Family Umbrella Company

A full range of family-inspired umbrellas

The showroom of Family Umbrella vividly reflects the truism of its name. It shows up literally an entire family of umbrellas, ranging from children umbrellas, folding umbrellas, stick umbrellas, golf umbrellas, ladies umbrellas, promotion umbrellas to parasols and beach umbrellas, etc.

"Since we aim at the premium umbrella segment, we are serving a much wider and diversified market than other regular umbrella manufacturers. Our client base is widely spread across different industries, each with its own brand images and style. Myriads of choices are therefore essential to cater to the hugely varied demand," explains Miss Susan Tai, executive officer of Family Umbrella.

Among its diverse range of umbrella products, Family Umbrella has a number of signature pieces that win the loyalty of their customers. Miss Tai elaborates, "One of our current popular items is the easy-open-and-close series. It demonstrates a genuine user-friendly design. The innovative one-hand-operated function definitely gives users an extended convenience while entering indoor areas or cars, minimising all that awful mess in rainy days. What's more, they are light in weight which makes it an absolute effortless shelter on-the-go."

At Family Umbrella, most umbrellas are made as smart promotional tools for clients who seek eye-catching visual publicity for their brands. The printing on the umbrellas is working the magic.

"Our new aqua-magic printing technology enables the original invisible logos or patterns printed on the umbrellas to be manifested under rain. The change itself is already a great fun to users. Just imagine your brand name jumping out under the rain! This very special visual effect serves great promotion purposes for our customers," introduces Miss Tai.

The company currently produces umbrellas for a lot many well-known brands. The names include Budweiser, Brooks Brothers, Fiorucci, Gundam, Heineken, Mobil, Playboy, Tommy Hilfiger, and Vodafone, etc.

"Our products are mainly shelved in accessories and premium section while some are ordered as giveaways. Besides producing for famous brands, we also get much business orders from promotional tie-ins," Miss Tai claims.

Notwithstanding the broad spectrum of umbrellas available, Family Umbrella is capable of rolling out 80% of them at its production factory in Shenzhen of China. The remaining 20% refers to parasols and beach umbrellas, which are outsourced to other suppliers.

"We have maintained stable working relationship with a number of reliable manufacturers to ensure the premier standards of our outsourcing production. With close and effective quality-checking system, such complementary production is in our customers' favour."

Family Umbrella has grown from strength to strength as a family-woven business. "As our company name implies, we are running a family business that strive to take care of every customers' needs like our family members," Miss Tai takes pride in the company's family-inspired values.

Aside from delicate customer services, Family Umbrella is well-built upon their long-earned expert knowledge in the trade. Since its start, the company has been operating under a family of over-10-year-veterans in the umbrella-manufacturing industry.

"It takes more than just producing quality umbrellas as told. For most of the time, our customers come to us with very primitive idea on the design. We then work with them closely to get the idea realised in the best possible way," elaborates Miss Tai.

The strategic partnership between Family Umbrella and its customers has earned the company an acclaim as a total solution provider.

Family's umbrellas are especially popular among Western European customers. "We mostly sell to the U.K. and France. These two countries have so far made up one-third of our business. Other major markets include Germany, Italy and Spain," says Susan.

"The European market is pluralistic and customers come with diversified tastes," adds Susan. "We have come to learn that German customers prefer eye-catching colourful designs, while those from Italy are generally big fans of romantic-floral-patterned umbrellas. Eastern European customers, on the other hand, greatly appreciate classic deep-coloured designs."

"Respect, understand and eventually reflect the different culture through product designs is the success key to global marketing. And this is what we endeavour to achieve over the years."

Family Umbrella has started tapping into the Eastern European market a year ago. Attending international trade fairs and advertising at trade publications are sought as effective ways to market its products.

"The Asia Expo - Poland fair we exhibited this June has helped us gain access to the great business opportunities in the territory. In view of its growing economy, Poland is emerging as a young thriving market with enormous potential," says Miss Tai with optimism.

Family Umbrella fully captures the winning formula for business growth in advertising premium sector: keeps rolling out brand new products and designs on a regular basis.

"We used to push new designs to the market before the hectic fairs season. That keeps our in-house designers on their toes. Our ever-renewing designs render non-stop inspirations and surprises to our customers," concludes Miss Tai.