Hugo Boss rejigs regional management on APAC split

By

Benjamin Fitzgerald

Published
Dec 20, 2016

Affordable luxury brand ​Hugo Boss has promoted Matthew Keighran to managing director for South East Asia, Far East Asia and Oceania.

Keighran takes up the role after Hugo Boss announced it would be splitting the Asia Pacific region into two hubs.

He previously served as the brand's managing director of Australia, New Zealand and Japan. 

Looking to better cope with the vast geographical distance of the APAC region, South East Asia and Greater China have been divided, allowing Hugo Boss to manage the differing customer trends, changes and needs.

South East Asia, Far East Asia and Oceania will be managed by Keighran, who began his career with Hugo Boss in 1998.

Meanwhile, Marc Le Mat will manage Greater China covering mainland China, Hong Kong, Macao and Taiwan.

The management reshuffle follows a string of shock operational news drops in late 2016.

Hugo Boss’s women’s line Boss will not be showing at New York Fashion Week next February, with CEO Mark Langer saying the fashion house will be taking “strategic steps to orient its creation, marketing and communication activities more pointedly towards menswear.”  

Langer also announced in late October that the house 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 consumer.