Lars Schmidt

MD, Southeast Asia & India, SWAROVSKI

Lars Schmidt serves as the Managing Director of Swarovski’s Consumer Goods Business (CGB), Southeast Asia and India. In this role, Mr Schmidt is responsible for the implementation of the Swarovski Consumer Goods Business strategy in Southeast Asia and India and the development of the brand in terms of sales, distribution, marketing, communication and consumer experience.

After an early career at BMW Group, Mr Schmidt joined Porsche Design Group in 2009 as a Management Assistant in California. He was promoted to Business Development and Franchise Manager 9 months after and managed the brand’s franchise and retail business in the US, Canada and Mexico. In 2012, the ambitious leader was appointed Director of Sales Asia Pacific at Porsche Design Group, where he oversaw all sales activities in the region including corporate retail stores, franchise, travel retail, wholesale and e-commerce.

Following a promising start in Asia, Mr Schmidt moved to Thomas Sabo Asia Pacific as Sales Director for Asia Pacific, ANZ, India and the Middle East. His portfolio includes management of Monobrand, Multibrand and Travel Retail format stores for the brand. After almost 3 years, he moved to lifestyle brand Lynk and Co. to manage its sales in Europe and North America.

In August 2019, he was appointed Managing Director, CGB Southeast Asia and India at Swarovski. His vision to accelerate long-term growth in the region and further raise brand awareness includes solidifying Swarovski as a global, high-end fashion jewelry brand and strengthening its image by focusing on the company’s rich heritage and on-trend designs. He is also committed to placing consumers at the core and catering to each market’s needs within the region, as well as expanding and integrating e-commerce activities and connecting retail, digital and mobile to build a seamless, consumer-centric omnichannel experience.

Born in Germany, Mr Schmidt holds a Master’s degree in Business Administration from the University of Applied Sciences in Düsseldorf. Fluent in English and German, the fitness enthusiast enjoys discovering new destinations, cultures and perspectives around the world, and is always on the lookout for new brands and the latest fashion trends.