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Xindao Celebrates 30 Years in the Industry

Dutch-based giant Xindao celebrates 30 years in the promotional gift industry this January. The company employs more than 300 people, 60 in Shanghai, 150 in Romania and 90 in Holland, with a further 20 representatives in different countries.

The company’s founders came up with the name from the Chinese words Xin and Dao meaning ‘new’ ‘direction’. PM asked CEO Albert van Der Veen (pictured) what have been some of the reasons why Xindao has stood the test of time.

“We position ourselves more as a high-end gift company rather than an everyday promotional gifts supplier. Powerbanks a year ago were the thing everyone wanted, now important as they are, they are not as trendy as Bluetooth. We are seeing more companies want to echo the quality of retail products.

Xindao likes to see itself as a trendsetter, not a follower, but that comes with the responsibility to create and find new products all the time. Products out in January can be second generation by the summer such is the pace of change. Our stock position is better than ever, we have some 1,700 SKUs and 12 product categories. This is a long way from the founders’ original product line of tape measures.

Xindao remains fast growing and from 2010-14 we doubled our turnover, quite some achievement given the challenges in the marketplace. The company now has a turnover of almost €50 million, with France being the most important market, followed by Germany and the Benelux. The UK stands as fifth in rankings.

We have a strong company culture and that includes the products we select. It would be very easy to make a quick buck and look at high volume potential products but we believe in searching out new and exciting products which is why we now launch products every month online and not just at the traditional January fairs.

Having a clear identity as a supplier is very important. We don’t compromise on quality and we have a state of the art printing factory in Romania.

With the 30th anniversary of Xindao, the company is planning a very special staff  Christmas party all over Europe on the 19th December.” 

Happy Birthday Xindao! 

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