We've been in your shoes.
That's why this works.
SureSource was built by and is staffed by people who have spent decades running product companies, managing global supply chains, and operating factories in Asia. We created the partner we always wished we had.
Built by manufacturers, for companies who need one.
SureSource was founded with a clear purpose: to be the manufacturing partner that North American and European companies desperately need but rarely find. Not a broker. Not a marketplace. A full-service team that takes genuine ownership of your product from design through delivery.
Our founders and leadership team have spent their careers on the manufacturing side — running factories, managing supply chains across Asia, leading product development for major brands. They’ve seen the problems firsthand: the communication failures, the quality surprises, the suppliers who overpromise and underdeliver.
SureSource was built to solve those problems. With a Western management culture, an in-house team on the ground in China, and a network of 300+ vetted manufacturers, we bridge the gap that costs product companies time, money, and peace of mind.
The leadership team behind your products.
Our leadership team brings together decades of real-world manufacturing, engineering, and supply chain experience across three continents. This isn’t a team of consultants — these are operators who’ve built factories, managed production floors, and shipped millions of units.
Stuart Croxford
President
Stuart brings an engineering degree, MBA, and 40 years of operating leadership across manufacturing companies in the UK, North America, Southeast Asia, and China. Most recently, he grew a China-based loudspeaker company from zero to $220 million in revenue and 3,500 employees in 10 years, serving most of the major premium audio brands in North America and Europe. His career has been defined by bridging the language and cultural gap between East and West to build lasting partnerships.
Brian Carter
Director of Business Development, North America
Brian was SureSource’s first customer — sourcing electronics, audio equipment, and mechanical parts for a national A/V distributor, cutting product costs by 32% — before joining the company in 2017. He brings 25+ years of North American and China trade experience, having imported over 30,000 containers across his career. His relationships with freight forwarders and customs brokers help customers move product efficiently and at the lowest cost.
Grazio Pichler
Director Of Business Development, United Kingdom and Europe
Grazio brings 30+ years across supply chain, manufacturing, engineering, and product development, with sector experience spanning automotive, plastics, PCBs, audio, electronics, and furniture. Most recently he served as EU Commercial Director for one of North America’s largest flat-pack furniture companies, leading brand launches across the UK and EU. Based in London, he supports European customers from project initiation through delivery, working directly with SureSource’s China team.
William Tan
General Manager, China Operations
William is based in China with 26+ years of experience at large-scale manufacturing companies, where he has led sourcing and purchasing teams of 40+, project management teams of 20+, and material control operations of 40+ staff. He has developed deep expertise in product costing, supplier management, and the practical realities of working between Eastern and Western business cultures. William oversees SureSource’s daily China operations and serves as the operational backbone of every customer project. He is fluent in English, making him a direct and reliable bridge between the factory floor and the customer.
Michelle Xie
Deputy General Manager
Michelle brings 15+ years of experience spanning manufacturing, sourcing, logistics, and project management, with a strong command of overseas corporate culture and client expectations. She leads SureSource’s project management team and has direct oversight of end-to-end project execution — from product design and supplier sourcing through sample approval, mass production, and final delivery. Her expertise covers quality systems, inventory control, cost evaluation, and PMC, giving her visibility across every stage of the production process.
Truly global. Genuinely local.
SureSource operates across three continents with teams who understand both the business cultures and manufacturing realities in each market. Whether you’re in Boston, Birmingham, or beyond — you get a local partner with global manufacturing reach.
North America
Client-facing business development & project management
UK & Europe
Asia
Full in-house operations team
Engineering, quality, sourcing, logistics
Oceania
Ready to meet the team behind your next product?
Schedule a discovery call and see how SureSource becomes the manufacturing partner your business has been looking for.