Singapore Volume 11

2 4 | S U P E R B R A N D S V O L U M E X I MARKET Champs Industrial Pte Ltd is a home-grown Singapore company incorporated in 1996 with extensive factory and manufacturing capabilities and background. Champs Industrial specialises in electric water heaters with an established and strategic network of dealerships through the Asia Pacific and the United Arab Emirates, in countries such as Fiji, Indonesia, Philippines, Singapore and Dubai. In addition to the focus on producing contemporary and sophisticated products, Champs Industrial understands the importance of having a water heater that is safe, practical and user-friendly for the entire family. Thus, Champs Industrial’s exclusive positioning differentiates itself through the emphasis on safety features, recognising the importance of customer service and continuously striving to improve and value- add features in a water heater. Champs Industrial envisions itself as a multi- disciplinary brand offering a range of sanitary products for the brand-conscious and savvy urban consumer. ACHIEVEMENTS Champs Industrial prides itself on engineering and manufacturing products for consumers that are reliable, durable and safe. With the company’s emphasis on adhering to stringent quality control standards, Champs Industrial’s water heaters comply with the highest safety standards from Singapore (PUG/PSB), China (CCC) and Malaysia (JBE/SIRIM) certifications. As a further mark of its quality commitment, Champs Industrial achieved its ISO 9001 certification, design and Singapore Quality Mark awards in 1996 and 1997. Apart from the emphasis on safety, Champs Industrial also places utmost importance in the aesthetics of water heaters. The brand was awarded Singapore Design Award in 1996 & 1998 with “Trimark” and “Virgo” water heater series respectively. In 2018, Champs Industrial was voted as a favourite brand within the home water heater category in the Superbrands Singapore awards. These accolades are a firm testament to the company’s commitment to manufacturing safe, functional, yet stylish water heaters. It also reflects consumer confidence and brand acceptance towards Champs Industrial’s products. Spurred by the constant drive to enhance consumers’ quality of life and to be in the forefront of technological advancements, Champs Industrial is proud to introduce the World’s First Ultraviolet-C (UV-C) Water Heater with built-in water and air purifier technology. HISTORY Champs Industrial Pte Ltd was established by Cheong Hock Guan Water Heater Centre Pte Ltd (CHG) in 1996 to serve as the manufacturing and research arm for the brand 707 and to expand CHG’s overseas presence through exports. In the 1950s, Mr Cheong Hock Guan established CHG retailing electrical and sanitary ware, as well as providing certified electrical services. He led the business with a fundamental and strong belief in delivering quality products and services. With this core belief, CHG was awarded a contract to supply sanitary wares to 32 key hotel projects (including Hyatt Hotel, Phoenix Hotel, Miramar Hotel) and close to 50% of the shopping malls (including Katong Shopping Centre, Specialist Centre, Golden Mile and Plaza Singapura) in the 1960s which earned the company significant success. When Mr Allan Cheong took over the reins of CHG from his father in 1965, he made a strategic shift in the business and ventured into the domestic water heater market. In a bid to provide customers with better quality and safer water heaters, Mr Allan Cheong worked with a British partner and successfully introduced high quality and reliable shower heaters to Singapore with the 707 brand of water heaters. A leading household water heater brand since the 1970s, 707 was presented the Singapore Prestige Brand Award 2010 – Heritage Brand. Since Champs Industrial’s inception, Champs Industrial has evolved into a multi-disciplinary company that specialises in the design, development, engineering and manufacturing of a suite of sanitary products for disinfection and sterilisation. PRODUCT Innovation, research, engineering and consumer insights have elevated Champs Industrial to be the leading household water heater brand with its superior performance and exceptional ease- of-use. The existing core line-up of water heaters such as ‘Trimark’ and ‘Carlton’ has proved the