Founded in 2004, we started as a corporate gifts supplier with aspirations to deliver top-notch products at competitive prices.
In 2006, we diversified the business and ventured into the distribution and retailing of sporting goods under the brand AXTRO Sports. Our team identified an underserved market in the competitive swimming industry, which led us to represent the FINIS brand.
Since then, we have grown tremendously by building on our core strength in distribution and retailing, as well as being a forerunner in business innovation. We have expanded into the consumer electronics industry, with a focus on lifestyle and fitness technology, such as activity trackers, connected health devices and smartwatches.
A decade after the company’s establishment, we embarked on a rebranding exercise to better articulate our diverse product lines into strategic business units under the AXTRO brand. May 2016 saw the launch of our new corporate identity, together with the rebranding of our corporate gifts division as AXTRO Gifts.
With the anticipated increase in the adoption of smart home technology, a new business unit AXTRO Smart was launched. AXTRO Smart aims to enhance the quality of life of our valued customers through the use of smart technology in their living and working environments.