ASNOVA’s First M&A Involves an Overseas Company
- ASEAN
- M&A
- Circular Economy
- Singapore
- Circular Business
IR
ASNOVA Acquires Qool Enviro Pre Ltd, Expanding Presence in Singapore's Sanitation Service Sector
In April 2025, ASNOVA officially welcomed Qool Enviro Pte. Ltd. into its group - marking a strategic step forward in expanding its presence in Southeast Asia’s environmental and sanitation services sector. Based in Singapore, Qool Enviro has earned a reputation as a trusted provider of temporary toilet rentals, event cleaning services, and waste management, serving construction, events, and public sectors. From a modest beginning of just 50 portable toilets, the company now manages over 3,000 units, offering a broad range of sanitary solutions including hand-wash stations, portable showers, and sinks. Qool Enviro’s success is not only measured in numbers, but in the strength of its customer relationships, its resilient growth, and its unwavering people-first philosophy.
Mr. Wyman and Ms. Cindy reflected on the hurdles they faced when launching Qool Enviro, from establishing operational workflows and earning the trust of clients, to managing logistics and maintaining hygiene standards in a demanding industry. Their hands-on approach and dedication to quality service were key to building a loyal customer base. The co-founders spoke candidly about their decision to partner with ASNOVA, highlighting the synergy in values and long-term vision. "It is not just about the acquisition - it is about aligning with a partner who understands our commitment to service excellence and wants to take it further," said Ms Cindy. Mr. Wyman added, "ASNOVA brings a new level of strategic capability and resources that will allow Qool Enviro to scale more efficiently while continuing to meet the needs of our customers."
Text: Sayaka Mitsuda
Interviewer：Motoharu Anami
Photo：Motoharu Anami
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- Wyman
- Founder of Qool Enviro Pte. Ltd. He is in charge of the operations department and is responsible for the overall management of the company.
- Cindy
- Founder of Qool Enviro Pte. Ltd. She is in charge of the sales and accounting departments, and is responsible for the overall management of the company.
How the Philosophy of Valuing People Led Qool to Join ASNOVA
Q. What inspired you to establish Qool Enviro Pte. Ltd.? ~Building a Business from the Ground Up~
Cindy: Founded in 2006 with a few like-minded partners, Qool Enviro was established with the vision of going beyond the conventional toilet rental business. At a time when most companies focused solely on providing portable toilets, we identified a gap in the market for comprehensive, one-stop environmental solutions. In response, we expanded our offerings to include event cleaning, waste management, and related services - delivering integrated support to clients across construction, events, and public sectors.
Starting with just 50 portable toilets, we have since grown to manage over 3,000 units, along with a wide range of sanitary solutions such as hand-wash stations, portable showers, and sinks. At the heart of everything we do is a deep commitment to people. We strive to understand and meet the needs of both our customers and our employees. Guided by our motto, “We Listen, We Deliver, We Care”, we have built a truly people-centred organization that values empathy, service excellence, and long-term relationships.
Q. What challenges did you face in the early days and how did you overcome them? ~Humble Begginings, Driven by Determination~
Wyman: When we founded Qool Enviro, we had very limited resources - minimal capital, a small team, and just one truck. Our share of the initial start-up capital was borrowed from my late father, allowing us to launch the business together with our partners. We began with only 50 portable toilets and operated out of a small office space beside a recycling facility, chosen for its affordability to keep our costs low.
In those early days, we wore many hats - handling everything from sales and accounting to administrative duties ourselves, alongside just two other staff members. As a new player in the industry, we had to work hard to win the trust of potential clients. We spent countless days making cold calls, sending emails, and personally visiting offices and job sites to introduce our services.
It was a challenging period, but through perseverance, hands-on commitment, and a focus on delivering reliable and quality service, we gradually earned the confidence of our clients. That dedication laid the foundation for what has become a strong, loyal customer base and the company we are proud to lead today.
Q. How did you meet ASNOVA, and what led to the decision to join them? ~A Shared Vision: Choosing the Right Partner in ASNOVA~
Wyman: Before meeting ASNOVA, we had received several merger and acquisition proposals over the years. However, none of them materialized due to differences in vision and values. At Qool Enviro, our team is like family - some of our employees have been with us for more than a decade. We have built deep bonds grounded in trust, loyalty, and mutual respect.
When I was introduced to President Ueda of ASNOVA through a mutual contact, I felt an immediate connection. We shared similar philosophies - particularly around how we care for our employees, and our experience in the rental and construction industries. I had a strong intuition that ASNOVA would not only honour what we had built but would also be a partner capable of helping us grow to the next level.
After close to 20 years, Qool Enviro has become a stable and successful business, but we are still considered a small enterprise. We started thinking seriously about how we could create more opportunities for our people, especially our younger employees. By joining ASNOVA, a publicly listed company in Japan, we see the opportunity to transform from an SMC (Small and Medium-sized Company) to an MNC (Multi-National Corporation). This meant more than just business expansion, it meant career development and global exposure for our team.
Cindy: When we shared the news with our team, the response was incredibly positive. During one-on-one conversations, many employees expressed excitement about the opportunity to visit or even work in Japan. It is heartening to see how open and enthusiastic they are about the future.
What really stood out to us was ASNOVA’s deep commitment to employee well-being, something that aligns perfectly with our own values and aspirations. It reassured us that this partnership is not only a strategic business move, but also a meaningful step forward for our people.
As partners with shared values, the two companies move to the next stage
Q. What is most important to you in running a company? ~Leading with Purpose: People First, Always~
Wyman: For us, the most important principle in running a company is to serve our customers and that includes both our external clients and our internal team members. We strongly believe that when employees feel valued, supported, and empowered, that positive energy naturally reflects in the quality of service we provide and the relationships we build with our customers.
Cindy: We have seen this progress with our Sales Managers, Ms Lynn and Ms Shermaine. Both joined us as administrative and marketing assistants, and over time, with opportunities for growth and development, they have stepped up to lead the sales team. We see leadership potential in them, and we are committed to nurturing that talent.
At Qool Enviro, our belief is simple: when you invest in your people, they will invest in the company. That philosophy has been the foundation of our success, and it is a value we are excited to continue strengthening as part of the ASNOVA Group.
Q. Do you spend a lot of time together outside of work? ~Beyond Business: The Importance of Family and Team Bonding~
Cindy: We deeply value quality time with family and friends, as family is the foundation of everything for us—especially our parents and children, who continuously inspire and support us. Despite our busy schedules, we prioritize spending meaningful moments together, whether it’s a simple family dinner or a shared holiday adventure. Outside of work, we enjoy traveling to new places, exploring different cultures, and participating in sports like bowling and swimming, which keep us active and bring joy and laughter into our daily lives.
These shared experiences help us unwind, stay grounded, and maintain a healthy work-life balance by reminding us of what truly matters and recharging our energy and focus for the workplace. This strong emphasis on personal connection and balance also shapes our leadership at Qool Enviro, influencing how we approach team building, employee well-being, and fostering a supportive, people-first culture.
Today, we continue to nurture this spirit through monthly birthday celebrations, company anniversary and festival events, and team lunches such as hotpot gatherings—favorites among our staff. These occasions give everyone a chance to relax, connect, and enjoy time together beyond the daily routine. At Qool Enviro, we believe a happy team is a dedicated team, and these moments are just as important as the work we do.
Wyman: We’re together almost 24/7 - both professionally and personally. While we share a lot of our time, I also treasure quiet moments in nature, like hiking or forest walks. It’s my way of recharging and reflecting.
In the early days, we had weekly bowling sessions with the team. It was not just for fun, it played a big role in helping us build stronger relationships, foster team spirit, and create a more connected, supportive workplace.
Q. What dreams or goals do you want to achieve with ASNOVA? ~Looking Ahead: Innovation, Expansion, and Global Growth~
Wyman: Joining ASNOVA opens the door for us to move beyond portable toilet rentals and explore broader opportunities in environmental and rental solutions. With ASNOVA’s strong platform and expertise, we’re well-positioned to innovate and introduce new services that meet evolving market needs. At the same time, we have a strong ambition to expand internationally. Having already established a strong presence in Singapore; we see tremendous potential to diversify our offerings and grow our footprint across the region. This partnership marks a new chapter, one where we aim to scale our impact, enter new markets, and create lasting value for our customers and employees alike.
Cindy: Being part of the ASNOVA Group provides us with a strong platform to innovate, broaden our service offerings, and enter new markets beyond Singapore. We’re excited about this next chapter - not only for the company’s future, but also for the meaningful opportunities it will bring to our employees.
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