Vezeni founder and CEO Jiji Mathew, right, connected with many BrandSource members at Summit 2024.
Newcomer Vezeni launched at Summit to meet
high-end needs
By Janet Weyandt, YSN
After years as a successful real estate developer in San Francisco and Chicago, Jiji Mathew recognized there was a glaring need in the industry that he was uniquely positioned to fill.
Specializing in high-end real estate development, Mathew always chose top-of-the-line appliances for his projects, but eventually began to see where even those best-of-the-best brands fell just a little bit short. And he knew just how to fix it.
That was the genesis of Vezeni, a new vendor specializing in ultra-premium kitchen appliances and smart toilets. Using the connections he had in the industry and his specialized knowledge about what consumers wanted, he launched a company that does things the way he believes they should be done.
Exacting Standards
For example, Mathew said, “A high-end brand is $15,000 for a stove, which shouldn’t be made with a plastic handle and knob. It should be metal, it should be quality stuff. It has to be 430 steel. You don’t make it with 304 steel; to me, that’s not good quality.”
The other priority for Vezeni, apart from the highest quality, is warranty and service, Mathew said.
“We have the best product, the best warranty and the best service so (dealers) don’t have complaints from their end customer,” he said. “That’s how we’re going to service them.”
Years of Effort
Vezeni came about after more than seven years of work and three years of product testing, Mathew said, and began rolling out to his property buyers over the last couple of years. Most of those clients request their favorite luxe appliances by name, but Mathew got their attention in a novel way.
“The funny thing is, people who bought the homes from me, they insist they want (a specific luxury brand),” Mathew said. “I say, ‘Come see my product. If you don’t like it, I’ll change it.’ Not a single person changed their stove.”
Mathew and Derek Frye of fellow vendor newcomer Tereaux worked together briefly when both were in the early stages of establishing their companies, and it was Frye who suggested Mathew consider working with BrandSource and participating in its shows.
Building Relationships
Mathew launched Vezeni during this year’s Spring Summit, going all in on a commitment to working with independent retailers.
“We are 100% independent-store focused,” he said. “Whatever they want, however they can make their end customers happy, we are there for them. We are going to stand behind our products, whatever happens. It’s not just about the dollar sign. We want to see them growing.”
Vezeni has two product lines: one mid- to premium and the other ultra-luxe, and both will be affordable within their respective categories, Mathew said.
At Summit, Vezeni displayed some of its products in its EXPO booth and Mathew said the feedback he received from members was nothing but encouraging.
“The show was very, very good for us,” he said. “We made lot of contacts. It was very positive; I’m very happy with the outcome. Most important was how accepting people were. (Frye gave) great advice and I’m very glad that we did that.”
Mathew has big plans for Vezeni, ultimately shooting for $400 million in sales within seven years. He’s starting out with a consumer and customer focus, but stressed that supporting its products and its dealers are the company’s highest goals.
“We want to grow our plans in the very high-end, affordable price point, guarantee the quality, and never deviate from the one goal we have: quality and service,” he said.
