Birkenstock sets sights on Asia growth
22/07/2024
She will lead, from the company's regional headquarters in Singapore, a region which includes Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, Australia and New Zealand.
After studying in Singapore and Sweden, Chua worked for six years for DFS Venture, a Hong Kong-based travel retailer of luxury goods, where she led the Singapore and Myanmar region.
In 2022, she joined Synagie which runs over 1,000 e-stores in seven markets in South-East Asia, for 600 brand partners, including Nike, Estee Lauder and L'Oréal.
At Birkenstock, 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. 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 at Birkenstock, said: "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”
The company expects revenues around €1.77 billion for fiscal 2024.
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