The SRA Council.

Ms Vivien Lim is both Director and General Manager for BHG (Singapore) Pte Ltd with 30 years of experience in the retail industry.

She leads the company’s strategic direction, business growth, product strategy and store transformation plan.

She started off her career as a Merchandising & Marketing Manager with a retail sports chain and was the General Manager for a couple of Sports retail brands before becoming the Director of Merchandising with Tangs Departmental store where she transformed their beauty floor on Level 1 & 4, developed the new merchandising strategy and initiated their new fashion, sports and lifestyle concepts.

Vivien Joined BHG Singapore in June 2019 as Head of Merchandising, she heads up the merchandising department and part of the leadership team to transform BHG Departmental store Singapore into a progressive retailer with their Re-Invention plan. She has recently transformed the Beauty and Home & Living/Kids floor for BHG’s flagship store at Bugis, developed 8 in-house brands and help set up the company’s ecommerce site.

Pang Fu Wei is the Group Managing Director / CEO of Kim Hin International, where he leads the group’s strategic direction, business and corporate development, brand portfolio, retail transformation, regional distribution strategy, and organisational capability building.

Fu Wei began his career at Mothercare Singapore as a Management Trainee, where he gained hands-on experience running the flagship store before moving into broader responsibilities across marketing, merchandising, and e-commerce. He became Managing Director of Mothercare Singapore four years later, before taking on increasingly senior leadership roles within Kim Hin International.

Over the years, he has strengthened the group’s distribution portfolio by adding over a dozen brands including Cybex, K-Mom, Mamas & Papas, Love To Dream and Jamie Kay. He has also led major strategic initiatives including the acquisition and integration of retail and distribution businesses, the development of house brands such as NotTooBig, Snapkis, Mimosa, Love Amme and Sparkle Clean, the rollout of digital transformation projects, and the creation of new retail concepts including the world’s first Mothercare experiential store format.

Fu Wei joined Kim Hin International in 2013, starting his journey with Mothercare Singapore as a Management Trainee. He took on operational and commercial responsibilities across store management, marketing, merchandising and e-commerce, before becoming Managing Director of Mothercare Singapore four years later.

He now leads the group’s senior management team and contributes to the company’s long-term strategy, business transformation, brand development, regional growth and organisational capability building.

Mrs Helen Khoo is the Special Advisor to Chairman’s Office, Wing Tai Holdings Limited. She was conferred the Miflora M. Gatchalian Medal for Women Global Quality Leadership Award 2013, Achievers & Leaders Award (Business Leadership) 2012, WDA’s Singapore Workforce Skills Qualifications Champion 2010, Retail Leadership Award 2008 and International Management Action Award (IMAA) 2007.

Helen is a Member of the Business & Services Academic Advisory Committee (BSAAC) on curriculum & educational development of ITE, Honorary Secretary of Orchard Road Business Association (ORBA), Advisory Board Member of National Museum of Singapore (2022-2024). She chaired WDA’s Retail Industry Skills and Training Council and was a member of Spring Singapore’s Policy Advisory Committee. She was also Board of Director of Civil Service College (2013-2015).

Helen graduated with a Bachelor of Arts (Honours) degree from the University of Hong Kong.

Lynn leads OSIM’s Singapore, Malaysia and International (franchise) businesses, driving growth across markets and expanding OSIM’s global footprint. She also supports the CEO in shaping strategic priorities across product innovation, digital transformation, operational excellence and brand building, while leading OSIM’s evolution into a modern well-being brand with experiential touchpoints, stronger digital engagement and broader channel reach to connect with younger generations.

Marketing Executive — 1 July 2002 Senior Advertising & Promotions Executive — 1 July 2003 Assistant Advertising and Promotions Manager — 1 July 2005 Assistant Marketing Manager — 1 Nov 2006 Marketing Manager — 1 Sep 2009 Assistant General Manager — 1 Dec 2009 General Manager — 1 Jan 2013 Deputy Managing Director — 1 Feb 2017 2nd Deputy Chief Executive Officer — 1 April 2019 Deputy Chief Executive Officer — 1 Jan 2025

Lynn leads OSIM’s Singapore, Malaysia and International (franchise) businesses, with responsibility for business growth and global market expansion. She also oversees cross-functional teams across digital technology, product innovation and capability development, including OSIM Academy and the OSIM digital ecosystem.

As part of the leadership team, she supports the CEO in shaping and executing OSIM’s strategic priorities across innovation, digitalisation, operational excellence and brand transformation. Her focus is on evolving OSIM into a modern well-being brand through experiential customer touchpoints, expanding channels beyond retail, strengthening relevance with younger consumers, and building long-term organisational capabilities.