Birkenstock appoints new managing director for Greater China
Germany's Birkenstock has appointed Tiffany Wu to the newly created position of managing director of Greater China. Its goal will be to strengthen the company's presence in the region, writes Worldfootwear.com.
Tiffany Wu will lead the Greater China business unit, a region that includes mainland China, Hong Kong and Taiwan. She will report to Group Sales Director Klaus Baumann. With this appointment, Birkenstock aims to expand its presence in the Asia-Pacific region, where until now the company has primarily developed online sales. This direction will now be complemented by a strong retail presence and the development of a wholesale segment with the support of local partners.
“Greater China is our strongest driver of growth in the Asia-Pacific region, along with India and Japan. Unlike many other brands, we have not experienced any negative reaction from consumers in recent months, quite the contrary. And given the latest economic outlook, we expect this positive trend to continue or develop,” explained Birkenstock CEO Oliver Reichert. In addition, “thanks to the additional capacity we can allocate once our new plant in Pazewalka opens in September 2023, we now have the capacity to meet the interest of Chinese consumers in our products,” he added.
Tiffany Wu has over 18 years of experience in the fashion industry in the premium and luxury segments. She joins Birkenstock from online diamond retailer Blue Nile, where she was responsible for business development in Greater China. She previously headed Fung Retailing-Asia Retail Company (ARC), which assists foreign companies in the Chinese market.
Germany's Birkenstock has appointed Tiffany Wu to the newly created position of managing director of Greater China. Its goal will be to strengthen the company’s presence in the region, writes...
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