Executive Director & Independent Non-Executive Director
Key Senior Management
Liew Sen Hoi, Malaysian, aged 67, is our Promoter, substantial shareholder and founder of our Group. He is also our Group’s Managing Director. He was appointed to our Board on 13 April 2021.
He started his career in 1971 as a supervisor and installer for firefighting equipment with LKT Engineering. In 1975, he left LKT Engineering to start his own business venture and established Brilliant Fire Engineering with his siblings as a partnership. He and his siblings later on established Brilliant Fire Engineering Sdn Bhd (“BFE”) in December 1986 to carry on the business of Brilliant Fire Engineering and its principal business involved the supply and installation of firefighting systems. He held the position as Managing Director of BFE until March 2004. His role included managing contractors for fire protection safety equipment and system installations. He later resigned as the Managing Director of BFE and transferred his shareholdings in BFE to his nephew in March 2004 for his siblings and their family members to grow their own business.
Concurrent with his involvement in BFE up till March 2004, he was also a director and shareholder of UBE Engineering Sdn Bhd from May 1990 to March 1997 where he was involved in overseeing operations of the company. UBE Engineering Sdn Bhd was then a company involved in trading of fire safety equipment and the other shareholder of UBE Engineering Sdn Bhd then is a third party not related to Liew Sen Hoi.
Between June 2003 to September 2020 he was also a director and shareholder of Fiex Engineering Sdn Bhd, a company whose principal activity was a contractor for fire protection engineering work. During his tenure as a director and shareholder of Fiex Engineering Sdn Bhd, he was not involved in the day-to-day operations of the company.
In April 1997, he became a shareholder of UFI, our subsidiary, with his spouse Lim Show Ching. UFI was incorporated in January 1997 by subscriber shareholders (namely Lim Boon Keong and Seow Swee Lan) holding one (1) share each. The subscriber shareholders then in April 1997 transferred the entire issued share capital of RM2.00 consisting of two (2) shares of RM1.00 each to Liew Sen Hoi. He also established UDI in January 2018 with his sons Roy Liew and Ray Liew. He has assumed the position of our Managing Director since UFI’s incorporation and is responsible for providing overall management of our Group’s business and operations with the assistance of our Executive Directors and key senior management or personnel who report to him in relation to the job functions or departments they oversee. With more than 51 years of experience in fire protection industry, he is instrumental in providing strategic direction to our Group’s business and development strategies.
Selma Enolil Binti Mustapha Khalil, Malaysian, aged 51, is our Independent Non-Executive Chairperson. She was appointed to our Board on 8 October 2021.
She graduated from University of Wales, Aberystwyth with a Bachelor of Laws in 1994. She obtained her Certificate in Legal Practice in 1995 and was called to the Malaysian Bar as an Advocate and Solicitor in 1996. She brings with her 25 years of experience in the legal profession and her key area of practice currently is corporate and commercial law.
In December 1996, she started her career as an Advocate and Solicitor with Messrs Abu Talib Shahrom & Zahari. She left Messrs Abu Talib Shahrom & Zahari in October 1998 to join TNB Repair and Maintenance Sdn Bhd (“TNB Remaco”) as a Legal Executive and was involved in legal advisory and contract review. TNB Remaco is a subsidiary of TNB, listed on the Main Market of Bursa Securities. She left TNB Remaco in June 2000 and resumed practicing law as an Advocate and Solicitor with Messrs Raslan Loong in July 2000. She left Messrs Raslan Loong in August 2003 and co-founded Messrs Enolil Loo, Advocates and Solicitors in September 2003, in which she is currently a Partner.
She presently sits on the board of directors of Selangor Dredging Berhad (since December 2018), Techbond Group Berhad (since January 2018) and Powerwell Holdings Berhad (since January 2019) as an independent non-executive director. Both Selangor Dredging Berhad and Techbond Group Berhad are companies listed on the Main Market of Bursa Securities while Powerwell Holdings Berhad is a company listed on the ACE Market of Bursa Securities. She is also a director of Ericsen Foundation (since January 2011), a non-profit organization with a focus to create accessible palliative care for the underprivileged through financial and volunteer support.
Dato’ Marcus Liew, Malaysian, aged 42, is our Promoter, substantial shareholder and Executive Director. He was appointed to our Board on 8 October 2021.
He obtained a Bachelor of Management (Operations Management) from University of South Australia in 2002.
After his graduation, he started his career with Citibank Berhad as a Sales Executive in March 2003 where his work involved mainly in mortgage sales. He was also awarded the Quarter 3 2003 Top Rookie Award by the Mortgage & Share Finance Sales unit of Citibank Berhad. He left Citibank Berhad in May 2004 and joined Global Capital Planning Sdn Bhd in June 2004 as a Financial Sales Executive where he was responsible for the introduction and promotion of mortgage and loan products as well as providing solutions to prospective and existing clients. In December 2004, he left Global Capital Planning Sdn Bhd in preparation to establish Unique Revolution Sdn Bhd, a company principally involved in the trading of various types of batteryoperated and manually operated bicycles and related parts and accessories, and trading in firefighting equipment and related goods, with his father Mr Liew Sen Hoi. From February 2005 to November 2005, he was the managing director and oversaw the company’s operations. He resigned from his designation as managing director of Unique Revolution Sdn Bhd to join UFI in December 2005 but continued to hold his directorship and shareholdings in Unique Revolution Sdn Bhd. Unique Revolution Sdn Bhd became dormant since April 2016 and was struck off in September 2021.
In December 2005, he joined UFI as a Business Development Manager and rose through the ranks to become UFI’s General Manager in February 2010. In November 2018, he was promoted and appointed as a director of UFI, and held the designation of Sales and Marketing Director in UFI, a position he still holds to-date. In his tenure from 2005 till current, he oversees the company’s sales and marketing strategies, and is responsible for planning and coordinating, and implementing new business plans based on the strategic direction provided by our Managing Director, as well as participating in negotiations with our Group’s customers. He also contributes to product expansion strategies and development of new markets for our Group from a sales and marketing perspective such as providing feedback on customer preferences and trends, exploring new distributorship relations to widen our product range, and exploring new addressable markets both locally as well as in foreign countries. He has also been a director of our subsidiary UDI since February 2021 but is not involved in the day-to-day operations of UDI. In October 2021, he was redesignated as our Group’s Executive Director, and continues to oversee the above functions for our Group.
He emerged as a Top 30 Semi-finalist for the 2019 Junior Chamber International Malaysia Creative Young Entrepreneur Award.
Within the fire protection industry, he currently serves as the Vice President of the Malaysian Fire Protection Association (“MFPA”), a position he has held since 2019, and is a representative member of the MFPA on the Department of Standards Malaysia’s working group established for Gaseous Fire Extinguishing Systems since 2021.
He obtained a Bachelor of Engineering (Mechanical) in 2006 and Master of Engineering Management in 2007 from the Queensland University of Technology, Australia. He further obtained a Graduate Certificate in Performance-Based Building & Fire Codes in 2009 and a Graduate Diploma in Building Fire Safety and Risk Engineering in 2010 from Victoria University, Australia. He has been a Graduate Engineer registered with the Board of Engineers Malaysia since 2007, and a Graduate Member (Mechanical) of The Institution of Engineers, Malaysia since 2011. He is also an Affiliate Member of The Institution of Fire Engineers (UK) since 2013.
After his graduation, from May 2007 to March 2009, he held the position of Graduate Fire Engineer in Bassett Consulting Engineers and later on AECOM Australia Pty Ltd (“AECOM”) upon Bassett Consulting Engineers becoming part of AECOM. As a Graduate Fire Engineer, he was involved in developing alternative building fire safety solutions by generating simulation of fire via software for purposes of designing fire safety systems to ensure the safety of the occupants in the event of fire, developing various fire engineering briefs and fire engineering reports to justify alternative engineered solutions against local building fire safety requirements in Australia and risk engineering (such as hazardous area classification studies). In May 2009, he left AECOM and joined Project Services, Department of Public Works, Queensland State Government as a Fire Services Engineer, a position he held till July 2010. His responsibilities included engaging with clients and relevant stakeholders and to deliver engineering solutions in relation to fire safety designs. He participated in various projects and, amongst others, was involved in fire services (such as fire hydrant system design, automatic fire sprinkler system design, and fire detection and alarm system design), fire safety engineering (such as fire safety strategy and fire engineering reports.
Subsequently, in September 2010 he joined UFI as a Research and Development Engineer. In November 2018, he was promoted and appointed as a director of UFI, and held the designation of Product Engineering and Services Director, a position he still holds till present. In his roles above, his responsibilities include leading our engineering department which is tasked among others to ensure that our Group’s products comply with applicable technical and regulatory requirements. He also lends support with his knowledge and qualification in fire safety to assist our Group’s efforts in our product range expansion in particular with regards to technical aspects and specifications. Over the years, he has been instrumental in the expansion and growth of our back-end operations to support our business growth such as being the project manager for overseeing the construction of our current head office and Operational Facility in Shah Alam, Selangor which was completed in 2013, and also in driving the introduction and implementation of our ERP system, in 2011. He has also been a director of our subsidiary UDI since February 2021 but is not involved in the day-to-day operations of UDI.
Ryan also played an important role in driving UFI’s efforts to successfully obtain the following certifications for our own Unique227 brand of HFC fire suppression systems: achieve conformity of the HFC filling machine and nozzle drilling machine to UL procedures in 2017, obtaining the SGP certification from TNB in 2018 which allows our HFC fire suppression systems to be used in the TNB system. UFI also obtained FM Approvals certification in July 2021 for our Unique227 and Unique5112 brands of HFC fire suppression systems. Ryan also led UFI’s efforts to achieve conformity of the HFC filling machine for the Kidde brand of HFC fire suppression systems to UL procedures in 2019.
Ryan Liew was a common director of UFI and Cfyre Protection Sdn Bhd. He was a director of Cfyre Protection Sdn Bhd from 5 April 2019 to 24 March 2021, and a shareholder of Cfyre Protection Sdn Bhd from 5 April 2019 to 21 April 2021. He was not involved in the day-to-day operations of Cfyre Protection Sdn Bhd throughout this period.
In October 2021, he was redesignated as our Group’s Executive Director, and continues to oversee the above functions for our Group.
Roy Liew, a Malaysian aged 37, is our Promoter and substantial shareholder. He is also one of our key senior management and holds the designation of Operation Director.
He obtained a Diploma in Business from HELP University College, Malaysia in 2005 and graduated with a Bachelor of Commerce from Griffith University, Queensland, Australia in 2007.
Upon his graduation, in November 2007, he joined UFI as a Business Development Manager where his role included identifying market trends and new business opportunities for UFI, and formulating promotion and marketing strategies to expand UFI’s customer base. He was promoted to become the General Manager of Manufacturing in January 2013. Subsequently in November 2018, he was promoted and appointed as a director of UFI, and held the designation of Director of Supply Chain Management. He is responsible for managing the Group’s manufacturing division and production activities, monitoring product standards and QC systems, as well as overseeing UFI’s overall supply chain operations, including purchasing and inventory management, warehouse management, assessment of suppliers or third-party vendors, distribution and delivery logistics of finished products.
In August 2021, he was redesignated to his current position as Operation Director of our Group and continues to carry out the above functions. He has also been a director of our subsidiary UDI since its incorporation in January 2018 and oversees the operations of UDI, such as developing business plans and pricing strategies (including determining product prices, preparation of quotations to customers, market surveys for UDI’s products), inventory management (including monitoring level of merchandise, packaging materials) and logistics planning (such as shipping or delivery to customers). Prior to the completion of the Acquisition of UDI on 27 May 2022, Roy Liew was a 20% direct shareholder of UDI. Please see Section 4.1.1(a) for further details of the Acquisition of UDI and the shareholding structures of UDI before and after the Acquisition of UDI.
He is a registered portable fire extinguisher competent person with the Bomba under the eFEIS. As a registered “competent person”, he is certified to carry out service and maintenance of portable fire extinguishers. He had also completed the Competency for Servicing and Maintenance of Portable Fire Extinguisher in compliance with the MS 1539 (Training of Trainers) which allows him to train other persons as competent persons under eFEIS.
Ir. Tee Kiam Hong, Malaysian, aged 53, is our Independent Non-Executive Director. He was appointed to our Board on 8 October 2021.
He obtained his Bachelor of Civil Engineering (Hons) and Competency Certificate in Financial Accounting from University of Malaya in 1993 and 2002, respectively and his Diploma in Project Management from Cambridge Assessment International Education, United Kingdom in 2002. He later attained his Master of Business Administration from Cardiff Metropolitan University, United Kingdom in 2015. He has also been a corporate member of the Institution of Engineers Malaysia since 1998 and a Professional Engineer with Practicing Certificate (Civil) registered with the Board of Engineers Malaysia since 1998. He is also an Affiliate member of The Institute of Corporate Directors Malaysia since 2019.
Upon graduation, in May 1993 he joined L&M Piling Sdn Bhd, a company involved in geotechnical and piling works, as an Executive Engineer responsible for geotechnical and piling design works. L&M Piling Sdn Bhd was then a subsidiary of L&M Corporation Berhad (“L&M Corporation”) (now known as Ageson Berhad, a company listed on the Main Market of Bursa Securities). He was later promoted to Project Manager in January 1996 where he was responsible to oversee site planning, execution, monitoring and handover of project sites to clients upon completion, and assigned to another L&M Corporation subsidiary, L&M Geotechnic Sdn Bhd.
Within L&M Geotechnic Sdn Bhd, he held the positions of Technical and Planning Manager in December 1998 where he was responsible for project management, troubleshooting, liaising with project consultants and making decisions in relation to design and technical elements on site, and Deputy Construction Manager in September 1999 where he was involved in the construction of Port of Tanjung Pelepas, Johor Bahru. He was subsequently transferred to the parent company, L&M Corporation and promoted as Senior Manager in May 2001, where he was involved in implementation of the company’s corporate and debt restructuring scheme. He left L&M Corporation in December 2001.
In August 2001, while he was with L&M Corporation, he also took up the position of owner’s representative at Totalap Sdn Bhd, a company involved in property development and turnkey construction. In January 2004, he was redesignated by Totalap Sdn Bhd as a Project Manager and later promoted as a Project Director in January 2015 and was primarily responsible for project investment appraisals, managements and implementations. In March 2018, he left Totalap Sdn Bhd. During the four (4) months transition period between August 2001 to December 2001 when he held positions both in L&M Corporation and Totalap Sdn Bhd, the consent of his employer L&M Corporation had been obtained to take up the position in Totalap Sdn Bhd. In carrying out both roles, his assignments did not involve any transactions between L&M Corporation and Totalap Sdn Bhd and as such did not give rise to any conflict of interests.
Subsequently in May 2018, he joined Archi Casaka Design Sdn Bhd (“Archi Casaka Design”) as a shareholder and also assumed the position of Chief Strategy Officer/ General Manager, a position he holds till present. Archi Casaka Design is principally involved in the business of aluminium, glass and steel works such as building envelope products and solutions specialising in unitised curtain wall systems. He is primarily responsible for overseeing Archi Casaka Design’s corporate strategy, investment decision, financial position, business profitability, formulating business plans and growth strategies as well as implementing internal control measures and policies until present.
Olivia Lim, Malaysian, aged 43, is our Independent Non-Executive Director. She was appointed to our Board on 8 October 2021.
Olivia Lim graduated in 2003 from Universiti Kebangsaan Malaysia with a Bachelor of Laws (Honours). Subsequently, she was called to the Malaysian Bar in February 2004. She brings with her 17 years of experience in the legal profession.
She started her career when she joined Messrs. Zul Rafique & Partners in March 2004 as a Legal Assistant before joining Messrs. Ben & Partners as a Legal Assistant in March 2008. Subsequently, she was made a Partner of the firm in January 2012. In September 2015, she left Messrs. Ben & Partners and set up her own legal firm, Messrs. Olivia Lim & Co in October 2015. She has held the position of Managing Partner of the firm since then and has been principally involved in the legal aspects of corporate finance, capital and equity markets and corporate advisory matters.
Throughout her working experience, she has been involved in, among others, various legal due diligence exercises on companies undertaking initial public offerings in Malaysia, Shenzhen Stock Exchange, and Hong Kong Exchanges and Clearing Limited as well as legal advisory services related to capital and equity raising exercises and takeovers.
Olivia also sits on the board of directors of Samaiden Group Berhad (since December 2019) and Visdynamics Holdings Berhad (since June 2022), companies listed on the ACE Market of Bursa Securities, as an independent non-executive director. She is also an independent nonexecutive director of Infoline Tec Group Berhad (since November 2021), a non-listed public company seeking listing on the ACE Market of Bursa Securities as at the LPD.
Andrea Huong Jia Mei, Malaysian, aged 39, is our Independent Non-Executive Director. She was appointed to our Board on 8 October 2021.
She completed her Diploma in Commerce (Financial Accounting) in 2003 and obtained an Advanced Diploma in Commerce (Financial Accounting) in 2005 from Tunku Abdul Rahman College, Malaysia (now known as Tunku Abdul Rahman University College). She became a member of the Association of Chartered Certified Accountants (“ACCA”), United Kingdom in 2011. She has been a Chartered Accountant of the Malaysian Institute of Accountants since 2018.
She started her career as an Audit Assistant with Sha, Tan & Co in October 2005, and was promoted to Audit Semi-Senior in January 2007. She was subsequently promoted and held the post of Audit Senior between January 2008 and July 2011, where she was responsible for audit assignments of private and public listed companies. Between July 2011 to September 2014, she was on a career break. In September 2014, she was appointed as a director of T & S Secretarial Services Sdn Bhd and held this directorship until March 2021. T & S Secretarial Services Sdn Bhd is involved in the provision of secretarial and management services.
She is currently a director of T&S Boardroom Sdn Bhd (since July 2020), a company which provides secretarial support services. She is also a director of several private limited companies providing secretarial, tax, accounting and consultancy services, as disclosed in Section 5.2.4 of this Prospectus. Andrea is also currently an independent non-executive director of Siab Holdings Berhad (since June 2021), a company listed on the ACE Market of Bursa Securities, Ecoscience International Berhad (since August 2021) and Yew Lee Pacific Group Berhad (since August 2021), respectively, which are non-listed public companies as at the LPD. As at the LPD, both Ecoscience International Berhad and Yew Lee Pacific Group Berhad are companies seeking listing on the ACE Market of Bursa Securities.
Cheow Zi Ying, Malaysian, aged 40, is our Chief Financial Officer.
She obtained a Bachelor of Business (Accounting / Finance) from Charles Sturt University, Australia in 2004. She was certified as a Certified Practising Accountant by CPA Australia in 2008. She was admitted as a Chartered Accountant of Malaysian Institute of Accountants in 2020.
Her career started in December 2004 when she joined Deloitte KassimChan (now known as Deloitte PLT) as a Staff Assistant with the Audit Division. In August 2006, she left Deloitte KassimChan and joined APL-NOL (M) Sdn Bhd in September 2006 as a Senior Analyst – General Ledger where she handled finance and tax related matters for the company. She left a year later and joined F&N (M) Sdn Bhd in September 2007 as an Accounts Executive (Shared Service Centre Finance) and was promoted to the position of Accountant (Shared Service Centre Finance) in April 2010 where she was responsible for finance and accounting related functions including among others analysing and preparing periodical reports and statutory accounts, liaising with external auditors of the company, as well as overseeing and coordinating tax related submissions. From July 2011 to December 2017, she held the positions of Legal Entity Accountant and subsequently Country Field Finance Accountant in Air Products Shared Services Sdn Bhd where her responsibilities included maintaining accounting records, preparation of local Generally Accepted Accounting Principles (GAAP) statutory reporting and financial statements, liaising with tax consultants on tax related matters and submissions.
She joined UFI as an Accounts Manager in February 2018 and is responsible for managing our Group’s finance and accounting functions, including preparing and ensuring compliance of UFI and UDI’s accounts with applicable accounting standards, preparing financial forecasts, maintaining accounting control functions and overall management of UFI and UDI’s tax related matters. She was redesignated as our Chief Financial Officer on 1 September 2021 and continues to oversee the accounts division and financial management, including managing budgeting, reporting, treasury and tax matters.
Tan Hoay Ling, Malaysian, aged 40, is our Supply Chain Manager.
She obtained a Bachelor of Science (BioIndustry) from University Putra Malaysia in 2005.
After her graduation, she began her career with Top Glove Sdn Bhd as a Manager – Packing & Warehouse in May 2005, where her responsibilities included conducting capacity analysis, participating in production planning and inventory management. She assisted the company in identifying operational issues and efficiencies, and formulating centralised order planning to increase production efficiency. She also supervised and coached warehouse personnel.
She left Top Glove Sdn Bhd in May 2014 to join UFI in July 2014 as our Supply Chain Manager and is in charge of our warehouse and inventory management, overseeing our purchasing and planning our production, distribution, participating in negotiations with our suppliers, as well as analysing order trends and sales forecasts.
Mr. Ray Liew Kang Boon, a Malaysian, male, aged 35, is the Digital Solutions Director. He graduated from LimKokWing University of Creative Technology with both a Diploma in Interactive and Multimedia Design in 2009 and a Bachelor of Arts (Hons) in Creative Multimedia in 2011.
He started his career with UFI on 1 September 2011 as a Creative
online presence via products website after he joined. In November 2018, he was promoted and appointed as a director of UFI and held the designation of Director of Corporate Communication. He holds the position of Creative Director since 1 August 2021 and was redesignated as the Digital Solutions Director with effect from 5 April 2024 and is responsible for ensuring compliance with a rigorous set of processes in adhering to ISO 9001 standards at the Company and Unique Fire Digital Innovation Sdn. Bhd. UDI This adherence guarantees quality and consistency in operations.
He has also been a director of UDI since its incorporation in January 2018 and oversees design
collaborations with the
Mr. Ray Liew is the son of Mr. Liew Sen Hoi, the Managing Director and major shareholder of the Company. He is also the brother of Mr. Ryan Liew Kang Yee and Mr.
Roy Liew Kang Chin, the Executive Directors of the Company.
Save as disclosed above, Mr. Ray Liew does not have any conflict of interest with the Company. He has neither been convicted for any offences within the past five (5) years other than traffic offences, if any, nor received any public sanction or penalty imposed by the relevant regulatory bodies during the financial year ended 31 March 2024.
Mohamad Azmir Bin Ramli, Malaysian, aged 46, is our Quality Assurance and Control Manager. His responsibilities include monitoring QC activities, product certifications and the manufacturing process.
He obtained an Executive Diploma in Manufacturing Management from University Utara Malaysia in 2012.
He began his career with Hicom Yamaha Sdn Bhd as a Assembly Operator in December 1992, where he was part of the assembly line for motorcycle engines. He left Hicom Yamaha Sdn Bhd in February 1993 and subsequently in April 1993, he joined Lion Seating Sdn Bhd, a furniture manufacturing company, as an Assistant CNC (computer numerical control) Programmer Machine Operator where he was responsible for arranging materials for production planning, preparing numerical control programmes for CNC machine programming for turret punch machines, and verifying conformity of finished products to design specifications. He left Lion Seating Sdn Bhd in August 1995 to join Steel Recon Industries Sdn Bhd (“SRI”) as a Senior Executive, Quality Assurance where he was involved in overseeing QC processes of fire protection products (including fire extinguishers, fire hose reels, cabinets), research and development of products, preparation of technical drawings for products and parts, liaising with internal and external auditors for product certification and testing, as well as liaising with suppliers on product quality.
After he left SRI in March, 2010, he took up the position of Quality Assurance and Control Senior Officer of UFI in September 2010. In February 2017, he was promoted to the position of Assistant Quality Assurance Manager of UFI. He was redesignated as our Quality Assurance and Control Manager in September 2021. He is in charge of overseeing our QC activities including inspection of records, product testing, calibration and equipment testing, as well as monitoring the production to ensure the process is in accordance with applicable quality standards. He is also responsible for coordinating product certifications, product quality improvement, investigating into defective products as well as customer complaints and following up on necessary corrective actions.