Selinko expands into Asia, looks to grow digital offerings

Selinko, the Belgium-based object identification solution and anti-counterfeiting technology company, has opened its first Asia-Pacific office located in Taipei.

This new office is Selinko's second expansion outside of Europe, following the opening of its US office in Washington State in September last year.

Alongside the expansion comes the appointment of Allen Hong who will become Selinko's Asia-Pacific managing director. He is based in Taipei, Taiwan.

Selinko says in a statement that Allen brings over 17 years of experience leading technology sales, services, and operations for both large public companies as well as software start-ups.

Allen also comes to the firm from the ecommerce company Digital River, where he was the group vice president and general manager for the branded manufacturer business unit, APAC.

Prior to Digital River, he served as the MD of greater China operations for distribution service technologies, an ecommerce provider for automotive aftermarket, which was later acquired by Solera.

Allen has much experience in digital marketing, ecommerce and supply chain operations for branded manufacturers, and also holds dual master's degrees from Cornell University.

By extending its international presence in the Asia-Pacific market, Selinko says it will be able to support European brands with "a proactive brand protection strategy" to grow on the Asian and Pacific markets free from counterfeiting issues, while in addition "answering the latest digital trends in terms of mobile marketing activations".

The firm also aims to help with the increasing demands of local high-end APAC brands looking for a highly secure authentication technology that want to reassure their consumers at purchase in local high-risk markets, while driving strong engagement on mobile, online or even in store. 

Selinko wants to reinforce its position on the international wines and spirits market, and also drive sales on new markets such as consumer electronics, footwear, and fashion and to develop its patented secure online sales solution.

Most recently, the company has raised €1m to extend its commercial activities and last May, during Vinexpo Hong Kong, launched CapSeal, the first bank-certification-level solution to protect wine and spirits brands against fraudulent bottle refilling.