Mike Lok

With a track record of success in spearheading APAC sales distribution and leading global product design initiatives, I have been instrumental in propelling growth and enhancing brand visibility within the company. Joining post-pandemic in September 2023, I have strategically driven efforts to expand APAC sales through targeted product marketing strategies and the strategic restructuring of distribution channels for the Grown Up brand.

In my current capacity, I oversee three pivotal teams, including sales teams situated in Hong Kong and Beijing, serving diverse clientele across the region. Additionally, I helm the design team, collaborating with talented designers in Hong Kong, Denmark, and esteemed freelance partners to craft innovative bags and luggage solutions. Noteworthy accomplishments include the substantial growth of APAC revenue to US $7.3 million in 2024, marking a remarkable 50% upsurge since assuming this role, alongside significant enhancements in product design quality.

Key Contributions by Brand:

New Balance (US $2.5M APAC revenue 2024):

• Orchestrated a groundbreaking global licensing collection for bags and luggage,
• Expansion on APAC sales.
• Forged strategic partnerships with New Balance subsidiaries across various regions, contributing significantly to APAC business growth, including Japan, Korea, Greater China, South East Asia, Australia and NZ, India and Middle East
• Pioneered the development of unique Asia-specific SMUs and localized products tailored to APAC market demands.
• Expanded market reach in Taiwan, Hong Kong, Singapore, and Malaysia through strategic distributor collaborations.
• Sales network including JD Sports, MAP Active, Vital Gear, Travel Retail in HK airports
• S2 2025 Product Catalogue: https://viewer.ipaper.io/grown-up-licenses/new-balance/s2-25/s2-25-new-balance-bags-luggage-no-prices/

LEGO (US $3.4M APAC revenue 2024):

• Strategically managed distributor relationships in 2024 while venturing into the dynamic Lego environment.
• Successfully supplied and catered to customers across key markets, including Korea, Japan, China, Taiwan, and other strategic locations in the region.
• Curated a distinguished global collection of bags and luggage, emphasizing Lego's iconic products and adapting to the nuanced back-to-school segment in Asia.
• Led targeted product adaptations to align with the distinctive preferences of the Asian back-to-school market.
• Sales network including Legoland Japan, China and Malaysia, Certified Lego stores, Lagardère, Sogo HK, Costco JP, Sam’s Club, MAP active, Brand Licensing in Australia, Bergner’s group for loyalty program, Musinsa Korea
• Lego BTS 25 Catalogue https://viewer.ipaper.io/grown-up-licenses/LEGO/2025/2025-lego-bts-no-prices/?page=1
• Lego Luggage 25 https://viewer.ipaper.io/grown-up-licenses/LEGO/2025/2025-lego-luggage-usd-1/?page=1

CAT (US $1.4M APAC revenue 2024):

• Spearheaded the revitalization of the global collection, while innovating and introducing Asia-specific product lines for enhanced APAC sales.
• Strengthened existing distribution channels and forged strategic alliances with new partners across key markets in the region.
• Collaborated with esteemed partners to infuse fresh perspectives and appeal into CAT's luggage and bags, catering to the discerning tastes of young professionals in Asia.
• CAT FW25 Catalogue: https://viewer.ipaper.io/grown-up-licenses/caterpillar/fw25/fw25-cat-presentation-no-prices/
• Sales network including New Belle China, Itochu Japan, Al Garawi group for Middle East region

These accomplishments underscore my dedication to driving business growth, fostering strategic collaborations, and elevating product offerings to meet the evolving needs of diverse markets.

As the Director overseeing Commercial and Merchandising for Gregory Asia, I led the APAC regional team based in Hong Kong post the integration of the Gregory brand into the Samsonite group in 2014. Progressing from the role of a product manager to the head of the brand, I have demonstrated a comprehensive understanding spanning operations, business expansion, and a keen appreciation for global brand value. Under my leadership, the brand experienced remarkable growth, with revenue soaring fivefold from $7 million in 2014 to $41 million by 2021, achieved through sustainable strategies.

Key Achievements:

• Established and nurtured a high-performing team from its inception.
• Spearheaded a fivefold increase in APAC business over eight years, culminating in record-high sales of 41million in 2021, with nearly 50 million achieved in my departure year of 2023.
• Successfully orchestrated retail expansions in key markets such as Japan, China, and Hong Kong by strategically allocating the right product mix across channels.
• Enriched the APAC product portfolio while preserving Gregory's core brand identity.
• Made significant contributions to brand profitability and the overall success of the Samsonite group.

Notable Contributions:

• Represented Asia in global management meetings, advocating for APAC's requirements in new technical product development and achieving substantial growth in the technical hiking pack market share.
• Elevated the signature Gregory Classic collection to new heights by crafting distinct heroic styles tailored for diverse target customers, driving over 70% of total business and playing a pivotal role in global revenue generation.
• Collaborated closely with the Samsonite group finance team on profit and loss management, delivering a high EBIT% exceeding 20%.
• Established strong relationships with factories in the Philippines and Vietnam, particularly Korean suppliers, contributing to sourcing and development endeavors.
• Led demand and supply forecasting initiatives for production, minimizing the risk of overstock or understock situations and ensuring alignment with sales targets.
• Played a key role in the planning of Gregory retail stores in Japan and Korea, overseeing aspects such as location selection, capital expenditure, and conducting monthly profitability reviews with the local team.

Through strategic leadership, operational excellence, and a relentless commitment to brand growth and profitability, I have played an integral role in positioning Gregory as a leading premium outdoor backpack brand in the APAC region.

• Managed the Gregory brand across Asian countries, integrating it into Samsonite for operational efficiency and strategic alignment
• Organized regional trade shows, monitored sales performance, and adopted technical products to enhance market share and cost-effectiveness

• Launched non-travel product lines in Asian markets post market research and product line planning
• Managed business, casual, and travel accessory lines, overseeing performance and developing marketing campaigns with agencies for all markets

• Headed product for China, Hong Kong, and Macau, overseeing apparel, swimwear, and accessories for Men (Quiksilver) and Women (Roxy)
• Led a local design team to create specific products, managed seasonal trade shows, conducted product training, and collaborated with international designers for projects

• Led and managed a team of fashion and graphics designers, overseeing product planning to meet varied market needs and ensure commercial competitiveness
• Collaborated with affiliates across Asian markets, directed the end-to-end product development cycle, conducted market research, trend analysis, and fabric developments
• Coordinated with global/regional/local teams on manufacturing, measurement specs, and garment finishing for timely and quality outcomes