With a focus on evolving the region’s organisational design, footprint, and building new capabilities to accelerate growth, VF Corp, one of the largest apparel retailers has come up with a transformation plan for its Asia Pacific operations. Now VF Corp will move the centre of its brand operations from Hong Kong to Shanghai as it aims to forge stronger and more relevant relationships with Chinese consumers.

VF’s Asia Product Supply Hub, which serves as the base of operations for its global supply chain in the region, will also move from Hong Kong and relocate to Singapore.

This will enable greater integration across VF’s global supply chain network, which also includes key hubs in Europe and America. Additionally, VF will redeploy some of its product supply talent and resources throughout its primary sourcing countries in the region to work more closely with key suppliers and drive greater efficiency.

An additional shared services centre for the region will be established in Kuala Lumpur (Malaysia). This centre will help the company further expand the footprint of the back-end business functions that support its brands and supply chain operations across the Asia Pacific region.

The new centre will house various functions including digital technology, finance, human resources and logistics. Hong Kong will remain a key retail market for VF and its brands. The company will activate a phased transition plan to guide these relocations over the next 12 to 18 months with the first moves expected in April 2021.

This announcement reinforces the company’s commitment to invest in their business across the Asia Pacific region, while also supporting VF’s overall transformation plan to become a more consumer-minded, retail-centric and hyper-digital enterprise.