Elvin Tan on Growing NNIO’s Presence Through Strong Retail Partnerships
Makers at Work
A series that profiles the people behind NNIO: founders, product curators, and thinkers who make deliberate decisions to create better products for everyday living.
Elvin Tan
Key Account Sales Manager at NNIO
What’s your path into retail sales, and what brought you to NNIO?
I’ve been in retail sales for over a decade, working with both global brands and local businesses. My focus has always been on building long-term relationships rather than chasing quick wins.
When I learned about NNIO’s approach of building essential, well-designed products, it felt aligned with how I’ve always believed retail should be done.
In your time here, what’s been the biggest shift in how appliances are sold in Singapore?
The biggest shift is that customers now arrive at the store far more informed. They’ve read reviews, compared prices, and often know the technical specs before talking to a salesperson. The role of retail today is to build trust and confirm that the product fits their needs in real life.
What do you look for in a strong retail partner?
We look for partners who share our values. That means focusing on quality, understanding the products, and being willing to explain features honestly. Price matters, but how a product is presented and explained makes the real difference.
How do you introduce NNIO’s values and product philosophy to store teams?
We keep training sessions simple and hands-on. We focus on why the product is designed a certain way, not just on the feature list. When sales staff understand the “why,” they can explain it naturally to customers.
From your conversations in stores, what do Singaporean shoppers value most when choosing an appliance?
They want something reliable that doesn’t complicate their lives. A product that blends into their home, works consistently, and is priced fairly. Many will pay a little more for something they trust to last.
Is there a product feature or detail that customers consistently react to with surprise or delight?
For our fans, it’s how easy they are to clean. Once we show that you can disassemble the bladeless fan without tools, people immediately see the practicality.
What’s the toughest part of managing retail relationships in Singapore right now?
Competition is intense, and shelf space is limited. You have to constantly prove your product’s value, not just to customers, but to store managers who decide what gets displayed.
Where do you see the biggest growth opportunity for NNIO in retail over the next year?
Our strongest growth will come from deepening our presence with established chain stores. We’re already in many of these spaces, but there’s room to expand our product range within each chain and secure more premium display placements. The key is working closely with their teams so NNIO isn’t just another brand on the shelf but a brand they actively recommend.
What advice would you give to a new sales manager stepping into retail partnerships for the first time?
Listen more than you talk. The store managers and sales staff know their customers best. Understand their challenges before you try to solve them.
