Mr Ang De Yu
It’s every copywriter’s dream to use the catchphrase, “the rag-to-riches story of…”. But how many can truly lay claim to this?
Well, for Mr. Ang De Yu, the founder and Executive Chairman of Super Steel Pte Ltd, this expression is not by any stretch of the imagination exaggerated at all. He was a ruddy 21-year-old young lad who would worked by the day, and by night he would pore over books on steel, squeezing in accounting classes by the side too. This upwards-learning spirit went on for three years until 1983.
Then in 1997, the financial crisis struck, and the effect sent terrible ripples worldwide. Yet, in troubled waters, Ang saw opportunity. Ever the solution-seeker, Ang set up Super Steel Pte Ltd in 2005.
He had noticed a gap in the industry, and so the businessman set out to become Singapore’s leading repertoire of the popular metal. Within three years, the company received the Enterprise 50 Awards’ nod of approval, in recognition of the “best and most enterprising Small and Medium Enterprises (SMEs) in Singapore”.
Today, the company rides on a resounding success that is produced by Ang’s sheer drive, business wit, and a humble spirit of never taking things for granted. To his staff he provides listening ears, to consumers he will rather rake in losses than dishonour his word, and he always tries to lend a practical helping hand to talented, smaller companies who need just that push to succeed. As for competitors, the way is never to fight but instead, to wisely identify the areas that Super Steel may value add others’ businesses so it’s a win-win deal for all. “Even banks tell me they can approve my requests and still sleep well at night,” says Ang, displaying a clear sign of the healthy financial systems set in place at Super Steel.
With footprints in over 10 countries globally, and a sound e-commerce system in place – the future is surely solid as steel for Super Steel.