Fipper, under the leadership of its CEO Choong Jee Von, has transitioned over the years from a local-made brand to a trendsetting one that tourists will buy in the dozens; there are at least 15 color combinations of every design per year after all; to take back home as souvenirs.

Jee Von’s journey with Fipper began six years ago, but his leadership philosophy was shaped long before. His experience working with a mentor in Penang, Malaysia, helped to shape his management style and approach to leadership.

Jee Von

It was also in Penang where he learned how to manage IPOs, mergers & acquisition and corporate finance, all of which laid the foundation for his current success at carving out Fipper’s business growth.

This mentor along with Jee Von’s professional network in the Silicon Valley of the East which includes his MBA alumni, had imparted crucial lessons on management, export strategies, and manufacturing processes.

People-Centric Management: The Heart of success

At the core of Fipper’s success is Jee Von’s people-centric management approach. Drawing inspiration from his former boss, Jee Von prioritizes employee welfare and engagement. He understands that management is “all about people” and focuses on creating a positive work environment.

This approach has not only boosted employee satisfaction but has also attracted young, talented individuals to the company. “After I joined Fipper, I attracted a lot of young talent, because they like to work with me.”

The young CEO admitted he knows almost all of his 140 employees by name, and that he practices a very flat hierarchy management structure. “I need to spend a lot of time, but I am able to know what is happening in the entire company because a flat structure enables a collaborative and interconnected team that works well.”

Differentiation and Expansion

Under Jee Von’s leadership, Fipper has expanded its footprint beyond Malaysia. With nearly 130 outlets worldwide, including presence in China, Indonesia, Japan, Australia and Cambodia, Fipper is steadily growing its international presence. The company’s strategy involves careful market positioning, adapting to local needs while maintaining its core identity.

For example, Fipper can be priced higher in countries with four seasons. “Slippers are not so accessible there, because they are only worn during summers. Retailers have the risk of slippers becoming obsolete and needing to be stored for a whole year.”

“I’m very hands-on. When I propose something I immediately know how this decision will affect other departments and the operations, overall.”

By offering a wide range of colors and designs while maintaining affordable pricing, Fipper has carved out a niche in the market. This strategy has allowed them to compete effectively with larger international brands and Jee Von proudly shared that they have more outlets than their main competitor in countries like Malaysia and Indonesia.

“There’s another barrier to entering this business – not many competitors can create so many color combinations in so many different sizes like we can, and at the price points we have.”

Sustainable business model: Circular economy in action

According to Jee Von, a majority of slippers are made with PVC materials which take at least 400 years to break down. While it does so, it releases toxic, chlorine-based chemicals that are harmful to the environment. “Some PVC materials can take up to a million years,” he pointed out, adding that the natural rubber latex Fipper slippers are made of, disintegrate harmlessly in years or decades depending on factors like temperature, moisture, and more.

Jee Von has implemented a sustainable production process at Fipper, embracing the principles of circular economy. The company’s manufacturing process minimizes waste by reusing materials, aligning with modern ESG (Environmental, Social, and Governance) standards. This approach not only reduces environmental impact but also optimizes production costs.

For example, the large sheets of colorful rubber that are made of thinner pieces stacked together with heat and pressure, can have about six pairs of slipper shapes cut out of them. The leftover materials do not go to waste, and will be recycled and reused to produce low-carbon sustainable slippers, that are environment-friendly.

Simplicity Meets Creativity for design, marketing and customer engagement

Fipper’s design strategy focuses on creating versatile products with multiple color combinations. Jee Von said, “Every year I will launch less than four models (of slippers), but in one year I will have 15 colour combinations (for each model).” Fipper was certified by The Malaysia Book of Record as The Most Multi Coloured Slippers produced in the year 2018.

This approach allows for frequent updates to product lines without the need for constant new model developments. The marketing strategy leverages social media platforms like TikTok and collaborations with influencers, positioning Fipper products as must-buy souvenirs for tourists visiting Malaysia. In countries of four seasons like China, Japan, South Korea and Australia, Fipper footwear also commands premium pricing.

Jee Von’s approach to customer engagement extends beyond typical interactions.

“I’m very hands-on. When I propose something I immediately know how this decision will affect other departments and the operations, overall.” With this in mind, his approach is to address the party with the most potential impact, in order to kickstart his desired project.

He shared an example of how he masterfully orchestrated a large corporate sponsorship of a football tournament, whilst managing expectations and concerns among the company’s board of directors and his distributor partners from Cambodia, Indonesia, Japan, and China. He found a way to align with his partners in the country by understanding their business needs, and then winning their trust.

“Life long learning is crucial to being resilient in the face of challenges.”

Three years ago, Fipper struck a collaboration with Malaysia Airlines (MAS) on limited edition sandals. He explained the potential of the partnership, saying, “The purpose is to target a certain niche segment in order to boost the branding more effectively.

MAS stewardesses with the limited edition collection

“Many people could not believe that a household affordable brand like us would be able to work with MAS on their limited edition sandal. But we did it.”

He had found a way to make it happen by proposing mutual beneficial terms to various MAS stakeholders. The agreement was finally inked after a year of discussion.

Subsequent collaborations with reputable icons like influencer Neelofa, prominent esport player Soloz (pics below), football legend Azman Adnan, and Petron have achieved overwhelming response.

Looking ahead: Future growth and challenges

Leading a growing company comes with its challenges, and Jee Von recognizes the importance of maintaining work-life balance. He emphasizes the need for self-satisfaction in one’s work and the importance of taking breaks to recharge. “Life long learning is crucial to being resilient in the face of challenges. I have attended various courses like DISC Personality Theory, Neuro-Linguistic Programming (NLP), and various other disciplines. These help me in understanding and improving my interactions with people,” said Jee Von who also leverages peer networks and has first-hand experience about its importance from sessions organized by MDEC, MATRADE, and the Capital Market Malaysia (CMM).

Jee Von’s leadership at Fipper demonstrates that with the right blend of innovation, people-centric management, and strategic market positioning, even a seemingly simple product like flip-flops can become a fashion statement – “Fipper For Life”.

As Fipper continues to grow, he faces the challenge of maintaining the company’s agility while expanding its market presence to share his colorful footwear to more people. The focus remains on penetrating the Southeast Asian market, leveraging the region’s large population, growing consumer base, and tendency to wear casual footwear like slippers.