Alejandro Torun, Co-Founder, and CEO, LUUM, A Brand Accelerator
Alejandro Torun is the Co-Founder and CEO of LUUM, a brand accelerator that connects social and environmental impact brands with e-commerce. He has also developed MEEMA for sustainable textiles.
Podcast
Overview
E-commerce is a booming industry. This recent rise in e-commerce can be attributed to the ease of use and flexibility that e-commerce portals offer customers. There are so many portals that have sprung up recently, but the number of e-commerce businesses going bust is on the increase. This increases the importance of not only choosing the right e-commerce portal, but also the importance of choosing the right e-commerce business.
About Alejandro Torun, Co-Founder, and CEO, LUUM, A Brand Accelerator
Alejandro Torun is the Co-Founder and CEO of LUUM, a brand accelerator that connects social and environmental impact brands with e-commerce. He has also developed MEEMA for sustainable textiles. He is the Founder of BAOBAB, which is a natural, personal care range of products.
About LUUM
We curate exceptional local brands and connect their products with the world’s most dynamic markets to reach their full potential.
For LUUM exceptional means:
Thoughtfully designed + consciously-sourced + exceptionally crafted.
Every brand in our portfolio has a clear impact on the environment, its employees, customers, and the community.
By accompanying our brands in their growth, LUUM generates a positive impact exponentially.
We not only do that, but we also help brands in sharing their story in a better way.
What are social and environmental impact brands?
LUUM is a social enterprise, which means that we are a for-profit company. We work in the market and with the power of the markets, we generate profit. However, the core of our existence is, how can we make things better. The impact is a broad word, but it means Social Positive Change and Environmental Sustainability. These are the two main components we look for in the brand we work with.
Building a Successful Brand
- A brand is a living organism that keeps evolving.
- We bring products from Central America, Mexico, the U.S., and South America to larger markets in the world. The consumers of the market have different preferences and trends.
- A brand should be authentic and real.
- Innovation is very important.
Process of selecting and deciding the right products
LUUM is part of Alterna Group. Alterna is a social or impact entrepreneurship incubator, accelerator, and training organization. It is an NGO based in Guatemala. We are a partner organization. Alterna does a lot of training and works with over 200 entrepreneurs in Central America and Mexico.
The way we select brands
- Are they innovating?
- Is the team passionate and driven?
- How much impact do they make now and can generate in the future?
Communication changing for advertising
People come out on social media platforms and talk about a product for 10 seconds and immediately that generates sales in real time. It did not happen on television.
Influencers promoting Brands
- The influencer world is very broad.
- Finding people with values similar to the brand’s and really believe in the product.
- Make long-term relationships even if they have fewer followers.
Effects of the Pandemic on the e-commerce sector
The e-commerce market has grown tremendously, so we are surfing that wave. It came with a lot of challenges and struggles, specifically supply chain.
Resource:
You can connect with Alejandro Torun- LinkedIn
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Profile
Alejandro Torun is co-founder and CEO of LUUM, a brand accelerator that connects social and environmental impact brands with the most dynamic markets in the world through e-commerce and retail.
Within LUUM he developed the brand MEEMA of sustainable textiles and works with 17 brands like MAI We Care, Wakami, Don’tWorry, and Dr. Barry’s Remedies.
Alejandro is the founder of BAOBAB, a social enterprise that makes natural personal care products and that brings soap and hygiene education to schools in Guatemala.
He is currently a member of the Board of Directors of Sistema B Central America and Caribbean and Grupo REMM, a distribution company that acquired BAOBAB and is a certified B Corporation.
