original framework was operated like a traditional company, a more competitive market and technological evolutions of recent years have called for the production of their own collection, Akron, as well as rebranding and a new-age marketing strategy. The result: ‘the gold-stroked A’.

With a focus on technological innovations and E-commerce, the new and improved Agrow now looks as luxurious as the products it sells. After originally trying to avoid e-commerce, Agrow can no longer deny the opportunity of such platforms and has recently launched its presence on Shopee as well as Lazada Mall. While the company’s current lineup includes showers, kitchen sinks and taps, it foresees an expansion of its online sanitary ware sales catalogue to include WCs and other large bathroom items.

“In the very near future, people will be buying WCs online. Surprisingly, air conditioners are already selling very well online so I think it is quite possible that contractors and developers will eventually buy what they need on Agrow Mall. There will be no need to issue us a bill; all you have to do is make your purchases online and we will provide you with whatever you need. Unlike the conventional method which is a long time-consuming process, ordering online is so much easier and can be done at any time of the day,” said Agrow’s Executive Director Chan Wai Tatt.

Differentiating itself from its competition by offering information rather than a sales pitch, Agrow representatives happily mix and match compatible products from their vast range of brands in order to suit architectural, design and budget specifications. After-sale services and the ‘Agrow Assurance’ also showcase just how much the company believes in its products. The introduction of premium brand from China, Jomoo into Agrows’ repertoire is also catering to the future bathroom which the company believes is a technologically savvy, hands-free wellness centre in your own home.

Anticipating the business to eventually be 50/50 split between e-commerce and distribution/wholesale, Agrow is excited about the future of bathroom design and sanitary ware, and its new presence as ‘the gold-stroked A’.