Birkenstock Taps Tiffany Wu as Managing Director for Greater China — Retail Bum

Birkenstock has named Tiffany Wu as the managing director for Greater China — an appointment that is indicative of the company’s global growth ambitions.

In this new role, Wu will lead the Greater China business area, covering mainland China, Hong Kong, and Taiwan, focusing on brand equity and sales in the region, and will report to Klaus Baumann, chief sales officer of the Birkenstock Group.

“As we ramp up our production capacity, we will unlock the large growth potential of China and the whole APMA region, which has generated significant latent demand that we have been unable to fulfill in recent years given more limited supply. Our targeted growth strategies will build upon our growing popularity in the region’s underdeveloped markets, including China, where our brand is nascent,” said Wu in a statement.

With Wu’s appointment, the German brand is looking to enhance its growing presence in Asia, including India and Japan. Meanwhile, in the Chinese market, it is actively developing its eCommerce operations, and a robust network of proprietary retail outlets and partnerships with select local distributors will complement this.

“Greater China is the strongest growth driver for us in the APMA region, alongside India and Japan. With the…