Lululemon has overhauled its leadership in Greater China, elevating its longtime China head and tapping an LVMH Moët Hennessy Louis Vuitton executive in a new role as it doubles down on growing in the market.

The Vancouver, Canada-based athleisure brand has promoted San Yan Ng, general manager of Lululemon’s China business for the last eight years, to the role of regional president of China and APAC, effective immediately. Simultaneously, the company revealed the hiring of Jeffrey Hang, who has joined as senior vice president and general manager of APAC — a new role for the company and also effective immediately.

Both hires come as Lululemon seeks to “strategically increase” market share and exert more “local relevance” across China and APAC, according to André Maestrini, interim co-chief executive officer, president, and chief commercial officer at Lululemon.

“China and the Asia-Pacific region represent some of the most dynamic consumer markets globally, and they are critical to Lululemon’s growth,” Maestrini said in a statement.

The appointments bring China and APAC under a shared leadership structure, which will enable the company to “better leverage market insights, scale capabilities, and continue delivering experiences that resonate with guests across diverse cultures and communities,” Lululemon added.

“I am honored to take on this new role and continue working with our talented teams across China and Asia-Pacific,” Hang said. “Each market in the region holds significant growth potential, with distinct guest needs, cultural backgrounds and market environments. We will leverage our teams’ strengths and remain relentlessly focused on our guests to create greater value for the company.

Both Ng and Hang come from luxury backgrounds. Ng spent 12 years at Loewe, rising to managing director of Asia-Pacific. She then joined Tory Burch as managing director and vice president of Asia retail and wholesale before joining Lululemon in 2018. Hang previously served as managing director for Bulgari across Southeast Asia, India, Australia and New Zealand. Prior to that, he was senior vice president and CEO of Louis Vuitton China.