Pomelo appoints former H&M exec to lead retail expansion in Southeast Asia

Thailand-based Pomelo today announced that it has appointed Anders Heikenfeldt as its chief retail officer to lead the company’s retail expansion plans across Southeast Asia.

Photo credit: Pomelo

Heikenfeldt, who has 10 years of experience in helping to enhance retail experience for various fashion brands, previously worked as the managing director for an H&M venture.

In his new role, Heikenfeldt is responsible for Pomelo’s retail division. He is in charge of further developing the company’s omnichannel strategy and establishing a seamless experience across Pomelo’s retail network and online platform, according to a statement.

The announcement comes after Pomelo raised US$52 million in a series C financing round in September last year to support its expansion in the region.

Founded in 2013, the omnichannel fashion brand said that it aims to reinvent the way women shop by joining both the online and offline worlds of retail. It currently has over 200 employees and has been expanding its retail footprint in Thailand and Singapore, opening 10 new stores last year. The company launched its first offline store in June 2019.

Pomelo’s retail network allows for an easier return process, CEO David Jou previously told Tech in Asia. Its ecommerce platform is integrated with a network of retail stores, pickup points, and partner pickup locations, where its customers can try on clothes they’ve ordered before buying them.

The startup is backed by investors including InterVest, Jungle Ventures, 500 Startups, JD.com, Provident Capital Partners, and Skype co-founder Toivo Annus, among others.