Going green in the steel business

[SINGAPORE] Steel manufacturing has a negative image of being dirty, noisy and hard work. Hock Seng Hoe Metal Company wants to change this perception by going digital and going green.

The company was set up in 2009 as a steel reseller. In 2014, entrepreneur Sam Chee Keong invested in the business and became its managing director.

Within a year, it began stocking a wider range of steel items. Its sales team and overseas networks were reorganised, its systems went digital and it entered new markets – East Malaysia and Batam.