Apea 2011 Award Winner Peter Smerling

James Miller

Peter Smerling is the President of SCA Hygiene in the Central and Southeast Asia region. SCA Hygiene develops, produces and markets personal care products for consumers as veelligs packaging solutions, publication papers and solid-wood products for business and industrial use With 2 factories in Malaysia and over 1500 employees across the region, the company delivers essential products for everyday life under the brands Drypers, Tena and Libresse. The company has 4 offices in the region and exports to over 13 markets with sales in excess of RM 700 million.

Coming from a very humble beginning with just 3 employees over 20 years ago, Smerling has achieved exceptional results through developing and redefining the business roadmap, ensuring differentiation as a competitive advantage and clearly focusing on brands consumers want and products consumers need. In 1998, Smerling eventually sold the business to a US based company with a Malaysian factory producing adult and baby diapers. He joined the business as its first Director of Sales and Marketing.

Under Smerling’s flagship, the marketing and research departments were established and the product development department was expanded. Drypers became the leading brand in Singapore and Malaysia and the business was rapidly expanding

In 2001, the US based group parent company sold its domestic and international business units. By this point, Smerling was Managing Director and initiated a buyout for the business in Malaysia plus brand rights in 27 countries. Through an auction process including raising the required investment capital from a local private equity provider, Smerling led a management buyout and was successful in acquiring the business that same year.

For the next 3 years, the business continued to experience rapid growth which represented key challenges in the area of human capital as well as the financial capital required to expand the asset base in meeting the supply demands

Having sold the business to SCA in 2004, the last phase of the business evolution has been completed.

“Being acquired bv SCA allows us to take the business to the next level by being part of a world class global organization that is expanding in Asia and who is also a global leader in environmental and social responsibility.”

According to Peter Smerling, “When you put everything in perspective, we haven’t yet fully realized our potential but we’re off to a good start”Asia Pacific Entrepreneurship Award 2011 winner Peter Charles Smerling
Peter Smerling is the President of SCA Hygiene in the Central and Southeast Asia region. SCA Hygiene develops, produces and markets personal care products for consumers as veelligs packaging solutions, publication papers and solid-wood products for business and industrial use With 2 factories in Malaysia and over 1500 employees across the region, the company delivers essential products for everyday life under the brands Drypers, Tena and Libresse. The company has 4 offices in the region and exports to over 13 markets with sales in excess of RM 700 million.

Coming from a very humble beginning with just 3 employees over 20 years ago, Smerling has achieved exceptional results through developing and redefining the business roadmap, ensuring differentiation as a competitive advantage and clearly focusing on brands consumers want and products consumers need. In 1998, Smerling eventually sold the business to a US based company with a Malaysian factory producing adult and baby diapers. He joined the business as its first Director of Sales and Marketing.

Under Smerling’s flagship, the marketing and research departments were established and the product development department was expanded. Drypers became the leading brand in Singapore and Malaysia and the business was rapidly expanding

In 2001, the US based group parent company sold its domestic and international business units. By this point, Smerling was Managing Director and initiated a buyout for the business in Malaysia plus brand rights in 27 countries. Through an auction process including raising the required investment capital from a local private equity provider, Smerling led a management buyout and was successful in acquiring the business that same year.

For the next 3 years, the business continued to experience rapid growth which represented key challenges in the area of human capital as well as the financial capital required to expand the asset base in meeting the supply demands

Having sold the business to SCA in 2004, the last phase of the business evolution has been completed.

“Being acquired bv SCA allows us to take the business to the next level by being part of a world class global organization that is expanding in Asia and who is also a global leader in environmental and social responsibility.”

According to Peter Smerling, “When you put everything in perspective, we haven’t yet fully realized our potential but we’re off to a good start”