Luxasia Group appoints new CEO

Dr Wolfgang Baier named CEO after year long search

The Luxasia Group has announced the appointment of Dr Wolfgang Baier as its new Group CEO after more than a year searching for the right candidate. Founder and Owner at the company, Patrick Chong, will now become Chairman at the group.

Baier is expected to help further the company’s growth strategy and reinforce its position as a trusted beauty brand in Asia.

Chong commented on Baier’s appointment: “Luxasia is now at an important crossroads and our aim is to enhance our offerings to capitalise on market opportunities and deepen the trust with our brand owners and consumers.”

Baier has previously worked as Group Chief Executive Officer at Singapore Post Limited, where he was responsible for creating an international e-commerce hub. He also help establish Alibaba as a major shareholder.

Prior to joining Singapore Post, he worked at McKinsey & Company for ten years, leading its operations practice in South East Asia.

Baier was named CEO of the Year at the Supply Chain Asia Awards in 2015.

Luxasia has substantial plans to expand in the future, and Baier’s appointment is a key part of this. Chong explained: “We intend to grow with our international partners and strengthen our core competencies to become the leading Asian consumer-centric, omni-channel go-to market partner in the beauty industry.”

Baier added: “We want to revolutionise how we serve consumers and brand partners in the beauty industry across Asia. I am excited about taking an industry leader like Luxasia to the next level and offer partners wider reach, and consumers a more fulfilling experience.”

Headquartered in Singapore, Luxasia has 11 offices in the Asia Pacific region and more than 2,000 employees. It distributes more than 120 prestige cosmetics, skin care and fragrance brands from across the world, helping them to penetrate the Asian beauty market. It partners with brands including Burberry, Estée Lauder, Interparfums, P&G, Shiseido, Acqua di Parma, Clarins and Diptyque.

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