The executive team at Pretty Ugly, creators of the Uglydoll brand, have announced a series of changes at the company.

Founders and co-managing partners Sun Min and David Horvath are moving to the company’s new Asian headquarters in South Korea where they will expand the brand’s retail presence and licensing program throughout the region including Korea, China, Japan, Hong Kong, Singapore, Taiwan and the Philippines.

South Korea is also home to the brand’s flagship retail store in Seoul.

Additionally, after 12 years with the company, Alita Friedman, Uglydoll’s “Chief Ugly” is leaving to start her own consulting agency.