International expansion is about more than having a strategy. It’s about making it happen.
I founded Xenos Business Development in 2021, following a 30-year corporate career with multibillion-dollar businesses across the beauty, health and personal care sectors.
Throughout my career, I managed international business units across EMEA, gaining first-hand experience of the opportunities and challenges involved in building brands across borders. Having lived and worked in both Germany and Portugal, I understand the importance of local market knowledge, strong commercial relationships and adapting strategies to the realities of individual markets.
Over three decades, I saw what it takes to build successful international businesses: the right strategy, the right partners, effective commercial structures and, above all, the ability to turn plans into tangible results.
It was this experience that inspired me to establish Xenos.
Why Xenos?
I wanted to build a business that did more than provide advice.
Traditional consultancy can deliver valuable insights and recommendations, but the real challenge often begins when it comes to implementation. Identifying the right markets, finding and managing distributors, building retail relationships, establishing commercial frameworks and developing the internal capabilities to support growth all require time, experience and hands-on involvement.
Xenos was created to bridge the gap between strategy and execution.
We work alongside brand owners to develop international growth strategies and then help put them into practice. From evaluating market opportunities and selecting distribution partners to developing direct-to-retail opportunities and improving the performance of existing international operations, our focus is on delivering practical, measurable commercial outcomes.
We don't simply tell you what needs to be done and leave you to do it. We help you do it.
Experience that makes a difference
International growth is rarely straightforward. Every market has its own commercial dynamics, distribution structures, regulatory requirements and routes to market. What works in one country may not work in another.
My experience working with global businesses has provided a deep understanding of these complexities, from developing international commercial strategies to managing distributor networks, pricing structures and retail partnerships.
Through Xenos, I bring that experience directly to brand owners, particularly in beauty and personal care, who want to expand internationally, improve the performance of their existing markets or build a more effective international business.
Whether you are entering new markets, reassessing your distributor network or exploring opportunities to work directly with major retailers, Xenos provides the experience, expertise and practical support to help you move forward.
A flexible, hands-on approach to growth
Not every business needs a full-time international commercial director or a large internal team. Many ambitious brands need experienced senior-level support, but on a scale and budget that make sense for their business.
Xenos offers a flexible approach, working with clients according to their needs and objectives. We can help define the strategy, lead specific projects, build commercial relationships or provide ongoing fractional support to help execute an international growth plan.
The objective is always the same: to help brands build sustainable international businesses and realise their full commercial potential.
Xenos Business Development — international experience, practical execution, measurable growth.