We caught up with Michael at his Bangkok HQ, to find out how he managed to successfully enter this very competitive world.
So why back in 2006 did you choose to fly half way across the world to arrive in Thailand?
Mike: Originally, I moved to Singapore in 2002 to spend time with my father, loved Asia, so decided to stay. I met my future wife just two weeks after arriving, and eventually I moved to Thailand.
How did you start Fenix XCell?
Mike: I met a couple who were in the golf business at a tournament, and after a brief spell working together, decided to buy their half of the business and Fenix was born.
Do you remember your first retail customer?
Mike: Yes it was Muang Kaew. Luckily, I knew the GM there and he took a chance with us. At the same time, we got our first custom order from a Singapore finance company, and delivered shirts for their golf event in Thailand.
What were the challenges back then?
Mike: Finding the right materials, while keeping to the suppliers’ minimum orders was tough. We were a small company, so had to rely on leftover fabrics.
The other main challenge was keeping all our customers happy. I remember I even took orders for just five shirts with multiple logos, and delivering them myself!