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Bettina Staggenborg’s passion for France started in her school days with exchange programs in Belfort. This interest deepened when she pursued a dual-degree program in Business Administration at Université Le Havre. Today, with 19 years of experience as an International Sales Manager at AXRO, she is dedicated to serving the French market with expertise and enthusiasm.

Born in Le Havre, Gwenael Kervella worked as an economics teacher while Bettina was studying in his hometown. Although their paths didn’t cross back then, they eventually met in Hamburg – moving from one port city to another. Since 2022, Gwen has been part of the AXRO team as an International Sales Manager, focusing entirely on the French market.

Together, Bettina and Gwen ensure that French resellers not only gain access to top brands at AXRO but also benefit from genuine added value.

As the French market evolves, it is essential to expand beyond national borders. How does AXRO’s international expertise give resellers a competitive edge?

Bettina Staggenborg:
"In my experience, many French businesses prefer to buy locally and are often hesitant to work with foreign suppliers. The market is characterized by strong security concerns and a tightly knit network between IT manufacturers and major distributors, often secured by long-term contracts.

However, pressure is mounting. Shrinking margins and rising end-customer demands for immediate availability are pushing resellers to seek flexible and high-performance alternatives. AXRO stands out with a combination of flexibility, quality, and fast service. Our B2B customers know that we not only offer competitive prices but also ensure that products arrive safely and damage-free."

Gwenael Kervella:
In the future, it will be increasingly important for my countrymen to be successful outside France. Our international approach helps resellers to expand their own markets in Europe. With our new 20,000 m² logistics centre, we have also created the capability to deliver even faster and more efficiently. By using the latest technology, such as the Autostore, we aim to maintain a 48-hour delivery time within the European Union.

More and more buyers are complaining about the problems they face in obtaining adequate quantities of top-quality goods at good conditions. Is there a way out?

Bettina Staggenborg:
"Our strength lies in responsiveness and access to a vast European sourcing network. We continuously monitor the market to secure the best prices while catering to our customers’ specific needs. Our product managers actively source items, ensuring we deliver only high-quality original goods—no counterfeits, no compromises.

Our complaint-handling process is structured, secure, and customer-focused. This ensures smooth transactions and provides the security that French resellers expect."

Gwenael Kervella:
"Unlike many large distributors, where interactions have become increasingly impersonal and automated, we offer direct support. Our customers have dedicated contacts—no call centers, no waiting loops. If a reseller wants to add a specific product to their lineup, they can simply reach out to us.

For example, a French retailer urgently needed access to Bose products but couldn’t source them from the three authorized distributors in France. Despite strong customer demand, he faced a closed market. So, he turned to us: ‘Can you help?’ And we did—quickly and efficiently."

What ways have you found to satisfy the very high quality demands of resellers?

Bettina Staggenborg:
"French resellers place great importance on quality and want to ensure they are working with the right partners. I’ve learned that it’s not just about the products—it’s about finding smart, efficient solutions that make our customers’ lives easier.

That’s why our after-sales and customer service teams are structured to handle inquiries in multiple languages, including French, Spanish, and Italian. Our customers receive fast, precise responses—without language or cultural barriers. This international mindset is deeply embedded in our company culture and is evident in every interaction."

Gwenael Kervella:
"With our newly optimized webshop, we have made a clear investment in the future. French customers frequently tell us how much they appreciate the user-friendly interface and transparency of our system. This positive feedback motivates us to continue developing tailored solutions.

Another key differentiator is AXRO’s representation system: We are available to our customers at least 340 days a year. Thanks to a structured rotation, we ensure that there is always someone available—an increasingly rare reliability in today’s fast-paced business environment."

Gwen, what do you think is most important when communicating with French customers?

"An in-depth knowledge of the French language and culture makes a huge difference, especially in direct communication. Customers immediately feel comfortable and understood, which is the foundation of a strong business relationship. It also helps to avoid misunderstandings and allows us to address cultural nuances that can be crucial in negotiations".

AXRO is celebrating its 35th anniversary this year. What does this mean for the French market?

Bettina Staggenborg:
"Our 35 years of experience stand for stability and reliability—exactly what our French customers need in today’s dynamic market environment."

Gwenael Kervella:
"That’s right, Bettina. Being in business for so long has not only brought us success but has also strengthened our financial stability. AXRO is a partner you can rely on—not just today, but for decades to come."

What’s your message for French resellers who don’t know AXRO yet?

Gwenael Kervella:
"I understand the difficult situation of my French colleagues. Our goal is to grow alongside our customers and build honest, sustainable partnerships. It’s about creating a true win-win situation—even though that’s not always easy in today’s business world. But that’s what drives us: growing the pie, not just redistributing the slices."

Bettina Staggenborg:
"That’s why I say: Call Gwen or me, give us a try—no risk involved. We can start with a test deal and see how it goes. And if it doesn’t work out? No hard feelings. But honestly, I’m pretty sure you won’t want to go back to business without AXRO." (laughs)