Business Development Executive, Retail Sales (SoxBox)

About HFA

HFA is a fast-growing Singapore fashion accessories brand that has become one Singaporeans recognise from everyday errands: your neighbourhood NTUC FairPrice Extra, Watsons and Sheng Siong, alongside dozens of provision shops and mom-and-pop stores island-wide. Founded by husband-and-wife team Felix and Kurin, the business has expanded quickly, growing its retail footprint to close to 200 outlets at its peak and continuing to widen its customer base across Singapore. SoxBox, our compact, ready-to-sell sock display, is one of our hero products and a strong driver of that growth, turning unused shop floor space into extra income for retailers while putting HFA in front of more shoppers every month.

We are a lean, fast-moving team that backs its growth with the right systems. Automation and AI already support much of our admin and operations, and we keep investing in making that lighter and more efficient, so more of your time goes into the work that actually grows the business: building relationships, closing deals and expanding into new stores. We pay for performance, and as the company expands, so does the opportunity for the people driving that growth. If you want to be part of a Singapore brand on the way up, this is the place.

The Role

We're looking for a Business Development Executive to own and grow our offline retail channel. Half hunter, half farmer: you'll open new outlets for SoxBox, and you'll also manage and grow the ones we already have. You'll spend most of the week out of the office, visiting stores, pitching new ones and checking on existing accounts, rather than sitting behind a desk.

What You'll Do

• Identify and pitch new retail outlets for Sox Box: supermarkets, pharmacies, provision shops and mom-and-pop stores

• Build and work a sales pipeline: prospect, pitch, negotiate consignment terms, close, onboard

• Onboard new outlets: set up the first stock, agree the restock cycle and get store staff comfortable with the product

• Own a portfolio of existing outlets, tracking sales performance and making sure our best-selling designs are never out of stock

• Visit your outlets on a regular route to check merchandising and shelf placement, and fix problems before they cost sales, such as stock hidden away, a display that's been moved, or poor visibility

• Build real relationships with store owners and managers: the kind that gets you better shelf space, faster restocks and first call when they're expanding

• Spot underperforming outlets early and decide whether to fix, renegotiate or replace them

• Report on sales, restocking needs and channel growth without needing to be asked

What We're Looking For

Track record

• Experience in field sales, business development or account management, with a retail, FMCG or direct sales background preferred

• Comfortable negotiating with store owners and managers directly, without a script

• Able to read a basic sales report and act on it: spot what's moving, what's not, and why

Mindset and behaviour: this matters more than the resume

• Hungry for the number. You're motivated by what you close, not by a comfortable base salary. Commission should excite you, not scare you.

• Fast and decisive. You'd rather visit ten stores today than plan the perfect route for next month. You figure it out as you go.

• Full ownership. Each outlet is treated like it's your own shop. You don't wait to be told a shelf looks empty; you go and sort it out.

• Relationship builder with backbone. Warm enough that shop owners trust you, firm enough to push for better terms and follow up without being pushy.

• Built for the field. Comfortable being out of the office most days, handling rejection from cold pitches, and staying motivated without someone checking in on you every hour.

• Resourceful on the spot. You solve problems where they happen, whether it's a stalled outlet, a difficult store manager or a display that's disappeared, instead of escalating everything upward.

If you already have your own network of shop owners, provision store contacts, or wet market and neighbourhood retail relationships, even better. Tell us about it.

Compensation

Base salary plus uncapped commission. You earn on every new outlet you open and every outlet you grow. The better the store performs, the more you make, with milestone bonuses along the way. This is a role for someone who wants their income to reflect their effort, not one that's looking for a fixed paycheck.

How to Apply

Send us your resume and one paragraph on the toughest sales pitch you've ever made: what happened, and how you closed it (or didn't). We read every one.