Co-Founders, The SGFR Store Pte Ltd

Mohamed Haikkel Bin Firdhaus, Luqmaan Haakim & Lucas Phua

They didn’t just follow trends, they became the reason they exist. Haikkel, Luqmaan, and Lucas are the trio behind The SGFR Store, a retail-media hybrid redefining what it means to build a brand in the age of Gen Z. With 8 physical stores across Singapore and a digital presence that blends product, content, and culture, SGFR is where CPG innovation meets viral storytelling.

SGFR co-develops everything from drinks to experiences with influential tastemakers, creating high-concept products that resonate far beyond their packaging. Their hit product Quench, the world’s first ice cream drink, sold over 72,000 cans in a single month proving that virality is just the beginning when backed by real execution.

But this journey started with a hard pivot. Haikkel made the bold call to shut down his first business, SGFishingRigz, after it lost momentum post-COVID. That failure however also sparked their biggest success.

Their core lesson? Virality is fleeting. Systems scale. SGFR stopped chasing trends and started building frameworks. SGFR is more than a store, It’s a blueprint for the future of retail.