Xenon Tan and Lenney Leong are entrepreneurs who believe that successful businesses are built by solving real problems and creating lasting value. Having established their own track records in marketing, e-commerce and business development, the pair joined forces to establish DTC Labs Asia, a brand accelerator focused on helping businesses strengthen their foundations, scale sustainably and achieve meaningful growth.
Xenon previously built and exited Heavenluxe, a multimillion-dollar business, within nine months, while Lenney brings over a decade of entrepreneurial and marketing experience. Together, they have helped clients generate more than $80 million in revenue across their portfolios. In this interview, they share their entrepreneurial philosophies, the challenges of early success and their ambition to nurture Singapore’s next generation of founders.
Both of you built businesses independently before coming together at DTC Labs Asia. What made you decide to join forces, and what does each of you bring to the partnership?
Xenon: We both had established businesses and track records in marketing and e-commerce. I had also sold my own brand before we joined forces. As people increasingly approached us for business advice, we began collaborating on projects and discovered that we worked exceptionally well together.
Our strengths complement each other. I focus more on front-end marketing and sales, while Lenney specialises in marketing architecture and strategy. Combining our approaches created strong synergy, which eventually led to our partnership.
Lenney: I’ve been an entrepreneur for over ten years, building different businesses and helping clients develop their brands. Across our respective portfolios, we have helped generate more than $80 million in revenue for clients.
We realised that by combining our experience and expertise, we could deliver even greater value. That’s why we established DTC Labs Asia as a brand accelerator.
Xenon, you built Heavenluxe into a multimillion-dollar business within nine months before exiting. What did that experience teach you about building a valuable brand?
Xenon: Heavenluxe began with a personal problem. I’m particular about sleep quality, and after trying numerous bedsheets, I wanted to create something better that I would genuinely use myself.
Like most entrepreneurs, I initially wanted to build a profitable business. However, the experience taught me that a successful brand must offer value beyond generating sales.
Speaking with customers helped me understand why they purchased our products. I realised that people connect with authentic founder stories, products that address their needs and messaging that resonates with their lives. Building something you genuinely believe in creates a stronger foundation for long-term brand value.
Lenney, you started working hard from a young age, sometimes seven days a week. Looking back, what was the biggest factor behind your success?
Lenney: When I started, I had very few resources, but I had time. I decided to exchange that time for experience and knowledge. One of my most important decisions was seeking mentors who had already achieved what I wanted to accomplish.
I offered my time and assistance in exchange for opportunities to learn from them. Those experiences helped me develop valuable skills. Working seven days a week doesn’t necessarily guarantee success. You can work extremely hard without making meaningful progress.
For me, learning from experienced mentors and applying their knowledge was far more productive than simply working longer hours.
How do you determine whether a struggling brand has a marketing problem, a product problem or a business model that shouldn’t be scaled?
Xenon: We examine specific performance metrics to identify where the problem lies. For an online business, we first test different sales messages and evaluate how customers respond. If substantial traffic and repeated messaging improvements still fail to generate sales, there may be a product-market fit problem.
If the product has demonstrated demand, we examine marketing performance, including customer acquisition costs and traffic efficiency. Understanding the underlying issue is essential before attempting to scale.
Lenney: I focus on market demand and profitability. Does the product have sufficient demand? Are customers buying it? More importantly, are the margins sustainable?
We also benchmark businesses against competitors. If similar companies achieve healthy margins while yours barely breaks even, something needs attention. Scaling an unprofitable business without addressing its underlying problems can make matters worse.
You have both achieved financial success relatively young. Has that created pressures or challenges that outsiders might not recognise?
Lenney: Every new level of success brings different challenges. As a business grows, the scale and complexity of its problems increase. For us, entrepreneurship has become about more than money. We enjoy challenging ourselves, exploring our potential and helping others succeed.
We are both gamers, so we sometimes approach business like a game where we are constantly trying to achieve a higher score.
Xenon: Success naturally creates expectations. Family, friends, clients and business partners expect you to keep improving. That pressure can be challenging, but we choose to see it positively.
Once financial survival is no longer your primary concern, purpose and personal growth become more important. We enjoy overcoming challenges, achieving new milestones and discovering how far we can push ourselves.
What do you think makes a good entrepreneur?
Lenney: Resourcefulness is essential. Good entrepreneurs know how to find solutions, build networks and obtain resources even when they have very little. They also need grit, practical judgement and the ability to adapt. Business isn’t just about understanding theories. You must listen to the market, recognise what customers actually want and respond accordingly.
Xenon: I believe entrepreneurs are fundamentally problem-solvers. What distinguishes a strong entrepreneur is the determination to identify real-world problems and develop innovative solutions.
Neither of us came from wealthy families or had special financial backing. We had to create opportunities through resourcefulness and determination. The bigger the problem you solve, the more value you can potentially create. Businesses that genuinely improve people’s lives have stronger foundations for success.
What’s your vision for Singapore in the next five years?
Lenney: Singapore has incredibly capable people and a strong talent pool. I would love to see Singaporeans become more positive, collaborative and willing to support one another.
I also believe local brands have tremendous potential to expand internationally rather than limiting themselves to the domestic market.
Xenon: I hope more young Singaporeans will pursue entrepreneurship and have the courage to create something of their own. Growing up in a relatively comfortable environment can sometimes discourage people from taking risks. I would like to see more individuals challenge themselves, pursue their ambitions and develop innovative businesses.
That’s also part of our mission at DTC Labs Asia. We want to support aspiring founders who have promising ideas but lack the experience, resources or direction to execute them.
By helping these entrepreneurs build meaningful brands, we hope to contribute to Singapore’s economy and create opportunities beyond our shores.
If you could have a superpower for one day, what would it be and why?
Xenon: I would choose the ability to travel back in time. On a personal level, I would probably go back and invest in Bitcoin early!
From a business perspective, I would revisit my younger years with the knowledge I have today. I would avoid unnecessary mistakes, spend less time and money on things that didn’t matter and focus earlier on opportunities that could make a meaningful difference.
Lenney: I would choose something similar. I would love to return to the beginning of my entrepreneurial journey with the knowledge, experience and resources I have now. Being able to start earlier and make better decisions would be incredible.
Connect with Xenon & Lenney: Xenon LinkedIn and Lenney LinkedIn.
