Wolfgang Baier was the CEO of SingPost for 5 years. Source: Tech in Asia

Wolfgang Baier was the CEO of SingPost for 5 years. Source: Tech in Asia

Wolfgang Baier, SingPost’s former CEO, will assume the role of group CEO at beauty products distributor Luxasia Group, reports Tech in Asia. The founder, Patrick Chong, stepped down as CEO to assume the role of chairman. His son and daughter remain in management roles in the privately held company.

This move comes after his high profile resignation from SingPost, where he spent five years as CEO transforming the logistics company to an ecommerce logistics firm.

Luxasia Group’s future

Luxasia Group is a family run beauty products distributor that manages a portfolio of more than 120 international fragrance, cosmetics, skincare and professional salon brands such as Clarins, Estee Lauder, Ferragamo, Hermes and Shiseido. It has 11 offices in the region, and more than 2,000 full-time employees in Singapore according to Straits Times.

Luxasia manages a portfolio of more than 120 international fragrance, cosmetics, skincare and professional salon brands such as Clarins, Estee Lauder, Ferragamo, Hermes and Shiseido. It has 11 offices in the region, and more than 2,000 full-time employees in Singapore.

The company has stated that it is embarking on an omnichannel strategy. Given the rise of ecommerce in the region, it is entirely possible that Luxasia wants to focus on that particular strategy, moving the 30 year old brand into a more digital focused platform.

Baier played a key role in transforming SingPost from a postal company to an ecommerce logistics firm, which sheds light on why Luxasia has chosen him to assume the role after a year long search.

In 2015, Luxasia invested in a few internet startups linked to ecommerce, including mobile beauty services, an online Korean beauty company and last mile logistics firms.

A version of this appeared in Tech in Asia on August 17. Read the full version here

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