Crestar’s recent feature in Lianhe Zaobao as part of The Emerging Champions Awards marked a significant moment for the company.

The Awards recognised enterprises that have demonstrated clear progress in innovation, sustainability and operational transformation, and Crestar was profiled as one of the companies reshaping what everyday consumer brands can look like in Singapore.

The recognition also provided a timely opportunity to articulate the work that has taken place behind the scenes. This article brings together the initiatives highlighted in the feature and the ongoing efforts that continue to strengthen Crestar’s products, processes and partnerships. It is organised around the areas that have shaped our progress, beginning with the systems that support sustainable operations, followed by the role of AI in strengthening our teams, the environmental considerations built into our everyday decisions and the collaborations that have shaped each step of the journey.

Designing Sustainability Into the Everyday

We approach sustainability as a structure that supports the entire business, from product development to installation, rather than a strategy applied at the end. This perspective was highlighted in Lianhe Zaobao’s coverage of the Emerging Champions Awards, where Crestar’s transformation was profiled alongside other forward-moving enterprises. The feature emphasised that companies recognised for sustained progress share a core mindset: “要在当今环境中保持竞争力，中小企业必须把创新和效率落实在日常营运里 (To stay competitive today, SMEs need to embed innovation and efficiency into their everyday operations).”

That expectation has shaped Crestar’s direction over recent years.

The shift began with a systematic overhaul of manual processes. Paper-based workflows, standalone tools and repeated administrative tasks were consolidated into a digital platform that now supports finance, invoicing, inventory and field operations. This created a more consistent flow of real-time information across the organisation and reduced operational friction in daily planning. A cloud-based contact centre extended this consistency by centralising enquiries, appointments and service histories within one connected system.

The same discipline guides our product and sustainability decisions. Core technologies such as DC motors, integrated LED lighting and hybrid cooling research reflect a long-standing focus on energy-efficient cooling rather than short-lived features. This mindset also shapes the way products enter the home, with styrofoam-free packaging now used across new models to minimise waste from the outset.

Our showroom follows the same logic. Instead of a conventional retail setup, it was designed as an environment where airflow, lighting performance and finishes can be evaluated in conditions closer to real homes. This earned recognition as Best Retail Interior Singapore at the International Property Awards. Modular fixtures allow the space to evolve without frequent rebuilds, keeping material use low while maintaining functionality over time.

Building Human Capability with AI Tools

Our approach to AI grew out of a practical need to handle rising volumes without stretching the team. The first step was the launch of our GenAI chatbot for sales and customer support. Built on a consolidated knowledge base, it manages routine questions with predictable accuracy and reduces the burden on staff during peak periods. This allows people to focus on cases that require judgement or technical clarity.

Zaobao noted that the companies making the most meaningful strides in AI adoption share a people-first approach. It observed that “人工智能的价值不在于取代人，而在于提升每个人的能力 (The value of AI lies not in replacing people, but in strengthening their capabilities).”

Our implementation follows this principle closely, where we implemented Microsoft 365 Copilot to manage internal drafting, summarising and analysis tasks that previously demanded significant time. Copilot Studio extended this by enabling an internal FAQ chatbot that centralises onboarding, documentation and reference checks. This gives new staff a clearer starting point and reduces information gaps for existing teams.

These tools were integrated into point-of-sale and retail workflows, allowing details from sales interactions, service records and customer queries to move through the organisation with fewer gaps. This unified approach to AI and workflow design was one of the factors that allowed us to be recognised among Microsoft's Top 50 Global Leaders in AI adoption.

Operational Decisions That Reduce Footprint

The Emerging Champions Awards spotlighted enterprises that demonstrate measurable progress in sustainability, and our operational upgrades formed a significant part of its feature. One of the most impactful shifts has been the transition to an electric service fleet. Twelve EV vans now support installation and aftersales work, powered by charging ports at our headquarters. This reduces emissions associated with routine site visits and creates a quieter presence in residential environments.

Material use has been reviewed with the same level of care. New packaging standards remove styrofoam from upcoming models and replace it with recyclable alternatives that protect the product with minimal waste. This ensures that the environmental footprint is reduced from the moment a fan leaves the warehouse.

On the product side, smart connectivity increasingly shape how households manage cooling. Integration with the Tuya IoT ecosystem allows fans to be scheduled, automated, and adjusted within existing smart home setups. This gives users more control over energy consumption while building on earlier engineering innovations such as DC motors and LED integration.

Collaboration as a Driver of Transformation

Crestar’s transformation has been shaped by the organisations that work alongside us. Each partnership strengthens a different part of the business, whether it involves digital systems, sustainability practices, or the way our retail spaces are designed. The result is a network that strengthens capabilities that would be difficult for an SME to build alone.

Our digital transition was supported by IMDA, Websentials, Microsoft, SoftwareOne, EPOS and Enterprise Singapore. Their guidance enabled the adoption of our GenAI support system, Microsoft 365 Copilot, our internal virtual agent and the integrated POS and CRM environment that now anchors the customer journey.

Sustainability efforts have been reinforced by partners such as DBS and ESGpedia, who supported the shift toward measurable sustainability practices, including the move to an electrified service fleet and refinements to packaging materials. Deloitte provided a roadmap that linked these operational changes to longer term goals.

Talent development has been strengthened through collaborations with NTUpreneur, Singapore Management University and Nanyang Polytechnic. These partnerships support training in AI, analytics and product development and help build a pipeline of talent aligned with the tools and standards that shape our next phase of growth.

Zaobao’s coverage of the Awards described this collaborative approach as a defining trait of the companies driving Singapore’s next chapter of growth. It noted that “只有把资源和专长结合起来，企业才能突破成长瓶颈 (Only by combining resources and expertise can companies break through growth barriers).” Our partnerships reflect this logic, with each collaboration reinforcing a different part of the organisation’s evolution.

Crestar’s journey, as profiled in The Emerging Champions Awards, reflects a broader commitment to building systems that last. The work does not end here. We continue to expand our capabilities, refine our operations and collaborate with organisations that share similar ambitions for sustainable, technology-driven growth.

We welcome partners, collaborators and institutions interested in co-developing smarter, more resilient ways to bring comfort into homes and spaces. To explore opportunities or begin a conversation with our team, you may connect with us through our website or reach us directly via LinkedIn.