Laser has strengthened its team in the Shenzhen office and showroom bringing the number of full-time staff in China to eight.

Joining China country manager, Liam O’Reilly and the team are an additional sourcing manager, new product development manager, project manager and QA specialists.

The new team members will enable Laser to work more closely with existing and new partner factory network while further investing in compliance, quality assurance and logistics management.

Laser recently added several larger factory partners to supply its expanding product range and private label business. Time spent reviewing products will be reduced as quality and customisation will be assessed on the ground.

Laser has also formalised an agreement to add media production capabilities, enabling a faster time to provide retail partners with collateral as soon as a product is manufactured and packed, before it reaches Australia and New Zealand. Retailers based in the United States and Europe have also expressed interested in the Laser range.

“We invested in having full-time staff on the ground very early in our journey and have always enjoyed strong and fruitful relationships with our production partners, as a result of the time that we are able to put into the relationships locally,” Laser managing director, Chris Lau said.

“As our business has grown, so too has the need to add new, larger manufacturing partners in China and therefore new expertise to our team to ensure our high standards for compliance are met.

“The expanded team can now take care of significant areas of the business on-the-ground in real-time, from product quality to in-depth customisation, ensure consistency of supply, production time and other important logistical and freight issues best handled in person.

“Our investment in a strong and robust local team in Shenzhen means we can work to fully capitalise on existing and future opportunities across categories, whether that be in Australia and New Zealand or new markets including potentially the US and Europe.”

Image caption: Laser China country manager, Liam O’Reilly (centre) is joined by members of the team in the Shenzhen office.