Innovation and ownership: The cornerstones of COURTS Singapore’s enduring success

At COURTS Singapore, Dione Poh (left) and Susan Yeo (right) reflect a culture built on growth, creativity, and collaboration.

COURTS Singapore is architecting a modern workforce from the inside out, building a corporate culture so robust it doubles as its primary strategy for talent retention and high performance. With a heritage of over 50 years, the household retail giant is proving that the secret to thriving in a competitive landscape lies not in transient perks but in fostering a deeply ingrained sense of ownership, support, and psychological safety.

The organisation’s approach is a deliberate move away from a transactional employer-employee relationship. As Susan Yeo, Head of Human Resources and General Affairs, outlined, the goal is to be an employer of choice. “We believe in fostering a warm, open, nurturing, and fair work environment where everyone feels valued and supported to produce their best work,” she told HRM Asia.

At COURTS, this commitment goes beyond words. The organisation’s talent strategy reflects a deep investment in employee growth and empowerment. “In each of our departments, we have experienced team members who are willing to guide and nurture individuals keen on achieving success together as a team,” Yeo explained. COURTS also identifies high-potential individuals for its Management Trainee programme, aiming to develop future leaders from within.

The organisation’s values—ranging from openness and fairness to creativity, ambition, and societal contribution—serve as guiding principles that shape its culture. “We foster a work culture that promotes joy, wellness, and employee-centric support systems where employees feel valued, cared for, and empowered to perform at their best.”

Innovation from the ground up

Dione Poh knows firsthand what this culture looks like in action. She first joined COURTS as an intern in 2021, handling customer enquiries behind the Click-and-Collect counter and managing warehouse operations. But it was the organisation’s environment and people that made her stay.

“I saw real growth potential, particularly in digital marketing, and felt it was the perfect place to kick-start and grow my career,” said Poh, who is now a Digital Marketing Executive. “During my internship, I experienced firsthand how supportive and dynamic the team was.”

Since then, she has worked on several projects—including COURTS Stream Party, a livestream initiative which features live bidding, exclusive promotions, and real-time audience engagement. Hosting those sessions pushed her out of her comfort zone and helped her develop confidence both professionally and personally. “I wasn’t the most confident person—especially in front of cameras,” she admitted. “But being part of this project really pushed me to grow.”

She is now leading content and social media efforts for COURTS’ SG60 campaign, an omnichannel initiative celebrating Singapore’s 60th birthday. “The environment encourages creativity and experimentation,” she added. “And that aligns perfectly with my interests and passion.”

Beyond culture and innovation, COURTS places strong emphasis on performance, but not at the expense of employee wellbeing.

“Building a high-performance workforce means cultivating a competent, inspired, motivated and forward-looking team that embodies an owner’s mindset,” said Yeo. “That means we act and think like owners of the business, rather than just salaried employees.”

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COURTS encourages employees to treat work as a source of joy and to pursue daily improvements with an open mind. The organisation aligns personal aspirations with HR practices, offers robust performance-based rewards—including a bi-annual performance bonus and a commission and incentive scheme—and celebrates progress, not just perfection.

“We also see failure as a crucial component of the learning process,” Yeo said. “With each setback, we gain deeper introspection, refine our approach further, and eventually emerge stronger.”

When evaluating potential hires, COURTS looks beyond academic or technical credentials. “We look for enthusiastic individuals with a positive attitude and cheerful outlook, someone who is service-oriented and has a high level of initiative and integrity,” Yeo shared. “We also look out for good negotiators and individuals who are focused, responsive and alert, with the ability to work under pressure.”

For Poh, it is the spirit of openness, collaboration, and support that truly distinguishes COURTS. “My favourite thing about working here is the people and the opportunity to innovate,” she said. “We are encouraged to speak up and share new perspectives and ideas regardless of our roles. The organisation genuinely values employee growth, often providing learning opportunities and mentorship.”