Pebsteel driven by passion to give back to society

Sami Kteily, executive chairman of Pebsteel Buildings

From its founding in Europe in 1994, to becoming an industry leader headquartered in Vietnam with 12 regional sales offices, what competitive advantage has Pebsteel cultivated that sets it apart from its rivals in the steel building industry?

Sami Kteily: We are a modern corporation, not a family business or conglomerate. This means we have established policies, procedures, and an organisational structure that promotes transparency and equality among employees, fostering a family-like atmosphere. Our open-door policy encourages equal opportunities and employee recognition, which has created a positive work environment.

At the same time, we have decentralised operations, where country heads truly run the show. Our executive committee members at the head office play a significant role in leading, while country heads in all the countries where we operate - Cambodia, Thailand, Myanmar, the Philippines, and Indonesia - hold both responsibility and authority. They are empowered, trusted, and supported. This open-door policy, coupled with equal opportunities, competitive pay, and bonuses, has cultivated a nimble organisation. This has been our competitive advantage in 2024 and for the past 15 years.

Adib Kouteili, co-founder and director of Pebsteel Buildings

Adib Kouteili: I have lived in Vietnam since 1993 and spent a significant amount of time in ASEAN before that. Honestly, this year is especially meaningful for Pebsteel, as we are celebrating our 30th anniversary. Despite the many challenges faced both regionally and globally, the company has remained successful. Pebsteel’s 30-year journey began with a clear vision to introduce modern and efficient steel building technology to Southeast Asia. This success is rooted in the passion and solution-driven mindset of the team, supported by Vietnam and ASEAN. At Pebsteel, the company culture emphasises finding solutions rather than focusing on problems.

What is the core strength driving Pebsteel’s continued success?

Sami Kteily: Our core strength lies in our nimbleness and the trust we place in our people, allowing us to respond quickly to challenges. In the construction industry, issues are inevitable, but our on-site teams have the authority to make decisions without needing to consult the head office. This is essential because, in construction, time is money. The most important thing to a customer isn’t the price. In our industry, the customer wants to ensure the project is delivered on time and per the agreed specifications. This is crucial.

Over 30 years, we have built trust with our clients. When problems arise, we don’t run away. When issues arise, if they want to meet the chairman, I'm always available. This level of accessibility is rare in companies with rigid hierarchies. At Pebsteel, decision-making is straightforward, empowering our country managers and on-site staff.

This approach makes us fast, responsive, and fully committed to our agreements with customers. Our commitment is the key to our success.

How has Pebsteel integrated advanced steel processing technologies to optimise resource use, improve the durability of projects, and promote sustainability?

Sami Kteily: Pebsteel, a European company under the PEB Group, began operating in Southeast Asia in 1994 and has since established high technology standards in prefabricated steel building production. We adhere to the latest design standards and utilise advanced machinery, such as Lincoln automatic welding lines from the US.

We continuously evolve by replacing environmentally harmful products with sustainable alternatives that address challenges like global warming. Our commitment to updating codes to meet global standards reflects our adaptability, driven by passion. When you have passion, you can always change to make things better. Passion includes finding better ideas, better solutions, and better products for your customers and stakeholders.

Pebsteel now operates in over 50 countries and territories and has expanded across Southeast Asia. What were the key drivers behind this international growth, and how did you approach entering new markets?

Sami Kteily: We honour our commitments. And when you honour your commitments, you earn the trust of the people around you, especially customers. That is why customers love us and why they keep coming back because they know we always deliver on our promises.

We view our customers as partners, and the same goes for our employees. Everyone shares in the success of the company. Happy employees and happy customers give you an advantage that no other company in this industry has.

It has been a long journey, but I can assure you that the legacy of this journey will continue and the sky is the limit for the next 30 years.

How has Pebsteel contributed to Vietnam’s industrialisation over the past 30 years? What role do you see the company playing in Vietnam’s future economic development?

Sami Kteily: When it comes to giving, it is part of our culture and our values. When you give, you also receive. For example, Vietnam has many skilled engineers, but traditionally, they focused on concrete. We invested heavily in training and raising awareness about the benefits of steel for the community and industry. We partnered with universities, donating steel buildings and conducting training programmes in Vietnam, Myanmar, and the Philippines. The more we gave, the more we received in return.

We also worked with hospitals to help those with heart conditions or deformities. In addition, we collaborated with schools to improve infrastructure, such as fixing leaking roofs, to create a better learning environment for students.

Sustainability is central to our values. We replaced outdated products with new, environmentally friendly solutions that benefit students, workers, and society as a whole. It has always been part of our culture to give back.

Pebsteel marks 29th anniversary with optimism for future This year sees the 29th anniversary of Pebsteel's founding, marking almost three decades of near constant growth and innovation in the steel industry.

Pebsteel offers green solutions for sustainable development In its almost three decades of experience in the steel building industry, Pebsteel has established itself as an innovator of engineering solutions and as a trailblazer in developing outstanding green building projects.

Pebsteel partners with CN Green Roof Asia and Leepak Pebsteel entered into a cooperation agreement on January 15 with CN Green Roof Asia (Green Roof) and Leepak to develop the rooftop solar system for Leepak's factory in the northern province of Bac Ninh.