Alex Theophanous

Professional Overview

Alex Theophanous is an experienced leader and advisor with a proven track record of driving growth and innovation in the retail and ecommerce industries. As the CEO of Mahabis, he is responsible for steering the company's strategic direction and overseeing its global expansion. With a keen eye for identifying market trends and leveraging emerging technologies, Alex has a strong background in ecommerce, international expansion, and brand building.

Experience Summary

Current Role

CEO - Mahabis (2024-07-01 to Present)

• Providing strategic leadership and vision to position Mahabis as a leading player in the global home comfort market

• Spearheading the company's international expansion efforts, opening new markets and driving revenue growth

• Fostering a culture of innovation and customer-centricity to enhance the brand's competitive edge

• Serving as a trusted advisor to the board of directors and contributing to key decision-making processes

Advisory at Various NED (2024-01-01 to Present)

• Providing strategic advisory services to a portfolio of companies, leveraging his extensive industry expertise

• Serving as a Non-Executive Director, offering guidance on business strategy, digital transformation, and operational optimization

Career Progression

Prior to his current roles, Alex held several senior positions in the retail and ecommerce sectors, including:

• General Manager International Expansion at tonies® (2022-01-01 to 2023-12-01)

• Interim General Manager UK & Ireland at tonies® (2021-06-01 to 2022-01-01)

• Non Executive Director at Purdy & Figg (2022-03-01 to 2023-09-01)

• Board Director & Advisor at mahabis (2020-04-01 to 2022-12-01)

Throughout his career, Alex has demonstrated a strong ability to drive business growth, implement effective ecommerce strategies, and guide companies through periods of transformation and expansion.

Academic Background

Alex holds a Bachelor's degree in Business Administration from the University of Edinburgh, where he graduated with honors.

Areas of Expertise

• Ecommerce and digital strategy

• International market expansion

• Brand development and marketing

• Retail operations and supply chain optimization

• Mergers and acquisitions

• Strategic advisory and board-level leadership

Professional Impact

• Spearheaded the international expansion of tonies®, successfully launching the brand in new markets and driving double-digit revenue growth

• Served as a trusted advisor to the board of directors at mahabis, contributing to the company's strategic repositioning and successful turnaround

• Leveraged his ecommerce expertise to help Trotters Childrenswear Limited and Purdy & Figg enhance their online presence and customer experience

Conclusion

With his deep industry knowledge, strategic acumen, and proven track record of driving growth and innovation, Alex Theophanous is well-positioned to continue making a significant impact as a leader and advisor in the retail and ecommerce sectors. His versatile skill set and dedication to delivering exceptional results make him a valuable asset to the companies he serves.