Pelikan to raise brand awareness in new home

PELIKAN Holding AG president Loo Hooi Keat's involvement with the global brand name began when he was offered to run Pelikan’s Singapore unit back in 1992. 

“As part of the package, I was offered a 25% stake in the company,’’ he told StarBiz at the group’s facility in Puchong, Selangor.  

Within two years, Pelikan Singapore-Malaysia Pte Ltd annual sales had tripled and during the same time, Loo gained 100% control over the company as Pelikan Holdings AG began a series of restructuring exercise, involving the disposal of its non-core assets. 

“By the end of 1995, I was offered the rights to distribute Pelikan products to the whole of the East Asian market including Japan,’’ Loo said. 

At the same time Pelikan Holdings AG had shed off much of its unprofitable businesses, which included its well-known office supplies division. 

“The group lost it focus by moving too fast into new business areas and borrowed extensively,’’ Loo said. 

As the result, the group went into financial difficulties and was forced to sell most of its assets.  

Loo, who was at the time running an independent but profitable unit in the East Asia market, was invited to acquire a stake in Pelikan Holdings AG in 1996. 

“Prior to the takeover, we engaged a consultant to clean up the company.  

“Fresh capital was injected into Pelikan and the Malaysian parties, through a company Goodace Sdn Bhd, acquired a controlling 64.94% stake in Pelikan Holding AG,’’ Loo said. 

The new, leaner and more focused Pelikan Holding AG returned to the black in 1997 and has since remained profitable. 

“As the balance sheet got stronger, we decided to buy back some of the assets that were sold off under the previous management,’’ he said. 

By 2002, the new controlling shareholding led by Loo was ready to take the now 167-year old company back home to Malaysia for listing on the local stock exchange. 

It created some excitement initially, but the euphoria dwindled, as the proposed exercise took longer than expected to be completed. 

“But now with the exercise competed, we can focus on our future growth strategies,’’ Loo said. 

His immediate aim is to raise the brand’s awareness in Asia, especially in its new home. 

“We plan to work with schools and department stores in this area.  

“Pelikan’s school stationery and art accessories are reputed to be the best in the world, both in terms of quality and safety,’’ he said. 

To do this, the company has begun recruiting professional sales staff, and educating consumers in using Pelikan products to create artworks. 

“Apart from children, many of our products are also aimed at art hobbyists,’’ Loo said. 

While school, arts and office stationery contribute more than two thirds to the group’s total income, the Pelikan brand name stands above the crowd in the collectors' segment. 

“Our fine writing instruments are highly sought after by collectors worldwide,’’ he said, adding that this segment contributed nearly a third to the group’s annual income.  

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