About Us

Servus, nazdár und nihao!

Servus, nazdár and nihao!

WM trading specialises in import, logistics, construction and production and is the exclusive representative of various brands in the bicycle industry. With experience and commitment we bridge Europe and Asia bringing together construction and manufacturing.

“We connect people with their passion for bikes, we mediate between Europe and the Far East and we link brands with their markets.”

WM trading is fronted by Axel Keller, who founded the company in late 2007. Immediately after finishing high school, he opened a bike shop in Stuttgart: “Doppel-Axel”.

Ever since the energetic bike-enthusiast has helped to shape the industry in innovative ways: Since previous roles at Diamant Fahrradwerke GmbH, Zéfal SA and Cartoni helmets GmbH, Axel founded the trading agency Axel-Keller-Handelsagentur in 2005, which evolved into WM trading GmbH two years later.

WM trading has grown continually and widened its core competencies from trade and import to the areas of development and production – always in exchange between Germany and Asia. This bridging principle is also apparent in the company locations: WM trading runs a branch in Germany for customer care and a branch in Asia for producer supervision.

Location Germany


In our headquarters and warehouse in Winnenden, Baden-Wuerttemberg, we are working with 14 passionate bicycle experts. Here we take care of purchase and distribution and offer 900 square metres of storage and service area for wholesale, reloading and sample stock, servicing parts, battery storage as well as a foldable bike service centre.

In Winnenden we develop products all the way from their conception to finished serial production.

Logistically, our headquarters are exceptionally well connected: located centrally on the B14, between the motorways A8 and A81, with Stuttgart airport in immediate proximity.

Location Czech Republic


Together with our partner 4Ever S.r.o. we offer high-quality bicycle assembly (primarily foldable bikes and e-bikes) and quality control in the Czech Republic.

Location Taiwan


Taichung is a centre of the global bicycle industry, with prestigious manufacturers based here. We also have offices in Taichung, from where we control our activities in Asia.

The gapless supply chain management for our OEM in Taiwan is operated from purchase to development to production by nine employees at current. Here we emphasise strict and faultless quality control.