co-published Corporate profile
Amplitude’s unique growth story backed by founder’s exceptional managerial ability Learn more about how Regina Lee lead Amplitude to success.
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mplitude Inc Holdings Pte Ltd (“Amplitude” or “the Company”) is a regional distributor of fast-moving consumer goods (“FMCG”), particularly processed foods, through specialty stores, supermarkets and online-to-offline platforms. Established in 2010, Amplitude’s unique growth story is backed by exceptional managerial ability. Managerial excellence for growth The success of Amplitude Holdings boils down to the leadership of its maverick Founder and Managing Director, Ms. Regina Lee. From novice fashion entrepreneur to leading regional distributor of fast-moving consumer goods (FMCG), Regina has used her strong managerial skills to chart an unconventional business journey. Regina began her business career 20 years ago as a fashion buyer and distributor. In its early days, Amplitude sold ladies’ accessories and apparel and dabbled in event management. However, upon seeing the volatility of the fashion industry, Regina decided to expand Amplitude’s horizons. During 2014, she chanced upon a Greek couple and was impressed by the quality of the farm’s honey. After a trip to the Mediterranean to meet the couple in person, Regina realised that she had discovered an opportunity in a new industry: FMCG food products. Inspired, Regina went into business with the couple and began importing premium processed food items for distribution in Asia. She acquired an 80% stake in Greek brand Hellenic Gaia, which today carries ten different ranges of top-grade honey. Starting with honey from Greece and later the Balkan states, Amplitude grew rapidly. Its unique business model involves sourcing products directly from farms, including beekeepers, for processing and packaging on-site in the Mediterranean. Under Amplitude’s in-house brands — flagship Hellenic Gaia — the products are then sold directly to supermarkets and specialty stores. By controlling the entire farm-to-store supply chain, Regina ensures the highest possible product quality as well as a personal touch from her team.
Regina Lee Managing Director Amplitude Inc Holdings
Amplitude aims to be a leading importer and exporter of quality processed foods in Singapore, Malaysia and Australia. The company’s turnaround story was recently recognised at the Singapore Business Review Awards where Regina was presented the 2015 award for Executive of the Year in the Food and Beverage category. Regina has been enjoying exceptional success as an individual, having won the title of “New Entrepreneur” at the Entrepreneur of the Year Award (EYA) in Singapore on 14 September 2015. She now plans to expand Amplitude into Europe, USA, India, and the other countries in Southeast Asia. Amplitude’s products Amplitude’s flagship brand, Hellenic Gaia, carries ten different ranges of top-grade Greek honey. Greece is widely recognised as being the Mediterranean’s best source of honey thanks to its microclimate and volcanic soil, which stimulates the production of rich nutrients. The unique biodiversity of its flora imbues Greek honey with a distinctive aroma
and taste, with numerous health and beauty properties. Amplitude ensures supreme product quality by controlling the whole supply chain, from sourcing to processing and packaging by third-party food factories in Greece. The bottled honey is then shipped to customers, specifically in Singapore and Malaysia, and stored in warehouses for swift distribution to leading supermarkets. Amplitude maintains a cost-efficient structure and passes savings to the consumers. All Amplitude products also carry a unique QR security code as proof of quality. In 2015/ 2016, Amplitude expanded its brand to include b33, Bee Culture and Honney B. The Company’s range of products from Greece includes jam, pasta, vinegar, halva and tahini. It also includes extra virgin oil, virgin oil, sesame oil, pure oil, coupe oil (blended oil), bio oil (organic oil), herbal oil (rosemary, lemon, orange, garlic, oregano, chili, basil, truffle), and pomace oil. For more information, please visit: http:// www.amplitudeinc.com.sg/
“Today, Amplitude is a leading importer and exporter of quality processed foods in Singapore, Malaysia and Australia.” SINGAPORE BUSINESS REVIEW | MARCH 2016 25