WHO WE ARE

Malaysia's Leading
Luggage Company

Rofina Marketing (M) Sdn Bhd has grown from its home base in Penang, Malaysia to Kuala Lumpur, Johor Bahru, Ipoh, Alor Setar, and Melaka, being most of the state capitals of Malaysia. Rofina Marketing now has 35 retail stores and a presence in 3 departmental stores in prestigious shopping centres, which carry the brand names Rofina, Cosas United, Roncato, and Lancaster. Our company has also established an operation office for wholesale luggage businesses Sydney.

Currently, our company conducts its operations from its head office in Penang, Malaysia with its 200 full-time employees across Malaysia, including design and marketing strategy teams.

COMPANY OVERVIEW

MISSION

Our Mission in Rofina Group is to become the market leader in the retailing industry and to revolutionize this industry in many years to come. By carrying a wide range of brands, we are able to distribute a range of high quality and innovative products that will help us achieve our mission. With the help of all these brands under our company, we will soon be able to stand proud among the titans and receive recognition by the top leaders of the retailing industry.

COMPANY OVERVIEW

VISION

Our Vision in Rofina Group is to be the best we can in every market that we put our foot into. We envisioned a future that we are able to revolutionize this company to have the strength of a big company. We also would like to achieve a sustainable growth by maximizing returns to shareholders. Besides that, we wish to expand internationally and to stand a chance to be a part of the TOP 10 Travelling Firms and Leather Goods distributor in the world by year 2025.

Years of Experience in Retailing Industry

CORE VALUE

Experienced and Qualified

Our retail outlets, equipped with experienced and qualified front line sales executive has helped to promote and bring up Rofina Group into a higher level of accomplishment.

Well-organized Management Team

With the help of a well-organized management team, Rofina Group has now over 31 retail store throughout Malaysia.

Excellent Professionals

Rofina Group boasts an outstanding in-house team of excellent professionals, ranging from sales & marketing personnel, customer service specialist, R&D engineers, business development executives and also highly trained sales associates to cater to any & all of customers’ needs.

OUR HISTORY

How We Started Rofina Group

1975
1975

First Release

Mr. Soo Boon Chin founded Rofina Trading Co., a partnership principally involved in the manufacturing of traveling bags.

1989
1989

Briefcases

Began the manufacture of briefcases.

1992
1992

Ladies’ Handbags

Began the manufacture of ladies’ handbags.

1995
1995

Trademark

Registered “Rofina” trademark in Malaysia.

1996
1996

Rofina Marketing

Our founder converted the business of Rofina Trading Co. As a partnership into a private limited company, namely Rofina Marketing.

1999
1999

First Retail Outlet

Diversified into luggage and bags retail business and opened its first retail outlet in Megamall, Penang.

2004
2004

One-stop Solution for Travellers

Expanded its product range by including winter apparel and accessories products in line with its vision to become a “One-stop Solution for Travellers”.

2006
2006

Cosas United Trademark

Registered “Cosas United” trademark in both Malaysia and London.

2006
2006

Ragdoll Trademark

Registered "Ragdoll" trademark in Malaysia.

2016
2016

Canton Fair 2016

Participated in Canton Fair 2016 - the 120th China import and export fair.

2017
2017

Lancaster

Appointed as exclusive distributor for Lancaster in Malaysia.

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THE BUSINESS

Rofina Marketing (M) Sdn Bhd is committed to be one of the market leader in the luggage, winter wear & travel accessories industry and to gain international recognition by carrying wide range of quality products through the sale and distribution of the innovative designs of its own brand names and distributorships of products of other brand owners and manufacturers. Our company has successfully set up retail chain stores in major shopping complexes and paves in hypermarkets, supermarkets, and departmental stores in Malaysia. Our company plans to expand its business in Australia and South-east Asia with the concept of one-stop travelling needs’ solution.

OUR INITIAL GROWTH PLAN

OPPORTUNITY & GROWTH

From humble beginnings and with over 35 years of history in Malaysia, our company has continued to re-brand itself into a diversified multi-brand, multi-category and multi-channel luggage, bags, winter apparel and travel accessories business across Malaysia. Our group’s goal is to develop and expand our market share globally. Our initial growth plan can be summarised as follows
  • To develop and strengthen our wholesale business in Australia and thereafter to penetrate the Singapore and Cambodia wholesale markets;
  • To continuously enhance our research and development to expand and upgrade our product design, range and quality;
  • To implement sustainable marketing strategies, including communicating aggressively and strategically through advertising and promotion via social media platforms in view of increasing our online sales;
  • To collaborate and work with more corporate clientele in view of increasing our B2B sales segment.

REVENUE STREAM

Our company’s revenue streams include:

RETAIL SALES

ONLINE SALES

B2B SALES

The audited revenues for the FYE 31 May 2019 indicate revenue growth across these streams from the previous financial year, supporting our directors’ expectation of revenue growth in FYE 31 May 2020. While our directors expect that this revenue growth will continue to FYE 31 May 2020, there can be no guarantee of this occurring. In addition to the revenue streams mentioned above, Rofina marketing anticipates that wholesale business segment will strengthen and add to our revenue stream for FYE 31 May 2020.

MANAGEMENT TEAM

Rofina Marketing (M) Sdn Bhd ’s board and senior management team are qualified and experienced with qualifications and professional memberships in term of branding & designing, marketing, and manufacturing, and are committed to the growth of Rofina Marketing (M) Sdn Bhd and financial performance of our group. The marketing team has wise experiences in location selection for outlet expansion and contracting, marketing campaigning, advertising, and the use of social media as platform to connect with customers.
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Our Story

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