LINZ, Germany, July 11,
2024 /PRNewswire/ -- BIRKENSTOCK has appointed
Evelyn Chua as Managing Director for
South-East Asia and Down Under,
effective July 1, 2024. In this newly
created position, Chua will lead, from the company's regional
headquarters in Singapore, a
region which includes Singapore,
Malaysia, Indonesia, Philippines, Thailand, Vietnam, Australia, and New
Zealand. She reports to Klaus
Baumann, Chief Sales Officer, BIRKENSTOCK Group. With this
high-profile recruitment, the inventor of the footbed aims to
further deepen its footprint within this dynamic region, elevate
BIRKENSTOCK's positioning across all channels and push innovative
retail formats.
With over 15 years' experience in the retail industry, spanning
across multiple categories in Fashion, Beauty, Wines, Spirits,
Watches and Jewelry, and across offline and online channels,
Evelyn Chua is an expert in
developing strong relationships with all distributors and
Retail-Store partners, identifying opportunities, planning and
executing concrete plans, and managing talents.
After studying in Singapore and
Sweden, Chua has worked 6 years
for DFS Venture, the well-known Hong
Kong-based travel retailer of luxury goods, where she led
the Singapore and Myanmar region. With her team, she managed a
very diverse retail business which includes duty-free shops at
Changi Airport and Singapore Cruise Centers but also Downtown
stores, Online Retail and Wholesale business.
In 2022, she joined Synagie which runs over 1000 e-stores in 7
markets in South-East Asia, for
600 brand partners, including Nike, Estee
Lauder, and L'Oréal. As Chief Commercial Officer, she was
responsible for 6 countries (Singapore, Malaysia, Thailand, Indonesia, Philippines, and Vietnam) and the online business across
categories (Premium/Mass Beauty, FMCG, Fashion), as well as
managing 400 stores on Marketplaces and .coms.
As BIRKENSTOCK's Managing Director for South-East Asia and Down Under, she aims to
develop the company's multi-channel strategy and grow the APMA
region: "While expanding our presence online, I want to maintain a
strong relationship with our distributors, who have been
instrumental in our growth. We can help them to develop their
assortment strategy, but we want, as well, to accelerate our own
business by opening new stores. We also need to ensure that our
stores offer the same experience to our clients. The devil often
hides in the details, and we need to make sure that we propose the
same level of service throughout the customer journey. I've always
been a firm believer of the footbed. In my university days, I only
wore my two pairs of Madrid and my
Mayari. Our brand enjoys a strong awareness in the region. I am
convinced that its margin for growth is still enormous."
Klaus Baumann, Chief Sales
Officer of the BIRKENSTOCK Group, could not agree more:
"South-East Asia is a region with
a huge growth potential. With the additional capacity that we can
allocate since the go-live of our new plant in Pasewalk in
September 2023, we are now able to
meet the needs of the Asian customers for our products. With a very
strong online and offline retail experience, I am convinced that
Evelyn Chua is the perfect leader to
manage our presence in this very important region. Welcome
aboard!"
PRESS INQUIRIES
Birkenstock Group B.V. & Co. KG
Burg Ockenfels
53545 Linz am Rhein
Germany
Postal address:
BIRKENSTOCK Group
Lenbach Palais
Lenbachplatz 3
80333 Munich
Germany
ABOUT BIRKENSTOCK
BIRKENSTOCK is a global brand which embraces all consumers
regardless of geography, gender, age and income and which is
committed to a clear purpose - maintaining foot health. Deeply
rooted in studies of the biomechanics of the human foot and
footed on a family tradition of shoemaking that can be traced back
to 1774, BIRKENSTOCK is a timeless "super brand" with a brand
universe that transcends product categories and ranges from
entry-level to luxury price points while addressing the growing
need for a conscious and active lifestyle. Function, quality,
and tradition are the core values of the lifestyle brand which
features products in the footwear, sleep system, and natural
cosmetics segments. BIRKENSTOCK is the inventor of the footbed and
has shaped the principle of walking as intended by nature
("Naturgewolltes Gehen").
With around 6,200 employees worldwide, we believe how things are
made matters as much as the product itself. To ensure these quality
standards, we operate a vertically integrated manufacturing base
and produce all our footbeds in Germany. In addition, we assemble over 95% of
our products in Germany and we
source over 90% of our materials and components from Europe. We process our inputs to the highest
environmental and social standards in the industry by operating
state-of-the-art scientific laboratories for materials testing.
In Germany, BIRKENSTOCK runs
operational sites in the states of North Rhine-Westphalia,
Rhineland-Palatinate, Hesse, Bavaria, Saxony, and
Mecklenburg-Western Pomerania Headquartered in Linz am Rhein, the
BIRKENSTOCK Group also operates its own sales offices in
the United States and Canada as well as in Brazil, Japan, Denmark, Poland, Switzerland, Sweden, Spain, the United
Kingdom, France,
Norway, the
Netherlands, Dubai, Singapore and India.
Birkenstock Group B.V. & Co. KG
Burg Ockenfels, Linz am Rhein, Germany
For further information, please visit
www.birkenstock-group.com.
You can find our online shop at www.birkenstock.com.
Photo:
https://mma.prnewswire.com/media/2459108/Birkenstock_Group_Evelyn_Chua.jpg
Logo:
https://mma.prnewswire.com/media/2459107/Birkenstock_Logo.jpg
View original content to download
multimedia:https://www.prnewswire.com/news-releases/birkenstock-appoints-new-managing-director-for-south-east-asia-and-down-under-evelyn-chua-to-accelerate-growth-and-to-deepen-its-footprint-in-the-white-space-region-302194617.html
SOURCE Birkenstock Group B.V. & Co. KG