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.


Established as a specialised corporate gifts supplier


Expansion into sports distribution & retail


Established flagship store in Cityhall, Singapore


Entry into consumer electronics with IOT focus


Introduction of wearables consumer electronics & FMCG channels


Distribution network of over 60 stores


Corporate rebranding to unify all business units

Establishment of Malaysia office in Kuala Lumpur


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