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Shining Example(HKTDC Enterprise, Vol 02,2008)

Aluminium Cases

Posez Production Co Ltd supplies aluminium cases in various sizes, styles and colours for many different purposes

Making a good case for worthy causes may not sound exactly like a commercial activity, but it perfectly describes the business of Posez Production Co Ltd, a Hong Kong-based manufacturer of high-quality aluminium cases.

Posez has been turning out heavy-duty and delicate aluminium cases in various sizes styles and colours for more than a decade. "Guided by our philosophy of a case for every cause, we create items for almost every need, and in response to market demand we continually develop new models," says Sales Manager S.F. Yeung.

The cases prove ideal for storing cosmetics, jewellery, compact discs, tools and important papers; for toting luggage, moving possessions or stashing hobby gear, and for use at concerts, road shows, factories or hospitals.

"Purposes vary with different customers," Ms Yeung notes. "We can tailor-make the inside compartments with dividers or shaped padding to form different designs."

Padded interiors often fit around and protect delicate items such as musical instruments, cameras or computers. Sturdy handles and combination locks are also regular features of Posez's cases, while large models roll on wheels for easy movement.

"Soon, our customers may focus less on tool cases, security cases or travel cases," predicts Ms Yeung. "They may want multifunctional cases instead. So we're developing special items."

Some new cases stand tall enough to hold, or even function, as furniture. One version, with interior shelves, is decorative enough for a home, yet it also packs up for easy transport without the need for removing books or other objects from the shelves. Another case is designed to carry a plasma television set.

"We look for new ways to advance with our products," Ms Yeung says. "That way, we can show customers things they've never seen before."

Aluminium sourced from Taiwan remains the dominant raw material for the Posez range, while some cases also feature wood, PVC, fabric or chrome plating.

"In the late 1990s, the aluminium-case market was huge," Ms Yeung recalls. "Our company grew fast. Only a few Hong Kong companies now make these products, and much of the competition comes from factories in northern China."

Since its first products - camera cases - the firm has expanded to a monthly capacity of 85,000 units, up from 12,000 a decade ago.

Prices of aluminium cases depend on specifications and quantities, but may range from US$2 for a tiny jewellery case measuring 5x6x6cm up to US$500 for a big trunk. "Most cases are silvery in finish, but we can provide other bright colours too," Ms Yeung advises.

In a diversification drive, Posez has created a few metallic gifts, stationery items and games. Its tiniest games come with lightweight cases measuring 10x10x1cm.

With one model, the case holds multi-shaped puzzle pieces that form patterns of fish, trees, animals or other objects. Another version contains magnetic game pieces for playing checkers or solitaire on the case's marked interior. Both slide neatly into pockets, which is perfect for travellers.

"We've introduced about 10 games," Ms Yeung notes. "Visitors at trade fairs really like them."

Offering more than 100 new case products each year, Posez plans to continue widening the product range while building strength in overseas markets, where the firm's innovative designs and quality materials help ensure customer satisfaction.

Mostly distributors, wholesalers or retailers, buyers come from Europe, North America and Japan among other parts of the world. Many of the cases sell in department stores and luggage shops.

"Quality is most important, and we're well above average on this front," Ms Yeung says, adding that the company also provides efficient services. "We try hard to meet even very short production deadlines."

Posez's Hong Kong headquarters also house a product design workshop complete with facilities for CNC milling, lathe/FDM (fused deposition modelling) rapid prototyping and vacuum forming, in addition to a laser system and other advanced tooling and product development machines.

"When prototypes or samples are needed quickly, they are made in the workshop," Ms Yeung explains.

This extra flexibility also allows the company to dispense with minimum order requirements. "For an order of just a few pieces, we can fulfil it from our head office workshop rather than our production line."

Every design and idea supplied by customers can become reality at Posez, where designers and engineers cooperate to meet different market needs worldwide.

The enterprise exhibits at several international trade fairs annually, including the Hong Kong Gifts & Premium Fair and the Hong Kong International Hardware & Home Improvement Fair. It has also participated in trade events in Frankfurt in Germany and Birmingham in the UK.

With such a driven approach, it's not surprising that Posez has grown over the years. "We're seeing yet more steady growth," Ms Yeung concludes.

Indeed, the firm makes a solid case for success in more ways than one.


Fast Facts

Posez Production Co Ltd
Flat 112, 1/F
Poly Centre
15 Yip Fung St
Fan Ling, New Territories
Hong Kong
Tel: 852-2675-7336
Fax: 852-2669-3767
Web: www.posez.com
Year Established: 1992
Major Product Categories: aluminium cases
Brands & Certificates: -
Minimum Order: -
Monthly Production Capacity: 85,000 units
Delivery Time: 45 days
Factory Size & Location: Shenzhen
Workforce: 80