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Fraba Group, an international supplier of sensors for industrial motion control and safety systems, opened a new business unit in China. The new company, named the Fraba Industrial Automation (Shanghai) Company, will serve the rapidly expanding Chinese industrial automation market. The company was established in March 2024 as a wholly foreign-owned enterprise (WFOE).
When selecting a way to express “Fraba” in Chinese characters, the launch team chose characters that convey a commitment to customer satisfaction and success, a dedication to innovation, and an ambition to succeed in this dynamic environment.
“Fraba has been actively involved in Asia since 2001, when we first established a relationship with a Shanghai-based distributor,” commented Christian Leeser, FRABA’s CEO and majority shareholder. “Since then, we have expanded our presence by establishing a regional headquarters in Singapore in 2009 and by steadily growing our team and distribution network in China.” The new Shanghai-based company is another milestone on Fraba’s journey toward establishing a strong presence in Asia. For the initial launch, the company’s focus will be on enabling domestic sales transactions and reducing delivery times. The new company will also be authorized to resolve issues with customers. Future possibilities include the development of warehouse facilities and even local manufacture. The recruitment and training of local staff will be key to the success of these initiatives.
Leeser concluded, “This is an exciting development for the Fraba Group and underlines our strong commitment to China’s very dynamic industrial automation sector. We believe that the Fraba’s leading-edge technologies, combined with the Chinese spirit of innovation will be a recipe for prosperity and success for ourselves and for our customers.”
