DFI Retail Group has appointed Kshitij Mulay as group chief digital and yuu rewards officer, effective Sept 17. He succeeds Wee Lee Loh, who is returning to Singapore to be closer to his family after three years with the group.
Mulay will be based in Hong Kong and will report to Scott Price, group chief executive, as a member of the management committee. He will take on responsibility for DFI’s digital, yuu, retail analytics and retail media portfolios, following a transition period with Loh to ensure continuity.
Group Chief Digital and yuu Rewards Officer of DFI Retail Group – Kshitij Mulay.
Mulay joins DFI from Sephora Asia, where he served as chief information officer covering both digital and technology. He brings more than 25 years of international experience leading digital, technology and business transformation across some of the world’s leading consumer and retail organisations, including Sephora and Procter & Gamble.
Throughout his career, he has led large-scale transformation programmes spanning digital commerce, data and analytics, AI, customer experience, technology modernisation and organisational change.
Most recently, Mulay led Sephora Asia’s digital and technology agenda across a multi-country business, helping drive eCommerce growth, omnichannel innovation, AI-enabled customer experiences and cloud transformation. He is recognised for building high-performing teams and translating technology investments into meaningful business outcomes.
Since joining DFI in 2023, Loh has played an important role in advancing the group’s digital transformation journey, with the digital ecosystem expanding to serve millions of loyalty members, process over 100,000 daily eCommerce orders, and scale DFI’s retail media and insights capabilities into a significant new growth avenue for the group.
Price said, “I want to thank Wee Lee for his leadership and many contributions over the past three years, including his role in scaling our digital ecosystem and building new growth avenues in retail media. We wish him and his family every success. I’m confident that Mulay’s experience, leadership and passion for innovation will build on these strong foundations and help accelerate our customer, digital and data transformation journey across the group.”
This appointment comes as the group delivered strong performance amid an evolving macroeconomic climate in the first half of 2026, underpinned by disciplined execution and a focus on driving higher returns. For the first half of 2026, subsidiary like-for-like (LFL) sales growth from continuing businesses improved further to 3%, according to the company. This was driven by sustained strong momentum in the health and beauty segment, as well as a return to growth in both the convenience and home furnishings businesses.
Capturing a significant share of daily essential customer missions in Hong Kong, the DFI Omni Platform — powered by yuu — enables deeper customer engagement across offline and online touchpoints, maximises data capture and unlocks incremental margin opportunities beyond core retail through DFIQ Media and DFIQ Insights.
Overall, digital turned profitable, with eCommerce and DFIQ Media contributing approximately 35% of total revenue growth in the first half of 2026. This was supported by improved underlying eCommerce economics, a rising online sales penetration rate of 6.9%, and DFIQ Media revenue growing threefold compared to the first half of 2025. As of June 2026, more than 10,000 digital media-ready screens were available across DFI outlets.
