The Malaysian outlet will be located at Mutiara Damansara in Kuala Lumpur, occupying 30,000 square feet so showcase a diversity of living animals and pet accessories. The retailing warehouse will be the largest pet store in Southeast Asia. The latest venture of Pet Safari is believed to be raising the industrial standard in Singapore.

Originally designed to consolidate the pet retailers in Singapore, the innovative project has been turned into a flourishing business. Whye Hoe was presented the Phoenix Award in 2002 in recognition of his entrepreneurship. The turnover of the project is expected to hit the six million mark this year. "Success is subjective. I am still trying to improve my business and raise the standard in the industry." He modestly remarks when asked to comment on the award.

Naming Whye Hoe a successful businessman is an understatement. Pet Lovers Centre started out as a family business in 1973. The father established Pet Lovers Centre because the family loved animals. The simple business philosophy was complicated when he passed away eight years ago. The Ng family was on the verge of dissolving the enterprise until Whye Hoe took over.

His first task to rescue a crumbling business was met with many challenges. Government restriction on pets in HDB flats reduced the market significantly. Most Singaporeans who wanted to have pets abandoned the idea due to hectic lifestyles. Confronted by fierce competition and an unfriendly market, Whye Hoe concocted a Safari concept to unite the retailers to survive in the tough environment.

The first Pet Safari kicked off in 1999. More than ten retail stores joined the Safari at East Point. Pet enthusiasts were given a choice to shop for what they needed under one roof. To reconcile the difference amongst the retailers, they had to sign a consolidation agreement to minimize hostile competition. As a member of Pet Safari, they were guaranteed to grow with the company when it expanded.

Indeed, it was success. All members of Pet Safari are now ready to tackle Malaysia. In the near future, they will be targeting the market in Hong Kong and China, aiming to spread their friendly petology to all animal lovers in Asia.

To Whye Hoe, the enterprise is personal. Looking back, he feels he has gained more emotional satisfaction from the expansion. His expression softens when he speaks on the corporate history. In the few words on his father, one could tell that his success is a form of tribute to his father who encouraged the family to love animals. The thorny journey to success does not matter as long as the business can carry on.

Before we parted, we asked him to pick his favourite dog. He chose Golden Retriever, "It's a family pet," he says.