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Prizm brings new focus to ATL

BY KARENA BENNETT
Business reporter
bennettk@jamaicaobserver.com

Wednesday, October 04, 2017

Retail giant Appliance Traders Limited (ATL) has expanded its product offering to include domestic and commercial appliances under the Prizm brand.

The company, which unveiled the products last Thursday at Devon House in Kingston, says it now has its eyes on the regional market to capture additional market share.

“We want to flesh out the Prizm line and we'll look to see how far it takes us. I believe that the Prizm products can have regional appeal; its good-quality product at a reasonable price that we can ship anywhere. I think that's probably going to be our focus for the next two years,” Managing Director of ATL Danville Walker told the Jamaica Observer.

He added that with the branded existence in roughly 25 hotels across the Caribbean through its parent company Sandals Resorts International, ATL has already proven itself fit to take on the task of serving the Caribbean.

“We can answer the call,” he told the Business Observer.

Prizm's merchandise now consists of smart televisions, fans, commercial laundry equipment, and refrigeration, along with its renowned standard and inverter air conditioners, generators and minibars.

The products are being targeted at young professionals, small businesses — including grocers, hotels and restaurants — as well as corporate giants. As part of its promotion for the Jamaica Observer Takes Style Out tomorrow, ATL will offer discounted prices on the newly designed products.

The company highlighted the Prizm Ultra High-Definition 4K Internet-ready smart televisions as one of the most sought-after products for the brand.

“A big part of our focus has been on convenience and addressing challenges consumers might have with disposable income. Prizm is significantly less expensive than other models, so the result is that it bridges the gap by facilitating a wider demographic — the successful business owner who still wants to cut operational costs, but still has a solid, trusted product; or someone else who aspires to simply improve the place they go home to.

“Prizm is a brand we stand behind with full warranty and will redefine how people view luxury,” Walker reasoned.

Operating in Jamaica for 50 years, ATL has established its footprint in three sites across Jamaica, namely Half-Way-Tree Road, St Andrew; Newlin Street, Ocho Rios; and Bogues City Centre, Montego Bay.

According to Walker, the company pooled its team's technical expertise with extensive research and visits to top overseas manufacturers in engineering to seek quality appliances that maintain the ATL standard while providing an economical option for clients.

Through its other exclusive brand, Aquatemp, ATL has been trading commercial fryers and ranges with ovens.