Mr. Sami Kteily, Executive Chairman of Pebsteel Buildings, and Mr. Adib Kouteili, Co-Founder and Director of Pebsteel Buildings, tell about Pebsteel’s 30-year journey of innovation, resilience, and growth in Vietnam.
1) After three decades of growth, from its founding in Europe in 1994, with Japanese shareholders, 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?
Mr. Sami Kteily
We are a modern corporation, not a family business or conglomerate. This means we have established policies, procedures, and an organizational 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 decentralized 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 of 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 organization. This has been our competitive advantage in 2024 and for the past 15 years.
Mr. 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 emphasizes finding solutions rather than focusing on problems.
2) What is the core strength driving Pebsteel’s continued success?
[Mr. 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 extremely important, 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.
3) How has Pebsteel integrated advanced steel processing technologies to optimize resource use, improve the durability of projects, and promote sustainability?
[Mr. Kouteili]
Pebsteel began operations 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 utilize advanced machinery, such as Lincoln automatic welding lines from the U.S.
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.
“Over the years, and with 30 years in this business, we have earned the trust of our customers. Trust is the most important factor.”
Mr. Sami Kteily
Executive Chairman of Pebsteel Buildings
4) 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?
[Mr. Kteily]
We honor our commitments. And when you honor 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.
”Pebsteel’s 30-year journey began with a clear vision to introduce modern and efficient steel building technology to Southeast Asia.”
Mr. Adib Kouteili
Co-Founder and Director of Pebsteel Buildings
5) How has Pebsteel contributed to Vietnam’s industrialization over the past 30 years? What role do you see the company playing in Vietnam’s future economic development?
[Mr. Kouteili]
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 programs 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.
