FreshGroup scales strategically for global growth

WHAT began as a modest Singapore vend business is now a multinational operation transforming everyday needs across Asia and beyond – one scalable idea at a time. In 2006, FreshGroup was founded by Willy Soh, Jordan Boo and Wilson Soh with a simple but ambitious goal: to modernise and scale the laundry business in Singapore.

Nearly two decades on, that original vision has transformed into a diversified regional enterprise spanning six countries – Singapore, Malaysia, Indonesia, Thailand, Vietnam, and most recently, Canada. Today, FreshGroup is the largest vend equipment operator in Southeast Asia. It has over 8,000 vend equipment deployed across 1,200 sites, and a growing presence in real estate and event operations.

FreshGroup’s story goes beyond rapid expansion. It is about creating a model of entrepreneurship that empowers local leaders while staying rooted in the values of its origins in Singapore. At the heart of FreshGroup is founder Willy Soh, who developed the company’s strategic direction and personally coached every country head of the group to take the reins in their markets.

“At FreshGroup, we look for enthusiastic individuals who have the drive to dream big and the courage to carve out their own career path,” says Soh. “These are people who think like entrepreneurs – resilient, resourceful and driven by purpose. Once we identify that spark, we don’t just give them a job, we give them a platform.”

Built in Singapore, tested abroad

FreshGroup’s growth journey has been shaped by the company’s bold willingness to explore uncharted territory, often in vastly different operating environments.

The company’s first international ventures began in Southeast Asia, with the team bringing Singapore’s well-known strengths in operational efficiency and smart design to emerging retail sectors in Vietnam and Thailand. Today, FreshGroup operates the largest event entertainment business in Vietnam’s retail space, and is a major player in automated vend equipment and smart retail systems across the region.

Yet, each market came with its own lessons.

“In Canada, things tend to move more slowly and methodically, whereas in Vietnam, the pace can be three times faster and extremely dynamic,” says Soh. “Thailand sits somewhere in the middle. Managing our teams across these countries requires adapting to different management cultures. What motivates and drives performance in one country may not work in another.”

That spirit of adaptation is a defining trait of FreshGroup’s approach. Rather than impose a one-size-fits-all strategy, the company blends business discipline from Singapore with local sensibilities.

“While we stay grounded in our core values, we don’t impose a rigid structure,” says Soh. “Instead, we blend those values into each market in a way that respects and aligns with local norms.”

The Thai-Vietnam connection

Few reflect that diverse blend better than Alvin Kong, who joined FreshGroup seven years ago and now oversees the company’s POSH business in Thailand and Vietnam. Under his leadership, over 4,000 vend equipment units have been deployed across both markets, offering consumers greater convenience while transforming the landscape of retail automation.

“When I joined, I was entrusted with launching and leading the Thailand market from the ground up – a bold move that spoke volumes about the leadership’s confidence in me,” recalls Kong. “I was given the autonomy to build, the support to lead, and the space to grow as both the founder of the Thailand market and a key member of the broader leadership team.”

A fluent Thai speaker, Kong quickly earned trust across cultures. This enabled him to craft business strategies that were both locally attuned and regionally scalable. “Being fluent in Thai allowed me to bridge cultures meaningfully – not just to drive results but to build trust, nurture talent and co-create localised solutions.”

FreshGroup’s strength lies in infrastructure and technology, as well as its ability to nurture leadership from within. Kong’s journey from a market launch leader to regional strategist exemplifies the company’s belief in long-term investment in people. “FreshGroup invested in me not just with resources but with belief – empowering me to take on high-impact roles across strategic development, business development, new ventures, and overseas market expansion,” he says.

A Vietnamese dream rooted in Singapore

FreshGroup’s investment in Vietnam has been life-changing for its country heads Nguyen Van Kien Alex and Dao Thi Anh Hoang Heidy, who have built one of the group’s most socially impactful operations.

Describing themselves as once underprivileged students studying at the Singapore Institute of Management, Alex and Heidy worked 13-hour days to support themselves. After returning to Vietnam directionless and unemployed, their fortunes changed when FreshGroup offered them an opportunity not just to work but to lead.

“FreshGroup placed their trust in us, two young people with nothing but sincerity and a hunger to learn,” says the duo. “They coached us step-by-step, guiding us from business fundamentals to finance, operations and leadership thinking.”

Today, Alex and Heidy lead the largest event operator in Vietnam’s retail space, organising over 50 major events each year and managing 25 mega-sized outlets focused on kids entertainment. Beyond business success, they have made community investment a central part of their work, channelling profits into building schools in remote areas of Vietnam and supporting disadvantaged children.

“FreshGroup is a living embodiment of the Singapore spirit – bold thinking, courageous action, innovation and sustainable development,” they say. “Their mission goes far beyond profit; they inspire, empower and help shape the next generation of Asian leadership.”

Breaking ground in Canada

If Vietnam represents social mobility and Southeast Asian entrepreneurship, Canada is FreshGroup’s boldest foray into global investment. Leading that charge is Elson Siah, who oversees the group’s property development arm in Canada.

Siah manages 280 rental apartment units, 220 in active development, and a growing pipeline targeting 1,000 units. “We wanted to prove that Singaporeans can dream big and compete globally,” he says. “FreshGroup gave me the structure and strategy to do things the right way – from navigating foreign markets to building a real business from the ground up.”

Siah’s leadership in the Canadian market has taken him through deal-making in Vancouver to overseeing construction projects in Alberta, Winnipeg and Montreal. His work is helping FreshGroup pivot into long-term real estate plays that will diversify and stabilise its global income streams. Modular housing, in particular, is a major focus for future expansion.

“We see exciting potential in our real estate arm in Canada, particularly in the development of modular homes,” says Soh. “It is a space we are actively exploring and we are eager to deepen our involvement in the years to come.”

Singapore still the nerve centre

Despite its international footprint, FreshGroup’s operations are deeply anchored in Singapore. The city-state remains both its ideological compass and operational headquarters. All country heads return annually for alignment sessions, leadership development and strategic recalibration.

“Being based in Singapore has given us access to strong financial expertise, institutional support and strategic advice,” says founder Soh. “This foundation has played a key role in shaping how we structure, scale and manage our ventures globally, providing the confidence and capability to expand into diverse markets with discipline and foresight.”

Co-founder Jordan Boo, who leads Fresh Laundry Pte Ltd – Singapore’s largest vend laundry operator – also oversees FreshGroup’s business activities across Southeast Asia. Under his stewardship, the company earned back-to-back placements on The Straits Times’ Fastest Growing Companies list and The Financial Times High-Growth Companies Asia-Pacific rankings in 2024 and 2025.

Co-founder Wilson Soh completes the founding trio, serving as FreshGroup’s head for Indonesia and Malaysia, and represents the group in mergers and acquisitions within the commodities sector in Indonesia. Wilson also oversees the development of FreshGroup’s commercial real estate arm.

Even as FreshGroup scales new industries and markets, its commitment to sustainable, entrepreneur-led growth remains unchanged. In each country, Willy Soh sees business potential and people with the drive to build, lead and uplift.

“We are confident in our stable growth trajectory over the next five to 10 years,” says Soh. “Our country heads, though in their 30s, have demonstrated a high level of maturity, skill and leadership.”

The company’s future expansion will be shaped by a disciplined yet dynamic strategy: leveraging existing expertise, identifying synergistic industries, and ensuring each new venture enhances the group’s long-term sustainability. While FreshGroup’s portfolio is expanding, its entrepreneurial spirit – grounded in mentorship, innovation and local leadership – remains constant.

“We are strategic in our approach. Any new venture must align with our existing expertise and create synergy with our current trade to ensure long-term sustainability and growth,” Soh explains.

As Singapore celebrates 60 years of nationhood, FreshGroup’s global journey mirrors that of its home country – small beginnings, bold ambition and a deep belief in the power of people to lead change. Whether it is building homes in Canada, operating events in Vietnam, automating retail in Thailand, or deploying laundry solutions in Singapore, FreshGroup is proof that Singaporean enterprise can travel far and uplift lives wherever it lands.

FreshGroup Milestones

2006: Founded in Singapore by Willy Soh, Jordan Boo and Wilson Soh

2010: Expanded into Vietnam with local retail and events business

2013: Launched POSH smart vending solutions in Thailand

2015: Entered Malaysia, launching property investment arm

2018: Grew to become the largest vend equipment operator in Southeast Asia

2020: Established operations in Indonesia with M&A focus in commodities

2022: Expanded into Canada, entering real estate development

2024 and 2025: Named by The Straits Times as one of Singapore’s Top 100 Fastest Growing Companies

2024 and 2025: Recognised by The Financial Times as a High-Growth Company Asia-Pacific