Vietnam retail and consumer-goods company Masan Group has appointed Philippe Jean Broianigo, a former leader of Central Retail Group, as The CrownX’s new deputy general director.

Broianigo has held senior executive positions in Asia’s largest retail and fast-moving consumer goods (FMCG) companies. He formerly held several senior positions, including CEO of DFI Indonesia and CEO of Central Retail Vietnam. 

The CrownX is the parent company of Masan Consumer, a consumer products manufacturer, and WinCommerce, the retail company that owns WinMart supermarkets and WinMart+ convenience stores, the Phuc Long tea and coffee chain, and mobile operator WinTel.

In 2020, Masan began closing hundreds of VinMart and VinMart+ outlets that it had purchased from VinGroup the previous year. It preferred to focus on increasing the profitability of current locations rather than continuing the previous owner’s huge expansion initiative. It has since launched an expansion program.