Mr Michael Tien shared the three key success factors of Atlas Sound and Vision: premium products, strong customer focus and good staff.

Like a dramatic score, Atlas' history has seen many ups and downs.

The audio-visual company, most known for bringing Bose sound systems to Singapore, first started out as a record-lending shop called The Record Library in 1962.

Subsequently, its owners, Mr and Mrs Alex Tien, opened another shop called Atlas Sound in 1965 and began bringing in industry-leading brands. The business grew steadily and at its peak, grossed $3.8 million. However, it was badly hit by the economic downturn in the mid-1980s and folded in 1986.

That same year, the couple's elder son, Michael, then 21, decided to start his own business of retailing audio equipment, calling it Atlas Hi-Fi.

The company thrived under his able leadership. In 2000, it achieved a $20-million turnover, of which 90% was generated from sales of Bose equipment, and was named the best Bose retailer worldwide.

In 2001, Atlas was approached by Loewe and started retailing premium television set.

The company prospered until the SARS outbreak, among other challenges in 2003, caused sales to slide by 30%. To regain market share, Atlas opened suburban outlets and overcame the crisis.

The following year, the young Michael saw a niche in providing audio solutions to corporate clients and Atlas made inroads into new markets, including hospitality and institutions.

Keen to take his business to greater heights, he approached SPRING in 2005 and received funding help to apply for ISO 9000 certification, implement an enterprise resource planning system and embark on a rebranding exercise.

Today, the company, which goes by the name "Atlas Sound and Vision", is a Singapore Promising Brand Award winner. It has a flagship store and showroom at Millenia Walk, two other retail outlets and a B2B store-cum-showroom in Changi. It also owns three shops in Kuala Lumpur and plans to expand to Australia.

Most telling of all, Atlas has a 78,000-strong customer database and has bagged Bose's Best Distributor Award at least five times, beating counterparts in countries like Thailand, Indonesia and Spain.

Sharing how Atlas maintains its sharp competitive edge, CEO Michael Tien said: "The three things that differentiate us are firstly, our products, which are premium and not run-of-the-mill. Secondly, our customer-centric strategy is vital to what we do. And thirdly, our people, who demonstrate our core values of passion, excellence, integrity and respect."

With noteworthy initiatives like a mentorship programme, structured training for new recruits, a shift rotation system to give sales staff one weekend off every month, and supporting staff through tertiary and post-graduate education, the CEO hopes to bring out the best in every employee. It's no surprise that Atlas’ staff turnover is low. In fact the longest-serving staff has been with the company for 29 years.

Besides nurturing his people, Michael also cares for the welfare of the less fortunate and constantly avails Atlas' expertise and products for community projects.

One recent example is "In Harmony with Education" -- an interdisciplinary children's music programme developed by jointly developed by Bose and The National Association for Music Education in America. Convinced that it is an excellent tool to motivate students in their studies and contribute to their holistic development, he has pledged to give 10% of Atlas' annual profits to bring it to Singapore schools for free. That's not all. He even engaged a full-time staff to run the programme.

In more ways than one, Atlas has lived up to its tagline "sound and vision that inspires". By sharing the fruits of its success, the company has touched many lives. Now that's truly uplifting!