Story of Yenda Lee & Lionel Lee: Bing Lee Company -Entrepreneur
Story of Yenda Lee & Lionel Lee:
The Humble Beginnings
In 1957, Bing Lee, a Chinese immigrant, started his journey
in the retail world by buying an electrical repair business in Fairfield, New
South Wales. This small repair shop soon grew into Bing Lee Electronics, an
electrical product retail and repair business. Bing, along with his son Ken Lee
and his colleague Cedric Lee, expanded their business by selling televisions,
washing machines, cooking equipment, and more household items. Their hard work
paid off, and the company began to thrive, laying the foundation for what would
become a well-known Australian brand.
Expanding the Business
Bing Lee's business took off as demand for household
appliances like televisions grew. Over time, the company joined the Retravision
NSW group, which helped them reach more customers. As the company continued to
expand, Bing Lee opened several stores across Sydney and other areas of New
South Wales. Bing Lee’s reputation for offering quality products and services
helped solidify its presence in the Australian market.
A Family Legacy
After Bing Lee’s death in 1987, his son Ken Lee took over as
the chairman of the company. Ken was instrumental in growing Bing Lee,
expanding the business further, and making it a household name in the
electrical retail industry. However, Ken passed away in 2007, and his son
Lionel Lee became the new CEO, carrying forward the legacy of his father and
grandfather.
The Role of Franchisees
Bing Lee’s expansion continued, with the company introducing
franchises in the early 2000s. These franchise stores allowed Bing Lee to
spread its presence across New South Wales. As of today, 16 of the 40 Bing Lee
stores are run by franchisees, demonstrating the continued growth of the
business model that blends family ownership with franchising opportunities.
Shifting Partnerships
Bing Lee’s business strategy also involved partnerships with
other brands. For a period, the company managed “Sony Centre” stores in New
South Wales and the ACT. However, these stores were eventually closed. Bing
Lee’s connection with the Narta Group also played a part in the company’s
long-term growth, adding another layer to its expansion into new markets.
Sponsorships and Marketing
Bing Lee has made its mark through various sponsorships,
aligning itself with popular Australian sports teams like Sydney FC and the
Sydney Swans. They also sponsored the Canterbury Bulldogs, although they ended
their partnership after allegations involving some players. The company also
made waves with its support of Seven Network's The Amazing Race Australia,
using this as a platform to reach a larger audience.
Yenda Lee: The Matriarch
Yenda Lee, the widow of Ken Lee, has played an essential
role in the company’s longevity. As the unofficial chairwoman, she often
reflects on how surprising it is that the family has continued to run the
business after Ken’s death. She remembers how her husband always believed that
the company would end when he was gone. Instead, the family’s strong bonds have
kept Bing Lee alive and thriving.
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Lionel Lee’s Leadership
Yenda Lee is incredibly proud of her son, Lionel Lee, who
has led Bing Lee as CEO after his father’s passing. Lionel has worked hard to
ensure the company stays competitive and continues to grow. Under his
leadership, Bing Lee has expanded its presence significantly, from just a few
stores in the 1980s to 36 outlets across New South Wales today.
Family Ties
The Lee family’s deep connection to the business is evident.
Lionel’s children, Jasmine, Jordan, Joshua, and Jesse, have all joined the
company, continuing the tradition of keeping Bing Lee within the family. The
family’s hands-on approach, especially Yenda's regular visits to stores and
events, creates a strong sense of unity within the company, which is rare in
today’s corporate world.
A Commitment to Personal Relationships
Yenda and Lionel both believe in maintaining close
relationships with employees, a value that Bing Lee’s founder, Ken, instilled
in the business. Ken always wanted to drive to each store, meeting employees
and treating them like family. This personal connection has remained a key part
of Bing Lee’s success, even as the company has grown substantially.
Challenges and Triumphs
Like many businesses, Bing Lee has faced its share of
challenges, such as the global financial crisis and more recently, the rising
cost of living. However, despite these struggles, the company’s commitment to
its core values, including treating employees like family, has helped it
overcome tough times. The business has endured, proving that staying true to
one’s roots can help a company navigate difficult circumstances.
Looking Toward the Future
As Bing Lee celebrates its 60th anniversary, the family
continues to take pride in the company’s success and its ability to adapt.
While they have been approached to expand the business across Australia, Yenda
and Lionel are hesitant, as it goes against the philosophy Ken held dear. The
focus remains on maintaining the personal touch that has allowed Bing Lee to
thrive and stay connected to both employees and customers. As the company
enters its next chapter, the Lee family’s dedication to their legacy remains
stronger than ever.
Timeline for story
1957: Bing Lee buys an electrical repair business, starting
Bing Lee Electronics.
1987: Bing Lee passes away; son Ken becomes chairman and
grows the business.
2007: Ken Lee passes; son Lionel becomes CEO, continuing the
legacy.
Early 2000s: Introduces franchises, expanding Bing Lee's
presence.
Sony Centre: Bing Lee manages Sony Centre stores in NSW and
ACT.
Sports Sponsorships: Sponsors Sydney FC, Sydney Swans, and
The Amazing Race Australia.
Yenda Lee: Yenda Lee, the widow of Ken Lee, supports the
company's continuity.
Lionel Lee's Leadership: Lionel leads Bing Lee to 36 stores
across NSW.
Family Involvement: Lionel's children join the company,
continuing the family legacy.
Personal Relationships: Focus on close relationships with
employees, instilled by Ken Lee.
Challenges: Overcomes global financial crisis and rising
costs with core values.
2025: Celebrates 60th anniversary, hesitating to expand
further but maintaining personal touch.
