Cheong Hock Guan Water Heater Centre Pte Ltd (CHG) started out as an electrical and sanitary ware products retail store in the 1950s. Founder, Mr Cheong Hock Guan led the business with strong beliefs in delivering quality products and services.
Its business gained significant success in late 1960s, when it was awarded the contract to supply sanitary wares to 32 key hotel projects such as Hyatt Hotel, Phoenix Hotel, Miramar Hotel, and Hotel Supreme. CHG also had the opportunity to supply to almost 50% of the shopping centres in Singapore, with Katong Shopping Centre, Specialist Centre, Golden Mile, and Plaza Singapura, amongst their distinguished clientele.
Mr Allan Cheong, son of Mr Cheong Hock Guan took over the business in 1970s. Under his leadership, the business took a strategic turn to focus on the sale of domestic shower heaters. Mr Allan Cheong worked with a British partner and successfully introduced quality and reliable shower heaters to Singapore.
Through the use of aggressive direct marketing and advertising; a bold and novel move back then, CHG grew to become the market leader supplying instant shower heaters in Singapore. The business received resounding success and its products were in huge demand. Many long lasting business relationships were forged with various reputable retailers until this day.
With humble beginnings in the 1950s, CHG and its 707 brand, has since matured into the preferred and trusted household shower heater brand in Singapore.