In August 2018, Steinhoff Asia Pacific Group Holdings Pty Limited was renamed Greenlit Brands Pty Limited. Greenlit Brands is essentially the combination of three former groups: Steinhoff Asia Pacific, Fantastic Holdings Limited and Pepkor South East Asia. These groups all came together as one group from October 2017, with a Household Goods division and General Merchandise division.


  • Michael Ford


    Michael was appointed CEO of Greenlit Brands in August 2017.Michael has over 25 years of international retail experience and is highly skilled in all facets of retail, with a particular passion for business innovation and transformation.He has held CEO roles with iconic retail brands such as The Good Guys, Country Road, Esprit and Jag Clothing.

  • Michael Gordon


    Prior to joining Greenlit Brands, Michael spent ten years with PricewaterHouseCoopers in South Africa, the United Kingdom and Australia. Michael joined the listed Freedom group as Chief Financial Officer in November 2000 and was appointed a Director of the Board in April 2003. In December 2003, Michael and other key Senior Executives led the privatisation of Freedom Group Limited (the largest public to private at that time, in Australia). In November 2006, Michael led the restructure of the Freedom Group of companies into the Asia Pacific subsidiary of Steinhoff International. In 2016, Michael led the acquisition of the Australian listed Fantastic Holdings Limited (FHL) Group.

  • Tim Schaafsma


    Tim joined Greenlit Brands in 2002 as General Counsel, responsible for the group’s legal and compliance functions, and was involved in the privatisation of Freedom Group in 2003. Tim has held senior positions across Greenlit Brands including General Counsel and Group Services Director, Managing Director of Bay Leather Republic and Freedom Furniture. Tim has worked previously as a lawyer with McDonald’s and in private practice and has been a member of the Board of the National Retail Association since 2015.

  • Debra Singh


    Joining Greenlit Brands in 2016, Debra is the Group CEO of Household Goods.Debra has over 30 years of extensive experience in General Management, Retail Operations, Organisational Design, Human Resources and Change Management. Debra’s passion for retail and achieving results through people, has helped drive exceptional outcomes for the Group.Debra has previously held senior roles at Woolworths Group and Dick Smith. In 2017, Greenlit Brands acquired Fantastic Holdings Limited and appointed Debra as an Executive Director to the Board.