Samuel Chen

• Direct overall business operations, P&L, and long-term strategy for 3 retail brands across HKG, leading 7-man team and overseeing portfolio worth HKD50M. • Drive strategic planning and execution for brands, focusing on market positioning, brand growth, and profitability. • Oversee end-to-end operations encompassing design, supply chain management, merchandising, retail operations, and marketing. • Serve as P&L owner, monitoring financial performance, implementing cost-control measures, and leading loss recovery and revenue growth strategies. • Build and integrate global ERP, CRM, and POS systems to align HKG operations with CHN-based mother company and support international expansion. • Establish new HKG headquarters and warehouse operations, hiring and training cross-functional teams, and implementing data-driven SOPs integrated with AI governance to maximize operational efficiency and structural consistency. • Accelerate global sourcing, consignment partnerships, and own-brand product development, achieving balanced business mix. • Overhaul to include product mixture (lifestyle and fashion) for overseas expansion, managing merchandising, and system logistics. • Lead rebranding projects, retail design overhauls, product mix adjustments, and communications for brands.

• Directed end-to-end B2B and B2C buying, merchandising, product design & development, marketing, and quality control for a portfolio of 3 premium brands across EU, USA, and China, driving HKD 250M+ annual turnover while leading a high-performing team of 35 across Hong Kong and mainland China operations. • Orchestrated strategic brand positioning and annual marketing calendars, including seasonal discount structures, promotional campaigns, media & communications planning, and production of cohesive brand materials to maximise market penetration and consumer engagement. • Spearheaded seasonal Open-to-Buy (OTB) planning and global buying strategy across diverse channels, encompassing in-depth product research, design & development oversight, recommended retail pricing (RRP) establishment, and multi-channel distribution management to optimise inventory efficiency and profitability in competitive international markets.

* Report to Director/ Factory owner * Overseeing on Garment O.E.M. Business. Setup fast delivery service, specialist team for own factory * Renew/ upgrade factory’s equipment. * Managed end-to-end operations including production planning, quality assurance, and delivery for high-volume US market accounts, improving efficiency and reliability.

A leading manufacturer and distributor of garments, leather goods, and accessories as well as the licensing of brand names.

• Directed OTB buying, assortment planning, product design & development, marketing, and quality control for all Goldlion brands in Asia/international markets, managing RMB 1.8B+ annual turnover and leading team of 31 across Hong Kong, Singapore, Biella (Italy), and China offices. • Established 5-year B2B/B2C go-to-market strategies with luxury premium focus, including brand positioning, global sourcing, assortment curation, and RRP for diverse channels and markets. • Led seasonal OTB planning, luxury-oriented product design & development, premium global sourcing (via Biella Italy), and quality control for 6,000+ SKUs annually to optimise efficiency and brand standards. • Spearheaded Guangdong sales management and cross-border coordination with Singapore and Biella offices to drive superior performance and exceed targets in premium retail. • Oversaw licensing partnerships, RRP approvals, and compliance with licensees, ensuring luxury brand integrity across international markets using Biella expertise. • Orchestrated full lifecycle of international brand events, coordinating logistics across Hong Kong, Singapore, and Biella offices to enhance luxury visibility and sales. •. Held full sign-off authority on all factories and personally determined production capacity allocation for RMB 3 billion annual business, ensuring strategic alignment between demand and supply.

• Led a Hong Kong-based design team of 3 in close collaboration with the London design headquarters, developing premium product collections tailored for the Asia and United Kingdom markets, upholding the brand’s 250+ year Savile Row luxury heritage. • Established global fit blocks in partnership with the London design team, ensuring consistent sizing standards and superior craftsmanship across international markets for bespoke and made-to-measure luxury menswear. • Represented the brand at major European fashion shows, conducted in-depth market research, and sourced premium fabrics directly from leading vendors to inform seasonal collection development and maintain luxury positioning. • Delivered seasonal product training to senior management, retail, marketing, and operations teams at season launch, enhancing knowledge of luxury collections and driving consistent brand storytelling across channels. • Developed standardised operating procedures for the sampling process, significantly reducing sampling costs while preserving the exceptional quality standards synonymous with Gieves & Hawkes heritage tailoring.