Milux
Milux Sales & Service Sdn Bhd is a Malaysian home appliances distributor founded in 1977, selling Milux- and Euro Uno-branded kitchen, gas, fan, and big appliances through owned e-commerce, physical retail, and authorized service centres to Malaysian consumer households.
- Company typePrivate
- Founded1977
- HeadquartersPort Klang, Malaysia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Milux does
Milux Sales & Service Sdn Bhd (registration 302263-X) is a Malaysian private limited company founded in 1977 that distributes and markets a broad portfolio of home appliances under the Milux brand and the premium Euro Uno sub-brand. Its catalogue spans kitchen appliances (rice cookers including a proprietary "Sugar Less" starch-reducing line, stand and hand mixers, electric ovens, air fryers, blenders, kettles, multi-cookers), kitchenware (built-in cooker hobs and chimney hoods), gas appliances (gas cookers, regulators, rice cookers), home appliances (vacuum cleaners, water heaters, irons), fan series (ceiling, stand, bladeless, table, wall, industrial), and big appliances (washing machines, chest freezers). Notable in-house technical features include the Sugar Less rice cooker technology and a detachable drive-shaft stand-mixer design, alongside compliance marks such as SIRIM certification on selected SKUs.
The firm operates a multi-channel Malaysian go-to-market comprising an owned e-commerce platform (online.milux.com.my), physical retail outlets accessed via a public store locator, and a nationwide authorized service-centre network offering after-sales support, with delivery coverage spanning both West and East Malaysia. It runs the Angkasa member registration program offering discounts up to 50%, and markets through its corporate site (milux.com.my), Facebook, Instagram, YouTube, and email newsletter channels. Revenue is generated through unit-priced hardware sales across price tiers ranging from roughly MYR 51 (gas regulators) to MYR 1,157 (premium built-in hobs), targeted primarily at Malaysian consumer households across kitchen, cooking, cooling, and cleaning use cases. No parent company, subsidiaries, funding rounds, M&A activity, or external capital events are disclosed.
Milux firmographics
Firmographics- Name
- Milux
- Legal name
- Milux Sales & Service Sdn Bhd
- Website
- https://milux.com.my
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Milux Sales & Service Sdn Bhd is a Malaysian home appliances distributor founded in 1977, selling Milux- and Euro Uno-branded kitchen, gas, fan, and big appliances through owned e-commerce, physical retail, and authorized service centres to Malaysian consumer households.
- Ownership category
- akta.pro rank
Milux industry classification
Industry- Product category
- Home Appliances
- NAICS
- Electronics and Appliance Retailers (449210), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362), Small Electrical Appliance Manufacturing (335210)
- SIC
- Household Appliances (3630), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)
- akta.pro secondary industries
- Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH), Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE), Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)
Keywords
Where Milux is headquartered
LocationHeadquarters
- HQ city
- Port Klang
- HQ country
- Malaysia
- HQ region
- Asia
Offices2 records
Markets served
Milux business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Hardware Sales: Direct sales of home appliances including big appliances, kitchen appliances, fan series, gas appliances, and home appliances through owned e-commerce platform and physical retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Stand Mixer MSM-9906 - MYR 190.00 |
| Unit Pricing | Pay-as-you-go | Stand Mixer MSM-9901 - MYR 92.00 |
| Unit Pricing | Pay-as-you-go | Basalt Series Cooker Hob (MGH-C699F) - MYR 1,157.00 |
| Unit Pricing | Pay-as-you-go | Heavy Duty Commercial Blender MCB-2000 - MYR 578.00 |
| Unit Pricing | Pay-as-you-go | Gas Cooker MSS-093H Pragmation - MYR 220.00 |
| Unit Pricing | Pay-as-you-go | Electric Oven MOT-DS80 - MYR 912.00 |
| Unit Pricing | Pay-as-you-go | Gas Regulator M-198CS - MYR 51.00 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Milux product offering
Product offeringCore offering
Milux Sales & Service Sdn Bhd manufactures, distributes, and retails a wide range of home appliances in Malaysia under the Milux and Euro Uno brands. The product portfolio spans kitchen appliances (stand mixers, rice cookers, ovens, hand mixers, air fryers, blenders, kettles, multi-cookers), kitchenware (cooker hobs, cooker hoods), gas appliances (gas cookers, gas regulators), home appliances (vacuum cleaners, water heaters, irons), fan series (ceiling, stand, bladeless, table, wall fans), and big appliances (washing machines, chest freezers). Products are sold directly to consumers through the company's own e-commerce platform, physical retail stores, and authorized service centres across Malaysia.
Product overview
Milux Sales & Service is a leading home appliances distributor in Malaysia with over 30 years of experience. The company offers a wide variety of home appliances organized into product categories including Kitchen Appliances (Stand Mixers, Rice Cookers, Electric Ovens, Hand Mixers, Air Fryers, Blenders, Kettles, Multi-Cookers), Kitchenware (Cooker Hobs, Cooker Hoods), Gas Appliances (Gas Cookers, Gas Regulators), Home Appliances (Vacuum Cleaners, Water Heaters, Electric Irons), Fan Series (Ceiling Fans, Stand Fans, Bladeless Fans, Table Fans, Wall Fans), and Big Appliances (Washing Machines, Chest Freezers). The company also distributes Euro-Uno products as a premium sub-brand. Products are sold through both the main milux.com.my website and the online store at online.milux.com.my.
Differentiator
Problem solved
Functional benefit
Brands
- Euro Uno Products: A product line featuring built-in cooking appliances including cooker hobs and chimney hoods.
Products and services
- Stand Mixer (MSM-9906)
Companies that use Milux
Customer profileSegments1 record
Ideal customer profiles1 record
Milux technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Milux partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Milux competitors and assessment
Company assessmentBroad incumbents
- LG Malaysia: Global appliance major with strong Malaysian footprint in washing machines, refrigerators, air treatment, and kitchen appliances. Comparable product breadth but global incumbent scale.
- Samsung Malaysia: Global major in consumer electronics and home appliances with extensive Malaysian distribution. Overlaps with Milux across washing machines, refrigerators, and kitchen appliances at a much larger scale.
- Sharp Electronics Malaysia (Roxy): Long-established Malaysian operations distributing Sharp-branded home appliances including rice cookers, washing machines, and fans. Comparable in core kitchen-appliance categories but operates as a regional branch of a global multinational.
- Panasonic Malaysia: Global home appliance leader with strong Malaysian presence across kitchen, laundry, and HVAC categories. Competes head-on with Milux across nearly all of Milux's product lines but with vastly larger R&D and brand budgets.
Direct peers
- Elba Malaysia: Malaysian distributor of built-in kitchen appliances (ovens, hobs, hoods) and home appliances. Closely comparable to Milux's Euro Uno built-in line and small-appliance portfolio.
- Pensonic Holdings Berhad: Malaysia-listed home appliance brand distributing kitchen, fan, and home-care appliances through its own retail and dealer network in Malaysia. Directly overlapping in product categories and target consumer base with Milux.
- Khind Holdings Berhad: Malaysian-listed home appliance and kitchenware brand (parent of Cornell and Khind) with similar omnichannel distribution across kitchen, fan, and small-appliance categories. Closely comparable in scale, geography, and product breadth to Milux.
- Cornell (Khind sub-brand): Home appliance brand competing in the Malaysian market across refrigerators, small kitchen appliances and fans. Mirrors Milux's positioning as a value-to-mid-tier Malaysian appliance brand.
Emerging players
- Midea: Chinese appliance manufacturer rapidly expanding across SE Asia with value-priced kitchen, laundry, and small appliances. Directly competitive with Milux on price in commodity segments.
- Haier Malaysia: Chinese appliance brand growing in Malaysian small-appliance and white-goods categories. Emerging competitor targeting overlapping consumer segments with Milux.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Milux social profiles
Digital presenceMilux financial estimates
Financial estimateRevenue estimate
Valuation estimate
Milux leadership team
Management profileNumber of profiles
Profiles1 record
Milux funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Milux M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Milux
What does Milux do?
Milux Sales & Service Sdn Bhd manufactures, distributes, and retails a wide range of home appliances in Malaysia under the Milux and Euro Uno brands. The product portfolio spans kitchen appliances (stand mixers, rice cookers, ovens, hand mixers, air fryers, blenders, kettles, multi-cookers), kitchenware (cooker hobs, cooker hoods), gas appliances (gas cookers, gas regulators), home appliances (vacuum cleaners, water heaters, irons), fan series (ceiling, stand, bladeless, table, wall fans), and big appliances (washing machines, chest freezers). Products are sold directly to consumers through the company's own e-commerce platform, physical retail stores, and authorized service centres across Malaysia.
Is Milux a public or private company?
Milux is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Milux founded?
Milux was founded in 1977. It employs 51 to 100 people.
Where is Milux based?
Milux is headquartered in Port Klang, Malaysia, in the Asia region.
How does Milux make money?
One revenue line is on record: hardware Sales.
Who are Milux's main competitors?
Broad incumbents on record are LG Malaysia, Samsung Malaysia, Sharp Electronics Malaysia (Roxy) and Panasonic Malaysia. Direct peers are Elba Malaysia, Pensonic Holdings Berhad, Khind Holdings Berhad and Cornell (Khind sub-brand). Emerging players are Midea and Haier Malaysia.
Does Milux have an API?
No public API is recorded for Milux.
What industry is Milux in?
Milux's product category is Home Appliances. Its primary akta.pro industry code is CRACACAA, Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves), with a secondary code of CRACACAH, Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact). Its NAICS code is 449210 and its SIC code is 3630.