SINGAPORE (Jan 8): Kyle Shaw strides into a room resembling a tiny Apple store. Instead of smartphones and tablet computers, rows of brown boots and white jumpsuits as well as towels and helmets are on display. And, the room is not located in a downtown shopping mall, but in a somewhat drab industrial building in Tuas.

The building is the headquarters of Amos International Holdings, one of many maritime support services companies that have sprouted up in Singapore over the decades to serve the growing number of vessels calling at ports around the region. But Amos is now also developing a line of protective clothing and related products under the brand Alcona, which could become a new growth driver for the company and distinguish itself from its peers.

“It is a noisy world out there. If you can’t present yourself with a clear role of who you are, then people will never recognise you. They might miss you altogether,” says Shaw, walking around Amos’ showroom.

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