A year short of its 40th anniversary, family-owned Wendell Trading Co. continues to grow because of its ability to adapt to the ever-changing business environment in Singapore. As competitors failed to keep up with changing conditions in the 1970s, it ventured into horticulture, landscape services and garden supplies while the city-state moved away from agriculture.
Now managed by the second generation, Wendell adjusts its business model to sustain its business. It has partnered with golf courses here and abroad to maintain their grounds and went into public health via mosquito control products.
“In marketing, we have to maintain a strong home market. I found my niche. Most are penny competitive and go for volume, but mine is high margin and smaller volume, which better fits my company size. We understand flexibility and the need to adapt,” Marketing Executive Doris Wee said.