Press Release

Swedish Sewing Machines for Japan

Sweden’s leading maker of sewing machines, Viking Sewing Machines AB, has embarked on a long-term venture in the Japanese market. A representation office with a staff of four has opened in the Japanese capital, Tokyo, and work is now under way on building up a network of resellers on the European and American model.

Viking Sewing Machines AB is focusing its efforts primarily on the Japanese embroidery market, which is the second largest – after the USA – for sewing machines with embroidery functions. The machines being sold in Japan are developed and made in Sweden, but language and instructions have been totally adapted to meet the needs of Japanese consumers.

Viking Sewing Machines AB has set its sights high for a market where around a million sewing machines are sold annually. The company will mainly be marketing and selling models towards the higher end of the price range, including Designer I, which can be used both for sewing and embroidery. Designer I is equipped with a display on which the user can both see and adjust patterns downloaded from diskettes or the Internet.
”I anticipate that it will take between three and five years to get where we are aiming to go”, says Rolf Gren, head of the venture in Japan.

For further information please contact:

Hans-Peter Hindrikson,
Viking Sewing Machines AB
tel: 036-14 73 70,
mobil: 070-699 37 00