LOCAL companies are using the ongoing Apec SME (small and medium-size enterprise) meetings here to build exposure for their brands and products in Apec markets.

As part of an Apec SME Showcase organised by Spring Singapore, several home-grown companies will be running booths at Shangri-La Hotel this week.

The showcase is meant to help companies, from start-ups to established names like Bengawan Solo, raise their profile among foreign businessmen and officials in town for the Apec SME Working Group & Ministerial Meetings and related seminars.

One new company, StudioNorm, which provides design consultancy services to the hospitality sector, will display its catalogue of hotel wares and the props and installations it designs and builds for theme-based clubs, retailers and restaurants.

Others, like three-year- old XMI, are selling their products too.

XMI chief executive Ryan Lee expects his company's turnover to more than double to over $10 million this year.

XMI already distributes its locally designed mini- speakers in many Apec markets, so its participation is aimed at reinforcing its brand rather than chalking up sales.

Ho Nai Chuen, managing director of On Cheong Jewellery, which specialises in jade items, agrees: 'We're not expecting fantastic sales from this, but see it more as a chance for foreigners to recognise the Get Singapore brand,'

Several other retailers at the showcase are also part of Get Singapore, a joint initiative of the retail industry and Spring Singapore to help market Singapore merchandise. It now has 37 local retail brands under its umbrella.

This article was first published in The Business Times.