​Roger Fernandez
Founder of Businessmart. As Chief Commercial Officer of MATE.BIKE, the iconic Copenhagen e-bike brand where fashion, lifestyle and technology meet, Roger's mandate was to build the commercial foundation for international growth, contributing to around €21M of new investment since 2020. Collaborations with Moncler and FENDI, loved and organically promoted by celebrities.
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With 20+ years in consumer brands and financial services, Roger has built sales organisations, opened 30+ markets and developed international distributor, wholesale and retail networks, including 200+ partners at MATE.
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Having lived and worked in Spain, Ireland, the Netherlands, the USA, Brazil and Denmark, Roger knows how to adapt a market approach to each local culture. He works in English, Spanish and Portuguese.
Experience that opens markets
MATE.BIKE, CCO
Built the commercial organization.
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200+ partners on 3 continents
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35,000+ e-bikes sold in 30+ markets
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New verticals in luxury retail
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Printemps, Selfridges, El Corte Inglés
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Collabs with FENDI, Moncler
Harboe and Atradius
Export growth and turnarounds.
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Export sales in 14 countries (Harboe)
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Two Atradius regions: Nordics, Americas
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Loss to profit
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Beverages and financial services
Nova Rosea, Founder
A hard seltzer sold on four continents.
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260,000+ units a year
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Spain, South Korea, Brazil, USA
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Built from zero as founder
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Brand, distribution and sales
​Not sure where to start? Book a discovery call and we will map the right first step.