BIRKENSTOCK names Evelyn Chua as MD for South-East Asia and Down Under

She is expected to strengthen the brand’s presence across various channels.

BIRKENSTOCK has appointed Evelyn Chua as managing director for South-East Asia and Down Under, effective 1 July. 

Based in Singapore, Chua will oversee operations in Singapore, Malaysia, Indonesia, the Philippines, Thailand, Vietnam, Australia, and New Zealand. She will report to Klaus Baumann, chief sales officer of BIRKENSTOCK Group.

In her new role, Chua will focus on expanding BIRKENSTOCK’s market presence and enhancing its multi-channel strategy. 

"Whilst expanding our presence online, I want to maintain a strong relationship with our distributors, who have been instrumental in our growth,” she said.

"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,” added Chua.

Bringing over 15 years of experience in the retail sector, Chua has expertise across a range of categories including fashion, beauty, wines, spirits, watches, and jewelry, both online and offline.She previously worked at DFS Venture, a Hong Kong-based luxury travel retailer, where she led operations in Singapore and Myanmar. 

Chua also served as chief commercial officer at Synagie, managing over 1,000 e-stores across seven South-East Asian markets and overseeing online business for prominent brands like Nike, Estée Lauder, and L'Oréal.