Lazada founder Max Bittner is the new CEO of French online retailer Vestiaire Collective

Vestiaire Collective, a Paris-based ecommerce platform that sells pre-owned luxury fashion items, has hired Lazada founder Max Bittner as its new CEO. Bittner will assume the post in January 2019, taking over from co-founder and current chief Sébastien Fabre.

His appointment comes amid Vestiaire Collective’s expansion into new markets, including Asia.

Bittner is an industry stalwart in the region, having started Lazada and spearheaded its growth into a leading e-tailer, particularly in Southeast Asia. Earlier in 2018, two years after Chinese behemoth Alibaba acquired Lazada, Bittner stepped down as the ecommerce firm’s CEO and transitioned to the role of an Alibaba senior advisor. He was replaced by Lucy Peng, Lazada’s chairman and one of Alibaba’s 18 founders.

Vestiaire Collective sees a huge opportunity in the pre-owned high-end fashion market in Asia.

“The time has come to introduce a new structure to take our company to the next level and accelerate its international development, with a focus on Asia,” said Fabre in a statement. “I’m delighted to hand over the reins to Maximilian Bittner, who brings his considerable experience and in-depth knowledge of [the market] to Vestiaire Collective.”

Upon entry, the French company will face off with the likes of Singapore-based Reebonz. Reebonz has presence in Malaysia, Indonesia, Taiwan, Hong Kong, Thailand, Australia, and South Korea.

Fabre will remain as a director of Vestiaire Collective and continue to play a key role in defining its strategy.

The company’s statement didn’t say whether Bittner remains involved in Alibaba. Tech in Asia has reached out to the parties for comment, and we’ll update this piece when we hear back.