The Fraba Group, a supplier of sensors for industrial motion control and safety systems, reported July 16 that it’s opening a new business unit in China. The new company, Fraba Industrial Automation (Shanghai) Co. Ltd.), will serve the 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, 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,” says Christian Leeser, CEO and majority shareholder at Fraba. “Since then, we expanded our presence in 2009 by establishing a regional headquarters in Singapore, and by steadily growing our team and distribution network in China.”
The new Shanghai-based company is another milestone for Fraba in establishing a strong presence in Asia, bringing the immediate benefit of improved services for customers in China. 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 development of warehouse facilities and even local manufacturing, so recruitment and training of local staff will be key to the success of these initiatives.
“This is an exciting development for Fraba, and underlines our strong commitment to China’s industrial automation sector,” adds Leeser. “We believe combining Fraba’s technologies with the Chinese spirit of innovation will be a recipe for prosperity and success for ourselves and for our customers.”
