We started because we'd been the customer, and the service wasn't good enough
Noel Murphy moved to China from Ireland in the mid-2000s to source products for his own ecommerce businesses. He quickly realised the gap between manufacturing a product in Shenzhen and actually getting it to customers worldwide was far harder and more expensive than it needed to be. Freight forwarders were opaque. 3PLs were slow. Nobody offered the full chain under one roof.
He met Ouyang Ke (Oakes), a logistics specialist with deep carrier relationships across Asia. In 2010, they opened a small operation on Meilong Road in Longhua, Shenzhen, doing exactly what Noel had wished someone would do for him: receive stock from Chinese factories, inspect it, store it cheaply, and ship individual orders to customers anywhere in the world. Fast, accurate, affordable.
Word spread. Amazon sellers discovered they could store inventory in Shenzhen for a fraction of FBA fees and drip-feed replenishments. D2C brands realised they could skip US 3PLs entirely and ship direct from China. Crowdfunding creators found they could go from factory to backer in days instead of months.
The operation grew from that single room on Meilong Road to the current facility at Minle Industrial Park, with a 250,000 sq ft warehouse in Pinghu near the Dongguan manufacturing hub. The team grew from 2 to over 140. The parcel count grew from a few hundred a month to over 300,000. But the model is the same: your products are in China, your fulfillment partner is in China, and the gap between factory and customer is as small as we can possibly make it.
