Our Founder

Rui Araujo da Silva brings over three decades of leadership expertise in global consumer brands, with extensive expertise in fashion retail, beauty and lifestyle sectors.

He oversaw full business operations including retail, digital commerce, wholesale, franchise, distribution & licensee partners, manufacturing and organizational leadership across diverse economic and cultural landscape.

His experience spans:

• Mature and emerging markets

• Economic volatility and structural shifts

• Multi-channel retail environments

• Large-scale regional growth initiatives

• Governance frameworks across franchise and partner networks.

• M&A process management in Latin America

Throughout his career, Rui has built high-performance teams, strengthened multi-market structures, build key relationships with business groups in the region and guided brands through disciplined expansion across complex territories.