In August 2018, Steinhoff Asia Pacific Group Holdings Pty Limited was renamed Greenlit Brands Pty Limited. Greenlit Brands is essentially the combination of two former groups: Steinhoff Asia Pacific and Fantastic Holdings Limited. These groups came together as one group from October 2017.



Michael Ford

Executive Chairman and Group Chief Executive Officer

Michael Ford was appointed to Greenlit Brands as Chief Executive Officer in August 2017 and in April 2019 he was appointed Executive Chairman and Chief Executive Officer. He is also a member of the Board Audit and Risk Committee and the Board Remuneration Committee.

Michael has led Greenlit Brands through a significant period of transformation. Under his leadership, Greenlit Brands has undertaken a strategic consolidation involving the divestment of the Group’s General Merchandise division (incorporating a number of separate brands), while also enabling a vertical integration strategy of the Group’s iconic retail brands (freedom, Fantastic Furniture, Plush, Snooze and OMF) and its manufacturing and logistics businesses (FutureSleep, Unitrans and G&G).

As Executive Chairman and Group CEO, Michael brings over 30 years of deep and broad leadership experience in the retail sector, having held ‘C’ suite roles with leading Australian and New Zealand retail groups including Country Road, Esprit and Jag Clothing and The Good Guys. In particular, Michael led the Good Guys business into a new age of prosperity and growth, doubling the company’s annual turnover and achieving the number one market share and preference to shop for large and small appliances in Australia.


Aaron Canning

Group Chief Operating Officer

Aaron Canning was appointed to Greenlit Brands as Chief Financial Officer in March 2020 and following a number of significant strategic initiatives, was appointed as Chief Operating Officer of Greenlit Brands in December 2020.

Aaron brings to Greenlit Brands a wealth of corporate and financial experience from a variety of previous executive management and financial leadership positions in ASX listed and multinational organisations. He has lived and worked across Asia as well as the UK, USA, New Zealand and Australia. Prior to joining Greenlit Brands he held the position of Group CFO of Blackmores Ltd. His career before this spanned groups including Goodman Fielder, Westfield and Diageo Plc. At Goodman Fielder he held several executive leadership positions including Managing Director Grocery Category and Managing Director Asia Pacific.

Aaron is a Non-Executive Director of Gowrie NSW, a non-profit-organisation founded in 1940, providing diverse education and care, family support and professional development services to the early and middle childhood sector across NSW and ACT. He is the Chair of the Audit, Risk and Investment Committee and was named CEO Magazine’s 2016 CFO of the Year (Runner-up).

Aaron has a Bachelor of Commerce in Marketing and Management and a postgraduate 1st class Honours degree from the University of Otago, New Zealand. He is a Fellow of the Association of Chartered Certified Accountants, Member of the Chartered Accountants Association of Australia and New Zealand and Graduate of the Australian Institute of Company Directors.


Michael Cooper

Chief Legal Officer

Michael Cooper is Greenlit Brands’ Chief Legal Officer. He first joined Greenlit Brands in 2018 as General Counsel – Regulatory and Compliance, and was subsequently promoted to Chief Legal Officer.

Michael brings to the Group extensive experience in in-house legal and regulatory roles and also from private practice.

Prior to joining Greenlit Brands, Michael held senior positions at Dentons Australia.

Michael holds a Bachelor of Law (first class honours) from the University of Technology, Sydney and a Bachelor of Commerce from Sydney University.


Lara Nercessian

Group General Manager, Human Resources

Lara Nercessian joined Greenlit Brands in 2018 as Group Human Resources Business Partner and was subsequently promoted to Group General Manager – Human Resources in 2020.

Lara has over 11 years’ experience in Human Resources and in that time, has delivered policies, procedures and initiatives for a number of organisations that drive workplace efficiency for industry leaders. Some of these organisations include Next Athleisure Group (Topshop/Topman Australia, Glue Store, JD Sports, Trend Imports), sass & bide and Napoleon Perdis Cosmetics.

Lara’s track record demonstrates continued success in managing comprehensive operational enhancement projects in fast-paced, international markets, leveraging world-class people practices to generate consistency and commercial outcomes on a global scale.

Lara holds a Postgraduate Diploma in Psychology, and also holds a Bachelor of Arts majoring in Psychology from Macquarie University.

In 2018, Lara was appointed as an accredited Industry Mentor for RMIT University, where she provides students with valuable career insights and advice to shape and support their career journeys.


Philip Tyler

Managing Director, G&G Furniture Imports

Philip Tyler is Managing Director, G&G Furniture Imports, a Greenlit Brands import specialist business that offers both an ex stock and direct ship program in Australia and NZ.

Philip joined G&G Furniture Imports in 1998 as the National Sales Manager and has led the business as Managing Director since 2008. He is responsible for the overall strategic direction and operational performance of the business and has extensive experience in sales, product development, sourcing, planning and distribution.

The G&G Furniture Imports business supports Greenlit Brands’ Snooze business to expand further into imported products. Both businesses continue to grow with the success of the Group’s vertical integration strategy. Along with Snooze, G&G Furniture Imports supplies other Greenlit brands and general market retailers.


Chris Burke

Chief Executive Officer, Plush Sofas

Chris Burke first joined Fantastic Holdings Limited as General Manager of Dare Gallery in 2008. Having overseen a successful turnaround of that business, he was appointed Chief Executive Officer of Plush in 2013. In the period since, he has repositioned Plush to become the leading sofa specialist in Australia.

Chris has 30 years of experience in the retail sector in Australia and the UK, the majority of which has been in the furniture and homewares categories. He has held roles from Store Manager to Country Manager to Head of International Development, while working with Habitat, based in the UK, for 14 years.

Chris graduated in Business Studies in the UK and has sat on various business, tourism and educational boards. He is a graduate of the Australian Institute of Company Directors.


Kieron Ritchard

Chief Executive Officer, Fantastic Furniture

Kieron joined Greenlit Brands and was appointed as Chief Executive Officer of flagship retail brand, Fantastic Furniture in 2018.

As CEO at Fantastic Furniture, Kieron leads a talented team focused on delivering customer centred omni channel business growth.

Kieron’s early career included specialist advisory work in the hotel industry as well as working internationally on corporate finance deals, real estate development, brand development and tourism advisory. Relocating to Asia in 2002, Kieron lead the regional strategy and business development functions for global hotel groups, achieving significant pan-Asian network growth at Le Meridien Hotels and Resorts and launching the Holiday Inn Express brand in China at IHG, securing the first international hotel franchise license ever issued in that market.

Since returning to Australia in 2008, Kieron has led divisional portfolios at IHG, KFC, Transport for NSW and Compass Group.

Kieron holds a bachelor’s degree in Commerce (Accounting), an MBA (AGSM) and is a Graduate of Australian Institute of Company Directors. He serves as Chairperson of Dignity, a highly respected and fast-growing homeless services charity.


Blaine Callard

Chief Executive Officer, Freedom

  • 24 years at Harvey Norman Group
  • Seasoned Retailer – Interiors & Technology
  • Restored Irish HN Business to profitability
  • Two other major HN Turnarounds
  • Extensive International Experience
  • Expertise in Brand & Marketing
  • “People-centric” Leadership Style
  • Brick-&-Mortar Advocate

Blaine Callard is an accomplished retail executive and Chief Executive Officer of freedom, one of Greenlit Brands’ flagship retail businesses. He has held this position since 2018 and in this role is responsible for all aspects of freedom’s strategy, operations, performance, and growth.

Blaine has over 20 years’ experience across a range of operational and strategic roles at the Harvey Norman Group, including as CEO of Harvey Norman (Ireland). In this role, he was responsible for getting that business to return to profitability while strengthening its gross operating margins and reinvigorating its brand in Ireland. Blaine is a people-oriented CEO, whose experience, knowledge and leadership capabilities are crucial in evolving the freedom brand and growth in key markets across new retail platforms in Australia and New Zealand.


Debbie Ridling

Managing Director – Freedom New Zealand

Debbie Ridling is Managing Director – freedom, New Zealand, a position she has held since 2006. In this role, Debbie continues to strengthen the strategic and operating performance of the business so that it today is a profitable and valued part of the Greenlit Brands group.

Debbie brings to freedom New Zealand extensive knowledge and long-term experience of all key retail market drivers, from buying to brand and marketing as well as development of team and culture. She is passionate about people, talent development and business culture.


Simon Beaty

Managing Director, Snooze

Simon Beaty is the Managing Director of Greenlit Brands’ Snooze business, a position he has held since 2008. As Managing Director, his focus is to continue to nurture Snooze’s growth potential, having significantly increased the number of stores by attracting new franchisees, as well as seeing staff taking the opportunity to make the transition to Snooze franchise ownership.

Simon brings to Snooze deep experience in franchise business development which has been instrumental in Snooze becoming Australia’s most iconic bedding brand. Snooze is also recognised as Australia’s longest-running franchise business, providing Australians with a better night’s sleep for more than 40 years.

Simon’s career in retail commenced in 1979 at Fleececraft Industries and then began a long involvement in Franchising, joining Solomons Carpets in 1987 firstly as Victorian Administration Manager, and was later appointed National Logistics Manager. He has also worked at Clark Rubber, where he became Director Operations and ultimately relaunched the business as a franchise model, while becoming a franchise store owner himself.  Simon has also owned a small E-commerce business and then served as General Manager of franchised food chain Healthy Habits, before joining Snooze in 2008.


Ian Van Engelen

Chief Executive Officer, OMF

Ian Van is CEO of Greenlit Brands’ OMF business. He has over 25 years of Senior & C-Level leadership experience across multiple tier 1 brands including Fantastic Furniture, LeCornu, Ashley, Betta Electrical & Nick Scali.

Ian joined Fantastic Holdings Limited (Fantastic Furniture) in 2011 as GM Retail Operations and as part of the senior leadership team, oversaw the brands’ recovery and growth. Ian also took on the GM position of both LeCornu & Ashley strategy programs business. OMF has since seen growth from 23 stores in 2017, to 45 stores in June 2021.

Ian has held a number of roles in the retail sector in Australia and Japan including being involved in 2 start-ups along with post graduate studies at QUT in International Business & E-Business. Ian’s focus is to always deliver remarkable consumer experiences and motivate highly engaged teams through a fundamental focus on ‘people’ first.