Birkenstock has named Tiffany Wu as MD for Greater China, effective November 1 to lead the footwear company’s expansion in the region.

The Germany-headquartered brand emphasised that Greater China, which includes mainland China, Hong Kong, and Taiwan, has the largest untapped white space potential for the company.

“Greater China is the strongest growth driver for us in the APMA region alongside India and Japan. Unlike many other brands, we haven’t faced consumer headwinds in the last months, quite the opposite,” said Oliver Reichert, Birkenstock Group CEO.

Reichert added that the company expects the trend to continue on the back of the positive development of its own digital channels in China this year.

“With the additional capacity that we can allocate since the go-live of our new plant in Pasewalk in September, we now have the bandwidth to satisfy Chinese consumers’ appetite for our products,” said Reichert.

Reichert noted that Wu, co-founder of leather designer brand Heirloom, has more than 18 years of premium fashion and luxury end-to-end omnichannel expertise in China.

“We are now ready to take the next step in our growth journey. It’s the perfect moment for Tiffany Wu to join the team,” said the CEO.

Wu reports to Birkenstock Group’s chief sales officer Klaus Baumann.