Alexandra Schonfrucht

Alexandra (Alex) Schonfrucht is Vice President Head of Category Management at Pomelo Fashion, Asia’s leading omnichannel fashion platform. Alex is the driving force behind integrating third party business across all of the company’s consumer markets, growing Pomelo into the region’s leading fashion and lifestyle platform. She started her career as a fashion trainee buyer and quickly climbed up to the senior buyer position before moving to the brand side working for Nike. That experience introduced Alex to the inner workings of a global brand which she took to Zalando, where she led the buying department for the sports category. She has since specialized in the multi-brand space working at JD Sports, before moving to Pomelo.