E-commerce fashion company Zalora, owned by Global Fashion Group (GFG), has appointed Felipe Garcia Alvarez as its new CEO, effective September. 

Alvarez brings over 20 years of experience in e-commerce fashion across Europe, Southeast Asia, and the Middle East. He has held executive roles at several digital brands, including Amazon UK, Lazada Singapore, and Namshi.

As the CEO of Zalora, Alvarez will lead the brand’s transformation by focusing on enhancing the product mix, improving the customer experience, and adapting marketing strategies.

“We are delighted to have Felipe join GFG as our new Zalora CEO based in Kuala Lumpur, and he is going to be instrumental in leading the brand’s transformation,” said Christoph Barchewitz, CEO of GFG.

In 2023, Zalora’s CTO talked about OpenAI integration and the future of e-commerce.