# Alexander Friedhoff

> Alexander Friedhoff is the German founder and CEO of Etaily, a commerce and retail operations business serving consumer brands in Southeast Asia. His career includes van Laack, consulting and Zalora, where he helped build Fulfillment by Zalora. An ESCP Business School graduate based in Singapore, he founded Etaily in 2020 and has overseen its development from a Philippine business into a regional operator.

- **Role:** Founder & CEO at Etaily
- **Organizations:** Etaily, van Laack, Zalora, Accenture, German-Philippine Chamber of Commerce and Industry, World Economic Forum Global Shapers
- **Nationality:** German
- **Education:** Master in Management, ESCP Business School, Master in Management, Carlos III University of Madrid
- **Known for:** Tatler Gen.T Leaders of Tomorrow honouree, Philippines, 2023., Led Etaily, ranked third in the Financial Times High-Growth Companies Asia-Pacific 2025 list., Etaily reported over 40 million orders processed and over 80 consumer brands in December 2025.

## Career timeline

- **—** — Began at van Laack, with manufacturing and product development in Vietnam and business development and e-commerce in Australia and Germany.
- **—** — Worked in omnichannel retail consulting and helped build Fulfillment by Zalora.
- **2019** — Graduated from ESCP’s Master in Management; published research on design-driven innovation in German retail.
- **2020** — Founded Etaily in the Philippines.
- **2021** — Recorded as an investor in Locad’s seed round.
- **2023** — Named a Tatler Gen.T Leaders of Tomorrow honouree; Etaily raised a $17.8 million Series A.
- **2025** — Etaily announced a GroupM partnership and later SMBC Asia Rising Fund investment, taking cumulative funding above $24 million.
- **2026** — Etaily received Vynn Capital investment for regional commerce infrastructure.

## Achievements

- Tatler Gen.T Leaders of Tomorrow honouree, Philippines, 2023.
- Led Etaily, ranked third in the Financial Times High-Growth Companies Asia-Pacific 2025 list.
- Etaily reported over 40 million orders processed and over 80 consumer brands in December 2025.
- Etaily raised a $17.8 million Series A in 2023 and reported cumulative funding above $24 million in December 2025.

## Latest updates

- **2026-07** — Vynn Capital invested in Etaily’s regional commerce infrastructure; the amount was not disclosed.
- **2026-01** — ESCP Alumni listed Friedhoff among its 2026 Alumni of the Year nominees in the Creator category.
- **2025-12** — Etaily announced SMBC Asia Rising Fund investment, taking total funding above $24 million.
- **2025-05** — Etaily announced a GroupM partnership starting in the Philippines.

## Links

- Website: https://etaily.com/
- LinkedIn: https://sg.linkedin.com/in/alexanderfriedhoff

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Profile page: https://yespress.io/alexander-friedhoff
Published by YesPress — https://yespress.io
Last updated: 2026-10-11