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Company Profile - Szu Ming Trading Pte Ltd

Szu Ming Trading Pte Ltd started as Szu Ming & Co. in 1971. Its main business was distributing DARKIE toothpaste, later renamed to DARLIE. Through our merchandising efforts, channel network and successful promotion campaigns, the business grew steadily. By 1982, DARLIE had captured a market share of 53% in the toothpaste industry in Singapore.

With the aim of reinforcing our position as a leading distributor as well as new oral products, Szu Ming & Co. was restructured and incorporated in March 1988. To reflect better of its nature of business, the present name of Szu Ming Trading Pte Ltd was adopted. Darkie was renamed as Darlie in 1989 and has since further strengthen its position in the toothpaste industry in Singapore.

In 2005, WALCH Antiseptic household and body care products joined our family of products.

Director’s Message

FMCG is an ever evolving industry. However, our values, beliefs and confidence in our brands will also develop to compliment this revolution.

The key to be more efficient and effective in the industry is to continuously enhancing our efforts in in-store Merchandising, accurate planning and planned execution.

The key to provide better service is to ensure that all staff is trained and rehearsed in good customer & consumer service practices.

Information is the New Age. Better communication and technology will be a requirement to ensure our brand’s success within the marketplace.

   Sole distributors for Darlie in Singapore



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   Walch joined our family of products in 2005.



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