Asian digital-fashion brand Pomelo has appointed Anders Heikenfeldt as Chief Retail Officer to lead the firm’s retail expansion plans across Southeast Asia.

Formerly holding senior roles with lingerie chain 6ixty8ight in Hong Kong and with H&M, Heikenfeldt is now responsible for Pomelo’s retail division and is expected to further develop the brand’s omnichannel strategy, establishing seamless experiences across its retail network and online platform.

Heikenfeldt has more than 10 years of experience in strategic development and refining strategies to enhance the retail experience across various fashion brands, and specialises in expansions into emerging markets. 

“Southeast Asia is an incredibly fast-growing, unique market with so much potential,” said  Anders Heikenfeldt. “I’m excited to be a part of this journey as we continue to expand Pomelo’s retail footprint across the region and provide customers with an innovative, omnichannel shopping experience.”

Pomelo announced a $52 million Series C financing last September, in order to continue its expansion plans. The firm recently hired more than 200 new employees and is expanding in Thailand and Singapore, opening 10 new retail stores last year.