A name can tell a story. In our case, it tells of change, growth and a clear view of the future. After eight successful years under the name AMZPro we propose with ASIAPRO opens a new chapter.

This rebranding is more than just a new logo or a modernised website. It is the logical continuation of a development that began a long time ago. We have changed because our customers have changed.

How it all began

Our journey began in Hong Kong in 2017. The founders Jens Lindner, e-commerce entrepreneur since 1999, and Ralf Herrmann, which has been active in purchasing in Asia since 2002, had a clear objective: to provide European companies with secure access to reliable suppliers.

Right from the start, quality, transparency and feasibility were at the centre of our focus. While other agencies only wanted to mediate, we were interested in long-term partnerships. We wanted to ensure that every project was implemented in a practicable, efficient and legally compliant manner.

This attitude has characterised us over the years. It was the reason why AMZPro quickly became one of the most sought-after partners for European companies that wanted to organise their procurement professionally.

The path to rebranding

Until 2025, the name AMZPro closely linked to online trading. Many of our first customers came from the Amazon environment and were looking for a reliable structure for the Cooperation with manufacturers in Asia.

However, the market has evolved. More and more customers today are brands, retailers and industrial companies that operate far beyond e-commerce. Their requirements have become more complex. They think in the long term and pay attention to sustainability, stability and compliance.

This is exactly where ASIAPRO on. With the new name, we are making it clear that we have grown beyond online trading. We are a partner for companies that not only want to buy in Asia, but also strategically develop their supplier management.

What remains - and what changes

Our values remain unchanged. Quality, transparency and practical realisability remain the basis of our work. Our team also remains the same. The people who have been supporting our customers for years continue to stand behind every project with experience and responsibility.

What is new is the sharpening of our profile. Today, we not only support retailers, but also brands, importers and manufacturers who want to structure their procurement professionally. On request, we can take over the entire process: from selecting the right supplier to the final inspection of the finished goods.

We have expanded our portfolio to meet the growing requirements. In addition to traditional purchasing projects, topics such as process optimisation, audits and supplier development are now also part of our daily business.

Why a clear brand focus is important

The importance of sourcing has changed significantly in recent years. Price and speed alone are no longer enough. Companies need transparency, legal certainty and reliable quality assurance on site.

With ASIAPRO, we are creating a brand that reflects precisely these values. The new name stands for a modern, structured and partnership-based approach. It signals that we think long-term and understand the challenges of international procurement.

We want our customers to recognise us immediately: ASIAPRO stands for safety, experience and a clear process.

Local presence as a success factor

One of ASIAPRO's greatest advantages is our direct presence in Asia. With offices in Hong Kong, Guangzhou and Shaoxing we are where our customers produce every day.

This proximity is crucial. We do not rely on intermediaries, but work directly with the factories. This allows us to react more quickly, avoid misunderstandings and ensure that all standards are met.

Our German-Chinese structure ensures that communication is not a barrier. European customers speak to experienced German-speaking contacts, while our teams in Asia take care of operational implementation. This creates trust and efficiency.

From the idea to the finished product

Every project begins with a clear analysis. We analyse requirements, materials, production capacities and legal framework conditions. This is followed by the selection of suitable manufacturers.

After sample approval, our experts accompany production on site. All processes are documented, checked and reported to the customer. This ensures that the entire process remains transparent and traceable.

Our goal is always the same: products that are delivered on time and fully meet our customers' expectations.

Quality as a promise

Quality is no coincidence. It comes about when processes are clearly defined and consistently monitored. This has been our claim for years.

Our employees lead Regular checks and check each production batch according to defined criteria. Every deviation is recorded, analysed and discussed with the manufacturer. In this way, potential problems are recognised early and resolved before they lead to complaints.

This consistent approach has earned us the trust of many international customers.

Responsibility and transparency

At a time when supply chains are becoming increasingly complex, responsibility plays a central role. We attach great importance to ethical and sustainable procurement. Our partners are carefully selected, not only based on quality and price, but also on labour conditions, environmental standards and reliability.

Every collaboration begins with a thorough examination. Only manufacturers that fulfil our requirements become part of our network.

A team with experience

ASIAPRO is backed by a team with over 20 years of experience in Asian purchasing. Many of our employees have been working in the same regions for years and have a deep understanding of local markets.

This experience is crucial when it comes to evaluating suppliers, recognising risks and successfully implementing projects.

Looking ahead

The rebranding to ASIAPRO marks the beginning of a new phase. We want to further strengthen the connection between Europe and Asia and offer our customers even more comprehensive support in the future.

In the coming years, we will expand our network, tap into new markets and focus even more strongly on long-term cooperation.

The aim is to help companies in Europe to organise their procurement professionally, efficiently and in a future-proof manner.

Conclusion

The move from AMZPro to ASIAPRO is the result of years of development. A service provider specialising in online trading has become a holistic partner for international procurement.

We combine European standards with Asian implementation expertise. We stand for quality, responsibility and reliability - values that are more important than ever in global co-operation.

With ASIAPRO, we have created a name that clearly expresses our mission: to provide companies in Europe with secure, transparent and successful access to the best producers in Asia.