Hong Kong-based health and beauty retailer has announced the appointment of Katinka Ruikes as Managing Director of Kruidvat Belgium, effective 1 January 2027, alongside her current role as Chief Sales & Operations Officer of Kruidvat Netherlands.
Katinka Ruikes joined AS Watson in 2009, starting her career in Human Resources and Learning & Development. After holding several senior HR leadership positions, she transitioned into the business in 2019 as Chief Sales & Operations Officer of Kruidvat Netherlands.
“Katinka has consistently demonstrated outstanding leadership and a unique ability to bring people, strategy and operations together. Her commercial mindset, deep understanding of our business and passion for developing high-performing teams have contributed significantly to Kruidvat’s success. By combining the leadership of Kruidvat Belgium with her current role in the Netherlands, Katinka will be well positioned to further strengthen collaboration across the Benelux business and support the continued development and growth of our business,” said Ed van de Weerd, CEO of AS Watson Health & Beauty Continental Europe.
Ms Ruikes succeeds Bert Verhoef, who will step down as Managing Director of Kruidvat Belgium after more than 27 years with AS Watson Health & Beauty Benelux to pursue personal interests.
However, Verhoef will continue to support AS Watson’s European business as Director of Rossmann Central Europe and as a member of Dirk Rossmann’s Advisory Board.
“Kruidvat has a strong foundation and clear growth ambitions in Belgium. I want to build on the progress made in recent years and look forward to working closely with our store and office teams. Together, we aim to strengthen cooperation between Belgium and the Netherlands and deliver on our growth ambitions in Belgium,” concludes Katinka Ruikes.
