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With ‘sticky’ customers supporting steady earnings, Choo Chiang eyes further growth with Mainboard transfer

Teo Zheng Long
Teo Zheng Long • 8 min read
With ‘sticky’ customers supporting steady earnings, Choo Chiang eyes further growth with Mainboard transfer
Choo Chiang's executive chairman and CEO, Thomas Lim, is not resting on his laurels. He is eyeing further growth for the company by acquiring other businesses, including suppliers further up the value chain. Photo: Albert Chua/The Edge Singapore
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Thomas Lim recalls getting paid $30 per month as a 12-year-old canteen boy. When the chance came to earn $10 more by working at an electrical parts shop, Lim seized the opportunity.

Not only did Lim pick up the ropes at the electrical shop, but he also got his younger brother Rocky, to work for the same shop owner. In 1977, after about a decade as employees, Lim and his brother, together with another investor, each took out $6,000 to start Choo Chiang Electrical Trading Services from a humble shop on Dunlop Street.

In those early years, Singapore’s economy was growing rapidly and business for Choo Chiang was brisk. With construction and manufacturing activities humming along in the developing city-state, there was steady demand for electrical cables, cable trunking, power tools, circuit breaker boxes, and various knick-knacks without which building and construction work could not be completed. These products are required not only during the construction phase but also during regular renovations and fit-outs.

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