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Business Reporter

Upmarket home cabinetry designer and maker Oppein Zimbabwe is expanding its focus to target the middle-income segment of the population after experiencing significant growth since launching in October 2022.

Oppein Zimbabwe operates under a franchise of China’s Oppein Home Group, a leading global manufacturer of kitchen cabinets, wardrobes, and other home furnishings

 Upon entering the Zimbabwean market, the company initially targeted the high-end market segment.

 However, its success led to a strategic shift to also focus on middle-class real estate.

 While Zimbabwe’s middle-income class is largely defined due to its huge informal sector, anecdotal evidence suggests its existence and vibrancy.

 For example, properties currently being purchased or built around the country’s urban, peri-urban and rural areas align with the standards of typical middle-income housing.

 In testimonial remarks during a cocktail party for visiting officials from Oppein  Home Group, Mr Justin Muchabaya, managing director of real estate firm Homelux, said Oppein Zimbabwe had experienced tremendous business growth, which presented an opportunity to expand coverage to the middle-income segment.

 “Oppein opened its doors in October 2022, and so far, it has been an excellent journey. We have witnessed growth in both sales and the number of projects undertaken,” said Mr Muchabaya.

 “The products are well crafted and tailor-made; perfect for the top end because they add significant value to any real estate asset. Oppein is the fitter of choice.

 “As a result of the impact, we have come up with products in Oppein that can fit and support the middle income (segment) so that they enjoy the same benefit value, the same tranquillity that comes when these things fittings are put in their homes.”

 Mr Machibaya stressed that planning home cabinet fittings went beyond just getting a design from a carpenter.  He recommended taking a deeper look by considering the kind of living space and experience one needed to create in their home.

 “It is important that when planning cabinet fittings, you don’t just think about getting a carpenter to provide a design,” said Mr Machibaya. “Go a step further and consider what kind of living space you need and what benefits you want to experience in the room.” This is exactly where Oppein’s services can be valuable, he added.

 During the event, Oppein Home Group’s overseas business development director, Ms Gao Fei, led a comprehensive presentation showcasing their product offerings. She emphasised the exceptional quality that sets Oppein apart.

Oppein Zimbabwe collaborates with leading real estate companies developing housing projects, including West Pro. They are also targeting opportunities at the Cyber City in Mt Hampden. The event attracted various stakeholders from the construction industry.

OPPEIN Group, founded by Chinese billionaire Yao Liangsong, boasts a massive international presence with over 7 200 franchise showrooms in 188 countries.  

Beyond its impressive reach, Oppein offers a comprehensive suite of home design solutions. 

They design and manufacture high-quality kitchens, wardrobes, bespoke furniture, bathroom products, interior doors, and even windows.

According to their website, Oppein secured the top spot globally for kitchen cabinet production and sales in 2023, reaching a staggering 850 000 sets. 

This accomplishment reflects their consistent growth, exemplified by their 29th consecutive year of increasing revenue. 

In 2022 alone, turnover reached US$3,24 billion. Its dominance extends beyond kitchen cabinets, with total cabinet sales exceeding six million sets that year.  

The firm’s products have found a home in over 118 countries, contributing to a market value surpassing US$15,3 billion in March 2021.

Oppein Group differentiates itself in international markets through a unique blend of Italian design aesthetics, European quality standards, and a convenient one-stop shop approach for all your home furnishing needs. They further solidify their customer focus by providing reliable local services in each region they operate.