Company Profile: Asian Sunglasses Association

July 22nd, 2010 at 2:53 am by Xiamen Wave

Business

Asian Sunglasses Association (ASA) was founded by brothers Marco and Erik Knobbout, who entered the sunglasses business in 1988 via their Holland-based trading company. In 1989, ASA was commissioned by AHOLD to design a private label for their chain of ETOS drug stores. This marked the beginning of a long-term partnership with ASA supplying sunglasses for 500 ETOS drug stores. The AHOLD partnership allowed ASA to distinguish itself in the sunglasses business, thereby becoming one of the most highly regarded companies worldwide for designing and setting up private labels. In 1990, ASA entered into a partnership with MACINTOSH Retail Group which resulted in their sunglasses appearing at 150 HALFORDS stores and 200 SUPERCONFEX stores across Europe.

As ASA’s business expanded, their reputation for professional and popular designs, coupled with their industry-wide recognition for providing first rate customer service, drew the attention of international retailing giants. In 1992, they attracted CARREFOUR’s attention and became a new member of their supply chain. ASA expanded their design capacity to include not only private labels, but also retail packaging and displays. This expansion, in conjunction with ASA’s continued commitment to professionalism and efficiency, led to a fruitful partnership with A.S. WATSON GROUP whereby ASA became the supplier for 1000 KRUIDVAT stores throughout the Netherlands and Belgium. In 1996, ASA was commissioned to develop Marilyn Monroe brand sunglasses for multiple American retailers and also became a supplier for 700 DUANE READE stores. Currently ASA has developed partnerships with a number of premier direct customers including universally acknowledged industry leaders HEMA and WAL-MART.

ASA's painting facility ensures that every pair of sunglasses exceeds industry quality standards.

ASA recently opened an independently operated sunglasses factory in Xiamen. The new factory, which is the biggest of its kind in Fujian province, covers an area of 6000 square meters, features state of the art technology and a newly redesigned showroom. Additionally, ASA features an in-house sales department which allows customers from all over the world to communicate directly with the factory, thus improving quality control and reducing costs for all clients. The new factory not only abides by international social compliance standards, but also provides unparalleled service and a highly efficient manufacturing process using only the highest quality materials.

ASA’s new Xiamen factory features a streamlined and state-of-the-art six phase production process: 1) Injection 2) Polishing 3) Smoothing 4) Painting 5) Assembly and 6) Quality Control. ASA’s quality control system is first-class and all phases, from planning to production, are carefully monitored to meet European, American and Australian standards. ASA’s extensive investment in R&D guarantees they are on the cutting edge of style, marketing and production technology. In 2007, ASA was the first in the sunglasses manufacturing industry to implement an Enterprise Resource Planning (ERP) management system, which ensures an effective and productive management process.

Each lens is expertly crafted by ASA's skilled employees.

ASA is a firm supporter of the Business Social Compliance Initiative (BSCI), an international business-driven platform for the improvement of social compliance and working conditions within the global supply chain. ASA is committed to providing their employees with a safe working environment as well as fair standardized wages and benefits. They were also the first company in their field in China to adopt and adhere to BSCI ideology.

Owners Erik Knobbout (left), Marco Knobbout (middle) and GM Alex Zheng (right).

ASA’s vast experience, commitment to professionalism and efficiency, superior design and product quality, unparalleled customer satisfaction and a sincere dedication to the welfare of all their employees, is what sets them apart from the competition and has been attracting the biggest names in the retailing business for decades.

For more information please visit their homepage at http://www.a-s-a.cn.

Article: Luke Smith/Chaz Madrid
Photographs: Karl Webster