Susie Sugden

Industry expert

 Susie Sugden

Susie Sugden

Vela Asia , Co-founder and Joint Managing Director

Susie Sugden is a co-founder and Managing Director of Vela Asia. Together with Bede Moore, she founded Vela in founded in 2012 to support fashion brands and manufacturers to sell online in the growing Indonesian eCommerce market. Vela operates premium fashion retailer www.paraplou.com as well as end-to-end eCommerce for brands such as Havaianas, G2000 and Lee Cooper.

Susie originally hails from Tasmania, Australia, but grew up in Southeast Asia. After obtaining Economics and Law degrees from the University of Melbourne, she spent several years working in retail with the Boston Consulting Group in Australia and Indonesia.  She left BCG to co-found Zalora and Lazada Indonesia in 2011, developing the full marketing capability for both retailers, which are now the two largest eCommerce players in their markets. 

Susie and Bede were named Endeavor Entrepreneurs for Indonesia in 2013 for their work with Vela, becoming the first foreigners to receive the honour in that country.

Vela is a multiplatform eCommerce retailer operating in Indonesia. Vela runs the eCommerce stores in Indonesia for over ten International and domestic fashion brands, including Lee Cooper, Havainanas, Seafolly, G2000 and many others. Vela was founded in 2012 to support offline brands and manufacturers to sell online in the growing Indonesian eCommerce market, by operating their websites end-to-end support from website to warehouse, distribution and payment. Put simply, if “Lee Cooper” wants to sell jeans online in Indonesia, we will build their website and operate it (including warehousing, distribution etc) on their behalf. Vela’s head office is in Jakarta but its operational and fulfillment services extend across the archipelago. From a central distribution center, Vela accesses over 240 million consumers and an eCommerce market that has doubled in the last year.

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