Former SingPost CEO’s new job: transform a 30-year-old beauty products distributor

Luxasia founder Patrick Chong (left) with new CEO Wolfgang Baier

All eyes were on Wolfgang Baier when he announced that he would resign as CEO of SingPost, a position he had assumed for only five years. His new gig is certain to be closely watched as well.

Luxasia Group, a beauty products distributor, announced today (August 17) that Wolfgang would assume the role of group CEO at the company. Luxasia is a family business that was started in 1986 and has since grown to over 2,000 employees in 11 countries in Asia. It manages and distributes over 120 beauty brands.

“Transformation” was mentioned five times in the Luxasia press release, and that is no doubt what Wolfgang was brought on to do. The founder, Patrick Chong, stepped down as CEO to assume the chairman mantle, even as his son and daughter remain in management capacities in the privately-held company. The search for a new CEO took a year.

“Dr Baier will help to us to transform and gain footing in the digital space, converging offline, retail and online e-commerce,” Patrick told Tech in Asia.

Wolfgang himself was charged with transforming SingPost from a postal company to an ecommerce logistics firm, and he appeared to have succeeded. SingPost registered impressive growth in revenue and net profit in 2015.

Luxasia didn’t elaborate much on its future plans, but said it is embarking on an “omnichannel” strategy. Given the rising importance of ecommerce in the region, it’s possible Luxasia wants a bigger slice of that pie.

The group has invested in startups like Vanitee, a Singapore startup that aggregates beauty professionals and lets consumers make bookings instantly, and Memebox, an Korean ecommerce site focusing on cosmetics.