Malaysia – the family fledgling

Since 2020, as Balluff’s youngest subsidiary, Balluff Automation Malaysia has been boosting business in Southeast Asia.

The semi-conductor industry is particularly important in Malaysia. Many of the industry’s major plant manufacturers are concentrated in the country’s heartland, some of whom count as regular Balluff customers. Malaysian customers were previously served from Singapore. The new office in Kuala Lumpur, which opened in September 2020, is Balluff’s third branch in the region, enabling the company to provide local customers with even better support. Penang is, and will continue to remain, a focus sales region. Sales prospects are rosy: Despite several months of lockdown due to Covid-19, which has significantly slowed down business life across the country, Balluff has maintained a healthy order book and has even generated more revenue than in the previous year.

Starting in crisis conditions

Due to the pandemic, the local start-up was anything but easy for our colleagues there. A lockdown was in place in Malaysia from March to May 2020. During this period, three new employees joined the company and spent the next months completing their entire introductory program by video call. “It was a fairly challenging time, so the excitement was all the greater when we met personally for the first time in the office at the beginning of June,” said General Manager Frederik Wunderlich.


Mai 29, 2020


Kuala Lumpur




Technical Support

A strong team

They soon gelled together as a team, emphasizes the 30-year-old. “We are a young, diverse and dynamic team; we communicate openly and share the same goal: We want to build up new business relationships and bring our company to the forefront. And we are happy to go the extra mile to do it.” Despite his youth, Wunderlich possesses the necessary experience as general manager: He spent the last five years at Balluff, initially as a trainee learning about our sales structures and various departments. After that, he worked in Global Key Account Management, before becoming the Regional Support Manager in Shanghai, responsible for the Asia-Pacific region. Energized by his enthusiasm and interest in Asian culture, during this period Wunderlich began to learn Chinese – a challenge he is still keenly addressing. As general manager of the new branch, he is highly qualified and takes an optimistic view of the future. The branch is well-equipped for the new task in his view. “Our brand new office in Puchong has room for ten employees. It is large enough for customer events, and serves both as a technical application center and central warehouse for Malaysia.”

"We are a young, diverse and dynamic team; we communicate openly and share the same goal: We want to build up new business relationships and bring our company to the forefront.

Frederik Wunderlich, General Manager Balluff Automation Malaysia Sdn Bhd
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