SGFR shares their story of transitioning from a fishing business to a thriving candy store chain. Confronted with challenges such as high costs, low margins, and industry bias, Haikkel and Luqmaan decided to shift their focus. They held fire sales to clear out fishing stock and reinvested the proceeds into importing snacks, which led to substantial revenue growth. Today, SGFR operates multiple stores and is on a mission to become the largest candy store in Southeast Asia. They use marketing strategies, storytelling, and innovative concepts like “candy-tainment” to captivate their target audience.

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