German fashion house Hugo Boss has promoted Matthew Keighran to the position of Managing Director for South East Asia, Far East Asia and Oceania after the brand’s announcement of splitting the Asia Pacific region into two hubs.
The luxury brand looks to better cope with the vast geographical distance of the APAC region, for this South East Asia and Greater China have been divided, allowing the fashion retailer to manage the differing customer trends, changes and needs. South East Asia, Far East Asia and Oceania will be managed by Keighran, who previously served as the brand’s Managing Director of Australia, New Zealand and Japan.
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Meanwhile, Marc Le Mat, who is also the Managing Director at the label, will focus on managing Greater China region, covering mainland China, Hong Kong, Macao and Taiwan.
Moreover, the brand earlier announced that it will cut brands like Boss Orange and Boss Green and focus on two lines: BOSS, known for their upper-premium business wear, and HUGO, a brand for the trendier, youthful consumers.
