Soon Lian Hardware

SPECIALIST supplier of aluminium products Soon Lian Hardware started operations in 1984 to supply common grade aluminium alloy and stainless steel products. Today, it provides over 1,200 aluminium alloy products.

Back then, Soon Lian's products found their way to construction sites, signboards and truck and lorry canopies. Now, its customers include the high-growth marine and precision engineering industries.

"We also supply products to other aluminium stockists and traders, as well as customers in other industries," says managing director Tony Tan.

Its initial customer base of 30 local players has grown to 1,000 companies from various industries located in more than 15 countries.

Offices and warehouses here, in Johor and Penang churned out $31 million in revenue and $3.3 million in profit last year, as compared to a revenue of $1.4 million and a loss of $73,000 in 1984.

On Soon Lian's successes, Mr Tan says: "The breadth and depth of our product portfolio gives us a strong competitive edge in the industry, as we are able to meet the diverse needs of our customers."

By providing a large menu of specialised items in a wide range of specifications and dimensions, Soon Lian has built a reputation and track record that is as solid as the products it supplies, and earned the trust of customers and suppliers alike.

However, success has not come without challenges, says Mr Tan. "In the early 1980s, it was about keeping the business viable. We had to work hard to build a good foundation and track record," he recalls.

It was also in the 1980s that Soon Lian started regional expansion to Malaysia, Hong Kong and Thailand. Says Mr Tan of the expansion strategy: "Our vision was to build a company with a regional footprint by tapping on opportunities in surrounding high-growth economies. We need to have a good geographical mix to our topline and bottomline for us to be successful in the long term."

In the 1990s came some growing pains. Says Mr Tan: "Our challenge was in garnering support and gaining the confidence of the banks."

Soon Lian met those challenges successfully. By the time the Asian financial crisis hit in the latter part of the decade, it had become established enough to emerge relatively unscathed. "In fact, we witnessed an increase in business volume during this time," he remarks.

The future, he adds, is all about regional expansion. "We will continue to export to new markets, and also set up a physical presence in new markets to be closer to our customers. Other plans include broadening our supplier and customer bases, as well as further increasing our product portfolio and warehousing capacity."

Soon Lian's growth and development has not gone unnoticed, and this year it will take home its maiden Enterprise 50 award. "We are truly elated to be bestowed with this prestigious accolade," says Mr Tan. "I am tremendously heartened by the dedication and unstinting commitment of all staff who have made the E50 award a reality for the company.

"This will further spur us to strive for our next level of growth. Additionally, the award will heighten our corporate profile and more importantly, convey significant goodwill to the Soon Lian brand name."

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