Birkenstock appoints Tiffany Wu as Greater China MD

The appointment will include the company’s expansion over the Chinese growth region. 

Germany-based shoe manufacturer Birkenstock named Tiffany Wu as the new managing director for Greater China, effective 1 November. 

The role is in line the company’s plan for expansion in the growth region – covering China, Hong Kong, Taiwan, Japan, and India – and leverage the demanding e-commerce market and untapped potential of the APAC region.

Before her appointment in Birkenstock, Wu served for the Fung Retailing-Asia Retail Company (ARC) and the diamond sales company Blue Nile as Managing Director for Greater China. 

She studied at the University of California-Irvine and Peking University. She was then recruited by the marketing agency Ogilvy for three years. Afterwards, she helped establish the designer brand Heirloom, which had a strong presence in 11 countries. 

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Wu’s appointment aligns with Birkenstock’s vision for its expansion and presence in the Chinese market as a trusted brand.  

“BIRKENSTOCK's growth potential is enormous in this market. In fact, the current timing is very favorable for our brand, because since Covid, the Chinese have become more health-conscious, and young people want to protect the environment. Our products meet these expectations perfectly,” Wu commented about her new assignment.