About Us

About Us

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.

2004

Established as a specialised corporate gifts supplier

2006

Expansion into sports distribution & retail

2008

Established flagship store in Cityhall, Singapore

2010

Entry into consumer electronics with IOT focus

2014

Introduction of wearables consumer electronics & FMCG channels

2016

Distribution network of over 60 stores

2017

Corporate rebranding to unify all business units

Establishment of Malaysia office in Kuala Lumpur

2018

Development of AXTRO’s 1st inhouse product : AXTRO Fit