Singer Bangladesh- A Year-End Performance Review3 min read

The above graph clearly indicates that the company’s revenue was growing at an average rate of 22.5% before the Covid pandemic. The company was most affected in the second quarter (April- June) due to country-wide lockdown restrictions in the country. Effectively no sales were made during April & May and few sales were made during June. In Q2’20, Singer’s revenue was declined by 23.7% YoY due to the lockdown restrictions. The company recovered very well in the second half of 2020 through aggressive sales initiatives for which the revenue decline was only 2.8%.

Singer Bangladesh Ltd is clearly focusing on its wholesale network to increase distribution around the country. Although retails outlets have increased by 70 within 5 years, the dealer number has more than doubled within the same timeframe.

Read more: Singer unveils special edition refrigerators marking 50 years of Bangladesh’s independence.  

Segment-wise Performance

1. Home Appliances: Home Appliance which contributed to about 67.4% of the total revenue in 2020 decreased by 8.2% YoY in 2019. In 2020, the revenue from this segment was Tk 10,137.0 million which was Tk 11,049.8 million. Air Conditioner which falls into the home appliance segment decreased by 28.2% YoY in 2020. Revenue from Air conditioner in 2020 was Tk 1,468.4 which was Tk 2,044.2 in 2019.
2. Consumer Electronics: The segment contributed to about 17.2% of the total revenue. The Consumer Electronics segment grew by 1.4% YoY driven by 0.7% YoY growth in Television sales.
3. Others: Sewing & Furniture sales declined in 2020 compared to 2019. Furniture sales took the most hit by declining 97.6% YoY (2020: Tk 4.0 million, 2019: Tk 169.2 million). Other Appliances segment grew by 67.3% YoY.

Future Ahead

2021 looks to be another uncertain ride for the company. Till February’21 it looked like the economy will rebound again due to the vaccination program & low coronavirus infection count. However, since March’21 it looks like the second wave of Covid-19 has started in the country. On April 1, 2021, new infections skyrocketed to 6,469 which is the highest recorded in Bangladesh till now. If the government imposes restrictions like last year, then Singer Bangladesh revenue might not be on the growth trajectory the management would hope for. The company’s new focus on E-commerce distribution might help in continuing operations even if new restrictions are imposed by the government.

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