• Business Profiling
  • Founder Profiling
  • Press Release
  • Thought Leadership

EDL

Elevating Architectural Surfaces, Second-Gen Succession, and Experiential Retail Strategy
EDL case study banner
EDL mission coverage
The Mission

EDL came to Grow Public Relations to make sense of its $20 million Regional Headquarters and Experiential Gallery investment to the market, and to give the industry confidence in founder Richard Lim's daughters, Daphne and Eleanor Lim, as the second generation taking over the business.

The campaign earned a national business feature in The Business Times ("Bringing laminates into the limelight"), a MoneyFM 89.3 Mind Your Business episode on the succession, an executive profile of Richard Lim in Haven by The Edge Singapore, a design feature on Daphne Lim in a+ Singapore, and trade coverage of the $20 million Regional Headquarters and Experiential Gallery in Building Review Journal, DSGN arcHive and Buzz Beat Media.

Client

EDL, a distributor of high-end interior laminates and surface materials in Southeast Asia.

Sector

Interior design and building materials.

Services

Business profiling, founder profiling, press release and thought leadership, by Grow Public Relations.

Headline Result

EDL featured in The Business Times ("Bringing laminates into the limelight"), on MoneyFM 89.3's Mind Your Business and in Haven by The Edge Singapore, with trade coverage of its $20 million Regional Headquarters and Experiential Gallery.
The Challenge

Laminates and surface finishes are usually treated as commodities. They sit in the background of a room and get chosen on price. EDL wanted homeowners, interior architects and commercial developers to see them as design choices, and to see EDL as a design-led brand. Most of the market knew it as a materials distributor.

EDL had also just put $20 million into a physical headquarters and gallery, and needed that investment to make sense to the market. At the same time, founder Richard Lim was preparing to hand operational and strategic control to his daughters. The campaign had to give clients, partners and the wider industry confidence in the second generation.

What we did

Second-generation succession. Grow Public Relations positioned Daphne Lim and Eleanor Lim as leaders modernising the family business. The Business Times ran an in-depth feature, "Bringing laminates into the limelight", on how the second generation is driving regional expansion. MoneyFM 89.3 covered the transition on Mind Your Business, in the broadcast and podcast episode "Laminate Your Legacy: How two Second-Gen daughters are leading the family business?", alongside founder Richard Lim's reflections on building the company.

Executive profiles. Haven by The Edge Singapore interviewed Richard Lim for "Passing the torch: EDL's Richard Lim on handing over to the next generation". a+ Singapore ran a design feature, "Daphne Lim Of EDL Brings Our Dream Homes To Life".

Headquarters and gallery launch. We pitched the $20 million Regional Headquarters and Experiential Gallery as a destination for the design and architecture trade. Building Review Journal published "EDL Laminates Its Legacy with Regional Headquarters and Experiential Gallery". DSGN arcHive ran "EDL's New Headquarters: A Game-Changer in Redefining the Showroom Experience", and Buzz Beat Media also covered the opening.

The Results
  • National business press: The Business Times feature "Bringing laminates into the limelight" on EDL's second-generation leadership.
  • Radio and podcast: a MoneyFM 89.3 Mind Your Business episode on Daphne and Eleanor Lim leading the family business, alongside founder Richard Lim's reflections.
  • Lifestyle and design media: Haven by The Edge Singapore on Richard Lim's handover, and a+ Singapore on Daphne Lim.
  • Trade and architecture media: Building Review Journal, DSGN arcHive and Buzz Beat Media on the $20 million headquarters and gallery.
  • A clear handover story. Coverage across print, radio, podcast and trade media gave clients and the industry a public account of the move to second-generation leadership, and positioned the new gallery as a place for architects, developers and homeowners to see EDL's surfaces.

$20M

Regional Headquarters & Experiential Gallery investment
EDL's $20 million Regional Headquarters and Experiential Gallery became the trade-press story, covered by Building Review Journal, DSGN arcHive and Buzz Beat Media, while the founder-to-daughters succession ran in The Business Times, MoneyFM 89.3, Haven by The Edge Singapore and a+ Singapore.

Frequently Asked Questions

How does PR work for interior surfaces and laminate brands in Singapore?
Laminate brands earn coverage through people and milestones, since the product alone rarely makes news. Grow Public Relations built EDL's Singapore campaign on two: the $20 million Regional Headquarters and Experiential Gallery, and the handover from founder Richard Lim to his daughters Daphne and Eleanor Lim. The family story went to The Business Times, MoneyFM 89.3 and Haven by The Edge Singapore. The gallery went to design and trade titles such as Building Review Journal and DSGN arcHive. The surfaces then reached readers through those stories.
Which design and trade titles covered EDL's Experiential Gallery opening?
Building Review Journal, DSGN arcHive and Buzz Beat Media covered the opening of EDL's $20 million Regional Headquarters and Experiential Gallery. Building Review Journal ran "EDL Laminates Its Legacy with Regional Headquarters and Experiential Gallery". DSGN arcHive published "EDL's New Headquarters: A Game-Changer in Redefining the Showroom Experience". Grow Public Relations pitched the gallery as a destination for architects, developers and homeowners. The same campaign took the family succession story to The Business Times, MoneyFM 89.3, Haven by The Edge Singapore and a+ Singapore.
How do you get the media to see laminates as a design choice?
You put the people choosing and selling the surfaces at the centre, and let the design story come through them. The Business Times headline for EDL said it plainly: "Bringing laminates into the limelight". Grow Public Relations pitched Daphne and Eleanor Lim as the second generation modernising EDL's family business. a+ Singapore then ran "Daphne Lim Of EDL Brings Our Dream Homes To Life", a design feature on Daphne Lim. The $20 million Experiential Gallery gave design titles a physical place to write about.
How do you get media coverage for a second-generation handover in a materials business?
A handover gets covered when it comes with named successors, a founder willing to talk, and a business milestone that shows where the company is heading. For EDL, Grow Public Relations positioned Daphne and Eleanor Lim as the second generation modernising the family business. The Business Times ran "Bringing laminates into the limelight" on how they are driving regional expansion. MoneyFM 89.3's Mind Your Business carried "Laminate Your Legacy" with founder Richard Lim's reflections. Haven by The Edge Singapore ran "Passing the torch: EDL's Richard Lim on handing over to the next generation".
Which PR agency in Singapore works with interior design and surface materials companies?
Grow Public Relations is a Singapore PR agency that works with interior design and surface materials companies. For EDL, a distributor of high-end interior laminates and surface materials in Southeast Asia, Grow Public Relations launched the $20 million Regional Headquarters and Experiential Gallery in Building Review Journal, DSGN arcHive and Buzz Beat Media. It also took the founder-to-daughters succession story to The Business Times, MoneyFM 89.3, Haven by The Edge Singapore and a+ Singapore. The campaign combined business profiling, founder profiling, a press release and thought leadership.
How do you reach interior architects and commercial developers through the media?
Interior architects and commercial developers read trade and design titles, so a materials brand needs to be in those as well as the national press. Grow Public Relations placed EDL's $20 million Regional Headquarters and Experiential Gallery in Building Review Journal, DSGN arcHive and Buzz Beat Media, where specifiers follow new showrooms and suppliers. The Business Times and MoneyFM 89.3 reached business decision-makers with the story of EDL's second-generation leadership. a+ Singapore covered the design side, and Haven by The Edge Singapore carried Richard Lim's account of the handover. Each audience met EDL in the media it already reads.

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