Heinemann, a global travel retail company, has announced a key leadership transition, appointing a new Vice President People & Culture while also naming a new CEO for its Asia Pacific operations, effective September 1, 2026.
Johannes Sammann, currently CEO of Heinemann Asia Pacific, will assume the role of Vice President People & Culture at the company’s Hamburg headquarters. With over 25 years at the company across markets including Copenhagen, Frankfurt, Singapore and Sydney, Sammann is expected to strengthen the strategic role of People & Culture within the organisation.
He succeeds Ché Lewer-Alpman, who will step down to focus on family and pursue new personal and professional opportunities after a decade with the company.
“First, I would like to sincerely thank Ché for her valuable contributions, her leadership and collaboration with colleagues at all levels of the organisation,” said Max Heinemann, Co-CEO and Owner. “During her 10 years at Heinemann, Ché has made a significant contribution to shaping and driving our People & Culture strategy… We wish her all the very best for the future, both personally and professionally.”
Welcoming Sammann into his new role, he added, “For the vital and culture-shaping function of People & Culture, we have gained an experienced Heinemann with deep roots in our core business. We warmly welcome him back to Hamburg.”
Sammann’s move creates a leadership shift in Asia Pacific, where Rajshree Dugar, currently CFO of the regional headquarters in Singapore, will take over as CEO. She will be responsible for advancing the region’s restructuring efforts and executing strategic priorities.
Florian Seidel, Chief Sales Officer, highlighted Sammann’s contributions in the region, stating, “Over 25 years with Gebr. Heinemann, Johannes has demonstrated exceptional expertise in both business and company culture… In recent years, his ability to manage change in Asia has been both strategic and hands-on, preparing us for future growth.”
He added that the appointment reflects continuity during transformation, “Appointing Johannes as VP People & Culture at a time of transformation for our Group is a logical step, thanks to his deep understanding of our values and his proven leadership.”
On Dugar’s appointment, Seidel said, “I am equally delighted to welcome Rajshree as the new CEO of Heinemann Asia Pacific. She has already proven her outstanding abilities… I am fully convinced that Rajshree will excel in her new role and drive the continued development of our business in Asia Pacific.”
He further noted the significance of regional leadership, adding that it is “especially meaningful that someone from the region is now taking responsibility for this important market, ensuring that our strategies are deeply rooted in local expertise and understanding.”
The leadership changes come as Heinemann continues to advance its global transformation agenda, with a strong focus on strengthening culture and accelerating growth in key markets such as Asia Pacific.