From a holdings company with subsidiaries functioning as a distribution network group for welding and safety products, manufacturing and distribution of industrial gases, property development and multimedia activities, Leeden has streamlined its business model into an Integration Specialist For WELDING, GAS and SAFETY.

This re-branding and organisational re-structuring exercise which integrates all three of its core competencies (welding, gas and safety) is set to raise Leeden’s ante in the regional competitive environment in the marine, oil and gas industries. Mr Steven Tham, Leeden’s Chairman/CEO, “Leeden has earned its place and is poised to become Asia’s integration specialist for welding, gas and safety products. Today, the company is in a strong position to provide value-based solutions to customers in the marine and oil & gas industries. Our end-to-end welding solutions include specialised equipment selection, industrial safety (personal and workplace) and environmental protection programs; this comes complete with the integration of our industrial gas systems."

With its new brand, Leeden has now structurally transformed itself from providing a “selling” to a fully“ integrated solution and services” proposition, with Asia being the primary market of focus. Dr Wilson Chew, Group Principal Consultant & CEO of StrategiCom, “The name “Leeden” was born out of the company’s business philosophy of being “a strong and progressive Welding, Gas and Safety integration company; one that cares for the success of its customers, people and shareholders”. The values of the brand, manifested in its new symbol, was created from Leeden’s Chinese name 励登 (li deng) which reflects its MIGHT (li) propelled by a high-performance workforce; constantly driving the business TOWARDS GREATER HEIGHTS (deng). Leeden aims to build greater customer mindshare through the singular unique Leeden corporate brand as it strives towards its vision of “being accepted as Asia’s foremost integration specialist in Welding, Gas and Safety”.

The Leeden brand position and its differentiation factor is its catalyst to radically drive the organisation’s growth. Internally, it brings clarity to the strategic direction of the group going forward and aligns the entire organisation to the shared vision. Externally, it differentiates Leeden from the competition, allowing them to compete successfully in its chosen markets and segments in the marine and oil & gas industries.

For more on Leeden, please visit http://www.leedenlimited.com/