Behind the scenes

Why Digitec Galaxus relies on local expertise in Hong Kong

27.3.2025

Translation: Elicia Payne

In a glass skyscraper in the middle of Hongkong, around 85 people work for Migros. Three local professionals work exclusively for Digitec’s and Galaxus’ own brands – one of them is Kevin Chui. He and his colleagues ensure that Digitec and Galaxus’ own brands meet the highest standards.

On Wang Chiu Road in eastern Hong Kong, there’s one high-rise building after the next. In between them are street cafés, a small park and endless queues of cars. The glass tower with the offices of Migros Asia is located above a shopping centre at number 38 – right in the centre of the hustle and bustle of the metropolis.

The view of Hong Kong from the 32nd floor.

Through the huge windows on the 32nd floor a sheer endless sea of skyscrapers fill the landscape. 85 employees are buyers for Migros, Digitec and Galaxus. They select suppliers, maintain business relationships with manufacturers, monitor supply chains and enforce quality standards. The product range extends from food and textiles to technology, which can be bought in Migros stores or at Digitec Galaxus as private labels. This year, the team’s celebrating the office’s 30th anniversary. Digitec and Galaxus have also been acquiring local expertise for around a year now.

Without the Hong Kong office, we wouldn’t be anywhere

Most of the employees are locals. They know best what makes the Asian market tick, are familiar with the culture and speak the local languages. Their cultural background is precisely what makes the office so valuable. Kevin Chui, one of the employees on site, explains: «Hong Kong is the gateway to the best electronics manufacturers in Asia. Thanks to our local presence, we can ensure that Digitec Galaxus’ own brands meet the highest standards in terms of innovation and quality».

Kevin (in checked shirt) and Yannick look at possible USB-C cables.

Kevin, 40 years old and raised in Hong Kong, is a total electronics expert. With the knowledge of the Asian market he’s built up over many years, he visits factories or tracks down the latest products at trade fairs, such as the Canton Fair, so he can make contact with potential producers. At the same time, he maintains relationships with manufacturers and ensures that our Trade Brand Management team in Switzerland is always up to date. The Swiss team is led by Yannick Cejka and Osman Erdogan. Yannick Cejka, Trade Brand Manager at Digitec Galaxus, describes Kevin Chui and the rest of the team as a crucial part in the brand’s success: «They have in-depth knowledge of the Chinese market. Without them, we wouldn’t be able to implement the quality standards and acquisition of producers so successfully and efficiently.»

Products are tested on site

Esther Leung’s role involves testing products and manufacturers. Leung, who grew up between Hong Kong’s skyscrapers and the colourful markets of Kowloon, has 20 years of experience and a vast knowledge of quality assurance and sustainability.
Her team not only checks product quality, but also compliance with strict social standards. «For us, quality isn’t just a seal on the packaging. Our experts regularly check whether hygiene practices or production processes meet the highest standards. And we support suppliers in gaining international certifications,» says Leung.

Esther Leung in conversation with Adriano Labruzzo, who’s responsible for food from the Asian region.

«The quality standards go far beyond product selection – all own-brand products are first tested on site in Hong Kong before being put through their paces again by independent testing institutes in Switzerland. This ensures products are safe, but also durable and efficient,» explains Esther Leung, Head of Quality Assurance. «This saves our customers and ultimately us a lot of trouble and ensures we only sell products that meet high standards.» One example she mentions are electrical appliances like power banks. If these don’t meet the high safety standards here, they could pose a danger in certain circumstances.

Own brand sales on the rise

The first network cables with the Digitec label were added to the range in 2020. Since then, our own brand range has expanded rapidly. Today, the product range includes everything from power banks and HDMI cables to batteries. It’s clear from the increasing sales figures that customers appreciate both quality and fair prices.

Connecting Asia and Switzerland

«Our aim isn’t just to monitor suppliers, but to support them in the long term and grow with them,» says Leung. Kevin, Esther and their teams see themselves as the connecting puzzle piece between two worlds. Their proximity to suppliers, knowledge of local conditions and close relationships with producers enable them to unite the demands of Digitec Galaxus and Swiss customers.

Kevin and Yannick visit an electronics factory.

In this densely populated city of over seven million inhabitants, daylight slowly gives way to the bright colours of neon signs, car headlights, stores and restaurants. When the office lights go out in Hong Kong, work begins in Switzerland.

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Manuel Wenk

Communications Manager

Manuel.Wenk@digitecgalaxus.ch

As a Multimedia Producer, preparing multimedia content and knowing about cutting-edge technology is my business. My main focus at digitec is producing videos. I can’t wait to try out new products such as cameras, drones or smartphones as soon as they’re launched. This is where being at the source comes in rather handy. When I’m not working, I’m probably skiing, biking or hiking – the mountains are my place to be.

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