Since its introduction to Sri Lanka in 1877 with the sewing machine, Singer has grown into a house – hold name synonymous with trust, progress and accessibility. Over nearly a century and a half, the brand has been a constant in Sri Lankan homes, adapting to changing times while staying true to its purpose: to enrich lives and make aspirations accessible.
Today, Singer operates more than 400 showrooms, four modern factories and has a presence in all nine provinces. Its multi-brand, multi-product portfolio has grown alongside generations of Sri Lankans, creating jobs, supporting local manufacturing and driving economic activity across the island.
But scale alone does not tell the full story. For decades, Singer has evolved in step with the changing lifestyles of Sri Lankan households, remaining a trusted partner for every major upgrade, whether furnishing a new home or replacing an essential appliance. Now, the company is focused on modernizing its retail experience, grow – ing B2B and digital channels and expanding into new product categories.
Mahesh Wijewardene, Group Managing Director of Singer Sri Lanka, explains how the brand continues to deliver relevance, accessibility and aspiration at scale.
With an established track record of over 145 years and a penetration of approximately 30% of Sri Lankan households, how has Singer maintained trust and relevance across multiple generations?
For a company that has been around for over 145 years, relevance is everything. You don’t survive this long without evolving. At Singer, we keep the brand fresh, vibrant and connected to the people.
Singer began with sewing machines but understood early that it could not rely on one product forever. When the economy opened in the 1970s, the company diversified into home appliances, built manufacturing capabilities and expanded its retail network. As preferences shifted in the 2000s, Singer evolved into a multi-brand, multi-product retailer that also embraced digital devices.
Distribution channels also changed. Singer entered wholesale and trade, and in 1999, launched Singer Mega, a modern retail format anticipating the growing popularity of shopping malls. Today, 30 Mega outlets offer an elevated shopping experience. We’ve also embraced e-commerce to remain accessible to all Sri Lankans overseas too. Trust built through dependable products, strong after-sales service and a deep understanding of consumer needs remains central to the brand’s appeal.
In what ways is Singer evolving its retail model to adapt to changing consumer behaviours and digital commerce trends?
The pandemic marked a turning point for e-commerce. Fortunately, Singer’s online platform was already in place when COVID-19 disrupted retail. We were ready when the need arose and we’ve continued to invest in the site, recently relaunching it with new features to stay in step with global trends.
While e-commerce is growing, it still accounts for a smaller share of business because appliance purchases are high-value, family decisions where customers prefer to see the product in person. Globally, this behaviour is consistent.
That said, the journey increasingly starts online. Speed and convenience are critical: a slow site drives customers away. E-commerce is therefore a key part of Singer’s omnichannel approach, connecting online research, social media and digital ads with an in-store experience that finalises most purchases.
How does Singer ensure a seamless customer experience across retail, financial, and service touchpoints?
Singer’s deep reach. With over 400 outlets, wholesales, distributor network and B2B channels and a comprehensive e-commerce presence, keeps it close to customers. While showroom space is limited, the company stocks more than 3,000 active SKUs. In-store screens display the complete catalogue, and orders are delivered within 48 hours.
We also provide in-house financial services, such as Singer Simple Pay, which allows flexible payment plans tailored to each customer. After-sales service is equally robust, supported by 18 service centres and 300 touch points across the island. Our ERP system integrates these services, tracking every customer’s journey, including loyalty rewards through our Red Point system.
The real backbone is our people. With nearly 4,000 customer-facing staff, we invest heavily in training through a centralised learning system, so every branch is current, even with fast-changing categories like mobile devices.
Singer has partnerships with 60+ international brands. What factors drive this portfolio?
Singer’s approach to partnerships is guided by a simple principle: choice for every Sri Lankan household. Whether entry-level, mid-range or premium, the product portfolio is carefully structured. It’s not just variety. We curate. For example, in mobile phones, we focus on the right mix of mid-range models that drive volume and a few premium options for niche demand. We also bring new launches to market quickly. Equally important is visibility. Even during challenging times, Singer invests in marketing to ensure the brand stays front of mind.
Singer operates multiple local manufacturing facilities and over 400 retail outlets. How does this empower local communities?
Singer’s presence has a ripple effect. Each outlet creates employment, generates income for landlords and supports local ecosystems of suppliers, service companies, advertising agencies and logistics partners. Overall, in Sri Lanka, Retail accounts for about 15% of national employment, and Singer too is a significant contributor to that number. Local manufacturing also matters. Around 35–40% of Singer’s sales come from products made in Sri Lanka. Four factories produce refrigerators, washing machines, furniture, light engineering products and sewing machines, some operating for more than 30 years and continuously upgraded.
With dedicated training programmes in sewing and fashion design for young women, how does Singer approach gender equity and empowerment?
One of Singer’s most impactful initiatives is its sewing and fashion design schools, which have been operating for over 62 years. Today around 5,000 students are enrolled in 52 centers island-wide. The schools offer structured training and NVQ certification, enabling graduates to find jobs in the garment industry or become self-employed entrepreneurs. Many graduates set up home-based tailoring services; others return as trainers, creating a cycle of empowerment that strengthens communities. Women also play key roles across the retail network as front-line staff and managers. The one area we know we must improve is at the top management gender mix. We’re conscious of it and committed to progress.
Singer Mega showroom in Ja-Ela.
Singer has introduced sustainability initiatives, including solar-powered manufacturing and e-waste recycling. Where does sustainability stand in the company’s long-term strategy?
Sustainability is central to Singer’s future. Aligned with the Hayleys Group ESG framework, we have introduced energy-efficient products and environmentally responsible practices. Singer was one of the first companies to manufacture refrigerators using zero ozone-impact gases, setting a new standard for the local market. Several factories now run on solar energy, and Singer outlets accept used electronics/e-waste for safe disposal, partnering with certified recyclers. We are also focusing on “end-producer responsibility,” which considers the full life cycle of products.
What are Singer’s key priorities in the near and long term?
Sri Lanka’s per capita income is around $4,000. As incomes grow, aspirations shift. Globally, once incomes cross $6,000–8,000, households upgrade appliances more often and invest in better living. Our role is to anticipate those needs and be ready. Our immediate priorities include understanding evolving customer expectations, modernizing showrooms (with 200 already upgraded), adopting Power BI and CRM tools, and leveraging data-driven marketing to enable hyper-personalization through AI. We are also developing institutional and B2B opportunities, particularly with new housing developments and the hospitality sector. In the long term, Singer is exploring adjacent categories, including light vehicles and agricultural equipment.
Further information about the 100 Most Valuable Brands in Sri Lanka:
Sri Lanka’s Top 100 Most Valuable Brands
Introducing Brand Finance and Sri Lanka’s Most Valuable Brands
Brand Valuation Methodology: Identifying Sri Lanka’s Top 100 Brands