Birkenstock, the well-known sandal manufacturer, has appointed Evelyn Chua as the Managing Director for Southeast Asia and Australasia. In this newly created role, Chua will be based in Singapore and oversee operations in Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, Australia, and New Zealand markets. She will report directly to Klaus Baumann, Chief Sales Officer of the Group, and will be responsible for leading strategic initiatives and business development efforts across these regions.
With this appointment, the company, owned by L Catterton, a private equity firm supported by the French luxury group LVMH since 2021, aims to redefine “further expand its market presence in this dynamic growth region, strengthen its positioning across all channels and drive innovative retail formats.”
Bringing over 15 years of experience in the retail sector, Evelyn Chua has a diverse background that spans fashion, beauty, wines, spirits, watches, and jewelry. She has extensive expertise in both offline and online channels, focusing on cultivating robust partnerships with key retail stakeholders and excelling in talent management.
Evelyn Chua, who studied in Singapore and Sweden, led DFS Venture’s retail operations in Singapore and Myanmar for six years, overseeing duty-free shops and online retail. In 2022, she joined Synagie as Chief Commercial Officer, managing e-commerce across six Southeast Asian countries. Her role involved partnerships with brands like Nike and L’Oréal, overseeing operations across more than 1000 e-stores in categories such as Premium/Mass Beauty, FMCG, and Fashion. Chua’s experience spans diverse retail sectors including fashion, beauty, and consumer goods, demonstrating her strategic leadership in both offline and online retail environments.
Evelyn Chua shares her thoughts on her future tasks, “As we expand our online presence, I want to strengthen the relationship with our retailers who have been instrumental in our growth. We will support them in developing their product range strategy. At the same time, we want to accelerate our own business by opening new shops. The market offers both. We also want to ensure that our customers in Wholesale and Own Retail have the same shopping and service experience. I have always been a big fan of the footbed. During my studies, I only wore my two pairs of Madrid and my Mayari. Our brand is very well known in the region. I am convinced that it still has enormous growth potential.”
Chief Sales Officer Klaus Baumann, said, “Southeast Asia is a region with enormous growth potential. With the additional capacity we have been able to provide since the commissioning of our new plant in Pasewalk in September 2023, we are now in a position to fulfil the needs of Asian customers for our products. With her vast experience in online and offline retail, Evelyn Chua is the perfect leader to expand our presence in this important region. Welcome on board!”