Birkenstock, the renowned German footwear brand, has welcomed Tiffany Wu as the new Managing Director for Greater China, effective from November 1. Tiffany Wu, with over 18 years of experience in the premium fashion and luxury industry, will play a pivotal role in advancing brand equity and driving sales in mainland China, Hong Kong, and Taiwan. Reporting directly to Klaus Baumann, the Chief Sales Officer of the Birkenstock Group, Wu’s leadership aims to strengthen the brand’s presence through an expanded retail footprint and a growing wholesale network in collaboration with local partners.
Oliver Reichert, Director of Birkenstock Holding plc and CEO of the Birkenstock Group, highlighted Greater China’s strategic significance as a robust growth driver, expressing confidence in the positive trend continuing or accelerating. The company’s digital channels in China have witnessed notable growth, and with increased capacity from their new plant in Pasewalk, they are poised to meet the rising demand for their products.
Tiffany Wu brings a wealth of experience, having co-founded a successful leather goods designer brand, Heirloom, and managing the Greater China region for Blue Nile, the world’s largest online diamond sales company. Her strategic leadership aligns with Birkenstock’s vision to tap into the vast growth potential in the Chinese market and the broader Asia-Pacific, where the brand has garnered increasing popularity.
Wu commented on the opportune timing for Birkenstock in China, citing the post-Covid era’s heightened health consciousness and environmental awareness among Chinese consumers. As the brand ramps up production capacity, Wu envisions unlocking substantial growth potential in the region, fueled by targeted strategies and the brand’s resonance with the evolving expectations of Chinese consumers.
Birkenstock looks forward to capitalizing on Wu’s expertise and the burgeoning market dynamics to further establish its footprint in the region, where the brand’s appeal is on the rise, especially among environmentally conscious and health-oriented demographics.
