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CEO & Co-founder @Obramax
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WORK HISTORY
CEO & Co-founder @Obramax
São Paulo, BR
Founded and scaled Obramax, Adeo’s “Builders Depot” concept, Brazil’s first wholesale and retail hybrid for construction professionals and homeowners.Drove market entry from concept to 10 large-format stores and €400M turnover (est. 2025), delivering sustained double-digit annual growth (5.8x sales in 5 years). Obramax now ranks #2 nationwide in the sector; achieved profitability by Year 3 of operations.Built and led a cross-functional leadership team spanning operations, merchandising, marketing, HR, supply chain, real estate, IT and finance—establishing a high-performance and entrepreneurial culture.Championed omnichannel retailing from day one, launching e-commerce, telesales, WhatsApp, and app-based connected platforms; digital channels now generate 10% of total sales.Positioned Obramax as one of Brazil’s retail innovation benchmarks, blending big-box efficiency with modern wholesale to transform customer experience.We also want to join a movement of people interested in making Brazil simpler and more accessible.Discover more at and http://obramax.com.br/
EDUCATION
University of Paris I: Panthéon-Sorbonne
Master 2 (M2), Accounting and Finance
SAINT-JEAN DE PASSY
Baccalauréat
ABOUT MICHAEL REINS
I am a passionate entrepreneur who believes retail can be a powerful driver of progress. With enthusiasm and optimism, I have led — together with my teams — growth stories across Europe and Brazil, from steering billion-euro finance operations to founding and scaling Obramax, Adeo’s “Builders Depot” in Brazil. What began as a bold idea has grown into 10 large-format stores and €400M in turnover in a decade, positioning us as the #2 player nationwide in our sector. And we are just getting started, with plans to open 20 additional stores over the next two years.We succeed by engaging people and our entire ecosystem. From day one, we built an omnichannel experience — e-commerce, telesales, WhatsApp, and mobile app — with distant sales now representing 10% of total revenue. More importantly, we cultivated a collaborative culture where high-performing teams across operations, merchandising, supply chain, HR, IT and finance thrive and innovate together.We are committed to building a better Brazil: making construction simpler, more accessible, and more sustainable for professionals and families alike. When we unite passion, people, competencies and purpose, we don’t just drive results — we create lasting impact.#ObraÉcompromisso
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