Sheng Tai Goes Global With JUSTIME - A Branded Collection of High Quality Bathroom Products

The Sheng Tai Brassware Co., Ltd. today is one of the most experienced original equipment manufacturers (OEM) and original design manufacturers (ODM) in Taiwan, and now offers a comprehensive range of products including faucets, showers, wall mounted accessories and associated accessories like basins, furniture and mirrors.

Sheng Tai began making brass and copper bathroom fittings in the central Taiwan county of Changhua in 1976. Since then, Sheng Tai has developed a global awareness by being recognized for the quality and design of its products linked with a management ethos that encourages open and two-way collaboration with its customers.

The company employs 200 workers in its Taiwan plant and more than 2,000 in Thailand. Up to 97% of the product produced is exported, with 40% going to Europe, 50% to the United States, and more than 5 % to the Middle East and the Asia sub-continent.

The JUSTIME collection is the culmination of over 30 years of experience and delivers latest design and features that today's market demands. It has already won high praise from the New York Times at the 2007 KBIS for excellent design and quality.

Delivering Innovation, Function and Modern Design

JUSTIME was born as a brand 15 years ago and has become one of the most successful Taiwanese brands in the global bathroom marketplace.

Customers understand that a product marked JUSTIME is marked that delivers, design functional excellence.

Sheng Tai started out making brass bathroom fittings and components for OEM customers and over time accumulated considerable manufacturing expertise together with a trusted following of overseas customers. When it felt itself ready, it set out to develop its own collections and market branding.

No one has done more to boost Sheng Tai into its position of pre-eminence today than Chinger Pan and James Hwang, the company's directors of Marketing and R&D respectively. Pan defines the brand JUSTIME as being "The statement of time," confirming that Sheng Tai leads the market by continually developing and supplying products with latest innovations and the most advanced functionality.

Born Out of Continual Product Development

Sheng Tai believes that if it is quality that brings a product to life, it is design that gives it a soul. This belief prompts the company to engage constantly in R&D, which is Hwang's area. With years of work, his R&D team has developed into the foremost factor in the firm's success.

Added value is key to both Sheng Tai and its customers. To this end, the company has moved to develop new products made of mixed materials and has expended considerable efforts doing research, in cooperation with its contract suppliers, in the application and use of non-brass materials. This was difficult to begin with, Hwang concedes, as Sheng Tai was not familiar with the characteristics of such materials.

However, with perseverance the company has overcome technical obstacles to learn how to perform specialist processes. This has enabled Sheng Tai to produce bathroom products with compact, eye-catching appearances that give them a distinct presence and position on any retailers' shelves or in distributors catalogues.

The company also places heavy emphasis on improving the functionality of its products and Hwang accomplishes this task based on his own experiences, coupled with customer feedback and ongoing design and development initiatives. This has contributed greatly to the market reputation that JUSTIME collection has earn today.

During 2008, the company will see the launch of its 6900, 6920, and 6909 series of product, all of which feature latest styling and ultra-compact structures that will differentiate them from the competition. Pan is certain that such products will soon become the global norm.

Spans the Middle to High Segments of the Market

JUSTIME branded bathroom products and kitchenware won high praise from the New York Times at the 2007 KBIS (Kitchen/Bath Industry Show) for their excellent quality and reasonable prices, and were termed the perfect combination of products for the middle and high end levels of the market.

Currently focusing its promotional efforts on the Middle East, Pan has attended the Big 5 show in Dubai several times, and with significant interest having already been received for its JUSTIME collection, he now believes that a collection needs to be developed to span the entry level through to the middle segments of the market.

The Future

Pan has a clear vision about the future of the bathroom environment. He says, "It is becoming a room for relaxation, refreshment and for those quiet moments of reflection we all seek. The bathroom should be seen as the center of Wellbeing for us all." It is Pan's mission to lead Sheng Tai into a new era of leading edge development to ensure total delivery of these experiences for all consumers across the global.

Sheng Tai Brassware Co., Ltd.

No. 99, Sec. 3, Chang Tsao Rd., Ho Me Chen, Chang Hua, Taiwan

Tel: 886-4-762-9971-4

Fax: 886-4-752-6980

E-mail: shengtai@ms10.hinet.net

http://www.justime.com, http://www.shengtaibrassware.com.tw