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Ensuring quality hardware at affordable prices

"Excel will invest heavily in web and mobile commerce for future growth," says Mr Kaden Choa, adding that the company is in the midst of a corporate rebranding campaign.

DISTINGUISHED Award winner Excel Hardware Pte Ltd was founded in 1998 by managing director Kevin Choa as a hardware supplier in Singapore starting with a humble range of 50 products. With nearly half a century of industry experience, Mr Choa has developed Excel into a company that strives to meet and go beyond the needs of its clients.

Says Kaden Choa, marketing director of the company, who received the award trophy: "As a Singapore brand, the Excel vision is to create an enhanced lifestyle for everyone. Our business idea is to offer an extensive variety of well-designed, functional residential and commercial hardware products and services, implementing information and communications technology (ICT) and Internet of Things (IOT) technologies.

"We work extremely hard to achieve quality at affordable prices for our customers through optimising our entire value chain, discouraging over-profiteering by middlemen, building long-term supplier relationships, investing in highly automated production and enjoying economies of scale by producing large volumes," he adds.

The products and services that Excel provides are: furniture hardware, hardware and tools, door ironmongery, high pressure laminates, LED lighting, walk-in wardrobes, digital signage (LED interactive panel), software development (CMS), smart building (3-D Building Information Modelling), marine and shipyard, business ventures and investments.

Going forward, "Excel will invest heavily in web and mobile commerce for future growth as it's a necessary step to take. We are in the midst of a corporate rebranding campaign with the assistance of a consultancy firm and government support," adds Mr Kaden Choa.

As Excel is expanding and is success driven, the company is looking for potential business proposals, ventures and investment opportunities.

The greatest challenge Mr Choa says he has met in his nine years of experience is Singapore's small population. "It was fine when our total headcount was less than 10 nine years ago. As of today our company employs 42 full time staff in Singapore and 30 in Malaysia. With such a staff size today as an SME, we are even more hungry as we need to acquire a larger market share by going overseas since the Singapore market is not enough for growth. Therefore, we have to overcome it by perseverance in going global," says Mr Kaden Choa.

With Singapore as the headquarters, subsidiary operation warehouse and factories had expanded to countries such as China, Malaysia and Philippines to extend the company's reach.

Excel products and services had been exported and distributed to China, Fiji, Indonesia, Korea, Malaysia, Myanmar, Panama, the Philippines, Thailand and Venezuela.

Winning the One Asia Award will help Excel in terms of global expansion and export strategy. "The award is a form of recognition and show of confidence to my overseas clients and investors alike. I have a lot of people to thank for networking opportunities, particularly Dato Branson Ong from APF Group and Mr Stanley Ng from APTSTAR Consultancy," says Mr Kaden Choa.

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