🌟 Crafting Success at the Intersection of Passion and Expertise 🌟

Bonjour! I'm AJ, a dynamic and driven professional with a passport full of experiences and a heart set on making waves in the world of business. Originally hailing from the picturesque landscapes of France, I've found my current home and hustle in the vibrant metropolis of Hong Kong.

My journey has been a tapestry woven with threads of innovation, quality, and technology, influenced profoundly by the titans of industry I've had the privilege to work alongside. With over a decade of diverse experiences under my belt, I've navigated the intricate landscapes of Consumer Electronics, Toys, Education, Design, and Fashion, leaving a trail of success in my wake.

What sets me apart? It's not just about the titles or accolades—it's about the relentless pursuit of excellence. Armed with a robust skill set encompassing sales, marketing, product lifecycle management, and supply chain expertise, I thrive on immersing myself in every facet of a business to drive unparalleled success.

But beyond the boardrooms and sales pitches, I'm a staunch believer in the power of storytelling—the heartbeat of brand building. I place great emphasis on cultivating genuine, sustainable relationships founded on trust and integrity, because I understand that true success is built on a foundation of authenticity.

When I'm not charting the course for business triumphs, you'll find me embracing the great outdoors, whether it's pounding the pavement on a morning run, conquering mountain trails, or pushing my limits in fitness training. And let's not forget my wanderlust—my passion for travel not only fuels my adventurous spirit but also enriches my global perspective, seamlessly aligning with my professional pursuits.

So, why wait? Let's connect and explore the boundless opportunities to collaborate and co-create success together in the Asia-Pacific region. Whether you're a fellow trailblazer or a kindred spirit, I'm here to turn visions into victories. To contact me, you can drop me a DM or email me on aurelien@unlock-apac.com.

Aurelien Joly

Six years ago, I picked the “perfect” time to relaunch a business… March 2020. 😅

Yesterday marked my 6th anniversary at the head of Unlock APAC — the sales agency I originally founded in 2014, and which I decided to restart and rebrand right before the world pressed pause due to the global pandemic.

Looking back, a lot has changed.
Markets shifted. Supply chains broke. Borders closed. Then reopened.
The company evolved. The structure matured. The ambitions grew.

But the drive? Still as strong as ever. Sky’s the limit.

If I reflect on these past six years, the biggest change in my life wasn’t business-related.

It was the birth of my daughter.

It may sound like a cliché, but she truly is my sunshine — and my daily engine to become a better person, a better father, and a better entrepreneur. Many parents will relate: your “why” suddenly becomes crystal clear. Every decision carries a little more meaning.

The second major milestone was building the right team.

No business grows alone — especially not across a region as diverse and complex as Asia Pacific. I’m incredibly grateful to be surrounded by passionate, driven people who believe in our mission: representing great brands across APAC and helping them grow as high as we can go, together.

Sam Chan, François Lui, Erzhan Zhanuzakov, you are the anchor of this business.
And on this anniversary, I want to say thank you.

We have big ambitions for the years ahead.
Many more milestones to hit.
Plenty of lessons still to learn (hopefully with slightly better timing than 2020).

Here’s to the next big chapters.

And thank you to everyone who has supported, trusted, challenged, or wished me a happy work anniversary along the way — it truly means a lot.

#WorkAnniversary #Entrepreneurship #APAC #Leadership #BusinessGrowth

Founder & Director | Entrepreneur I APAC Market Expansion Specialist | Expert in Consumer Electronics, Tech, Lifestyle & Design | Omni-Channel Growth Strategist

This Chinese New Year, my daughter taught me something I didn’t expect — and it stopped me in my tracks.

We were doing something simple, just spending time together during the holiday, when it suddenly hit me how fast everything is moving. One moment you’re celebrating their first milestones… the next you’re realizing how many have already passed.

Time doesn’t announce itself. It slips by quietly. And even when you know that, you rarely feel the full meaning of it until a random, ordinary moment makes it real.

I was reminded of a perspective I once heard: by the time children are very young, many of their core traits and ways of seeing the world are already forming. Before you know it, they’re halfway through the years they’ll live under your roof. A few birthdays later, most of your total time with them at home is already behind you. Blink again, and they’re nearly grown — thinking independently, building their own lives, needing you less.

It’s a confronting thought. Not because it’s sad — but because it’s true.

And strangely, that realization isn’t heavy… it’s clarifying.

It makes the small moments feel bigger.
It makes distractions feel less important.
It makes you choose presence over pressure.

This week reminded me that time with our kids isn’t something we “have.” It’s something we’re given — in limited supply.

So here’s to noticing it while it’s happening, not after it’s gone.

#Parenthood #Perspective #TimeFlies #ChineseNewYear #CNY2026

nordio agency aps

LOEWE, the German premium and luxury brand for TV and Audio with a legacy back 98 years already, is now back with a completely new product line up for high quality and premium Televisions and Audio products – still with high focus on ”Made in Germany”. We are proud to bring this brand to the Nordic audience now starting from May 2021.

Commercial Development Director, Loewe Nordic

TIVOLI AUDIO is already an iconic radio and audio brand from USA with a legacy back to the year 2000. it delivers quality products that are built to last. We are happy to be involved in the further growth and success of the brand in local Denmark as well as in the Nordic region.

Sales Development Manager, Tivoli Audio

ELEEELS is next level of personal Healthcare. With a comprehensive product series massage guns, leg massagers, back, knee and EMS massagers, you can now bring Physiotherapy On Your Side. The brand is successfully set up already now with comprehensive retail partners in various segments and considered among the best in class brands in its category.

Sales Director, Eleeels, Retail

Enkel (Enkl) means ‘simple’ in Danish and it reflects our ambitions of making sound simple to use, simple to share and simple to move and on the go.

Global Sales Director - Retail, ENKL Sound

Commercially driven brand and technology agency.
We help brands go to market - setting the targets and with a clear execution plan.
We build brands and assist in their marketing and product development phases as well.

founder ⎮ commercial director

NURA headphones and technology is unique in the global market today. Armed with the knowledge that everyone's hearing is unique, Nura began the journey of changing how humanity experiences music forever with personalised sound. We assist Nura in bringing these unique products out - globally into designated and restricted retailers and partners.

Commercial Development Director, NURA

LIFESMART and COLOLIGHT is a leading IoT company focusing on the global smart home market. By utilizing the advantage of AI and IoT, LifeSmart provides you and your family with a safe, comfortable and colorful lifestyle. LifeSmart is working with Apple Homekit, Google Home, Alexa and other leading platforms. We are assisting the brand to develop the market in the Nordic region with key retailers and partners and training key personnel through webinars and sessions in why is Smart Home truly 'Smart' and what platform to choose over the other.

Nordic Sales Director, LifeSmart & Cololight

WESTINGHOUSE is a real iconic brand from USA with a legacy back to 1886! For more than a century, Westinghouse has consistently provided innovative, reliable, high-quality products and customer service. It’s a combination of groundbreaking technology and rock-solid dependability that’s made us one of the world’s most trusted brands. 

We are humble and proud to be leading the sales in the Nordics of the brands division of Homeware products.

Nordic Sales Director, Westinghouse Homeware

B.93 BackOp Foreningen

BackOp Foreningen (tidligere 100-mandsklubben) er en forening for 93ere, der gerne vil give lidt tilbage til den klub, der har givet dem så meget. Det gør vi ved at støtte ungdomsarbejdet i B.93.
Ungdomsarbejdet har altid været en kerneopgave for B.93. Det ønsker vi at styrke. Ikke ved at overføre penge til klubben som sådan, men ved at give en økonomisk håndsrækning direkte til hold eller spillere, der måtte have brug for det.
BackOp Foreningens midler kan søges af alle i ungdomsafdelingen. Vi har støttet rejser til internationale turneringer, hvor vores bedste ungdomshold kæmpede mod nogle af de bedste hold i Europa – og vandt. Men vi kan også godt støtte en spiller med hjælp til betaling af kontingent, selv om vedkommende ikke er en del af eliteafdelingen, men bare elsker at spille fodbold i B.93. BackOp Foreningen er for både elite og bredde, piger og drenge. Alle er vigtige for os.

Vice Chair / Næstformand

Northbaze Group AB (publ.)

Responsible for worldwide sales activities for the Group’s primary brands of Jays & Krusell. Coordinating sales activities within the group’s team of sales staff located in Sweden, Denmark and Germany. Creating new sales strategy with dedicated regional focus. Execute of the board’s sales target and overall goals. Member of the Group’s Management team.

Northbaze Group AB is an audio specialist who develops, designs and produces earphones, speakers and equipment for portable media players and Smart mobility under different brands. The brand portfolio currently consists of the brands CLINT® Digital, Jays Headphones, KAVAJ and Krusell. The products are being sold worldwide through global distributors and through each brands eCommerce. Northbaze Group AB is a publicly listed company on Nasdaq First North.

Northbaze Group currently has offices in Sweden, Denmark, Germany, Hong Kong, Thailand, where its 100% owned production facility is located.

Global Sales Director

Jays Headphones

Responsible for starting up new category for speakers with streaming and smarthome IOT functionality. Responsible for a dedicated team, setting up Denmark office/operations. Design and development and go-to-market strategy for this new category.

Jays was founded in 2006 with a vision to give everyone an opportunity to experience great sound and designs. Jays design is rooted in the Swedish heritage with clean and simple lines. With a focus of always being on the forefront of both technology and design innovation, Jays has during the years launched many award-winning products.

In 2018, Jays became Northbaze Group by expanding into the Smart Mobility vertical with the acquisition of Krusell with a brand legacy of designing and manufacturing high-quality mobile accessories since 1991 with a strong dedication and Nordic appeal in this area.

Commercial Development Director

EET Group A/S

Category responsible for premium Sound & Vision brands and Private Label within the Consumer Electronics division.

EET Group is a value added niche IT distributor, providing suppliers and customers with expert industry knowledge, intelligent logistics solutions, unique sales service and smart marketing tools. Under the commercial name, EET Europarts, we help quality brands bring their products to the European market across 25 countries. Every day our state-of-the-art logistics centre handles thousands of shipments going out to more than 43.000 buying customers. EET represents more than 920 brands, from global icons to local favorites.

Commercial Director, Sound & Vision

Podspeakers | Shaping Sound

Responsible for a dedicated team to re-develop this iconic audio lifestyle brand with new product roadmap by implementing new wireless technologies, new go-to market plan, new website and brand/marketing plan. Group Brand responsible with monthly business reviews directly to Group management.

With a long history the iconic shaped Podspeakers goes back to 1965 where Scandyna was established.
Simon Ghahary designed the first Podspeaker (initially called the house-pod) in 1991.
The series contains of a variety of speakers in various sized to fill the entire home with High Fidelity sound, such as the MicroPod, MiniPod, BigPod and the Drop are all today considered iconic with many awards and top reviews to back it up. The Podspeakers have during the years been used in many TV series, movies and art studios/galleries.

Commercial Director

Clint Digital

Responsible for a dedicated team to develop lifestyle sound product range, setting the future strategy including roadmap and go-to market plan. Successfully launched the brand globally by setting up partner network programs and gained numerous design awards and best-in- test / reviews. Full P/L responsible and business reviews directly to Group management.

Clint Digital was founded to provide well-designed and well-engineered lifestyle consumer electronics products. Clint has during the year received multiple top honors for reviews and tests and also highest design honors by Red Dot Awards, Good Design and IF design awards.
Clint Digital is proud of being an innovative and forward thinking tech and lifestyle company with high focus on latest technologies within IoT and digital sound & vision platforms. 
The product range is mainly developed and designed in Denmark and is strongly focused on design and functionality. Clint Digital strives to create products including state-of-the-art technology, sophisticated design and user-friendliness for everyone. Welcome to the world of Clint.

CEO, co-owner

ViewMedia 

Development and tech company for lifestyle consumer Audio/Visual products. Specialized in projects from idea to finished production. Sales to primarily the Nordic region. Successfully developed and launched operator approved digital TV products and latest digital audio (DAB/Internet/streaming) for the transition from analogue to digital. Direct responsible for 10 staff.

CEO, partner

HCL Europe A/S

Import and distribution company of consumer electronics to major chainstores and supermarkets in primarily the Nordic region. In-house RMA & service centre setup to handle all own brands but also solution-selling to external customers acting as their Nordic partner. Own product development team for latest technology products within Sound & Vision and IT products.

Managing Director, co-owner

Experienced commercially driven with an extensive Entrepreneurial & Management history and track-record within Consumer & Lifestyle Electronics. Strong overall worldwide network from both manufacturing and sales partners. Professional skilled in Product Development, Sourcing, Manufacturing in Asia, Category Management, Brand Management, Marketing Management, E-commerce, International Business, and Go-to-market Strategy. Just bring it on!...

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