Leadership Shuffle: Tous Secures Parfois CEO; Parfois Installs Ex-Mango’s Luis Maseres

Tous already has a replacement for Carlos Soler-Duffo. The Spanish jewelry company is finalizing the incorporation of Susana Sanchez, first executive of the Portuguese group Parfois, as CEO. At the same time, Parfois will renew its management team with the appointment of Luis Maseres, until a few months ago director of the women’s category at Mango, as CEO. Both Tous and Parfois have confirmed this information.

As explained to Modaes close to the company, Parfois communicated yesterday internally the departure of Sanchez. This week has transcended the departure of Carlos Soler-Duffo as CEO of Tous, which could have accelerated the closing of the signing of Sanchez. The same sources indicate that the new CEO of Parfois will join the company next week.

Susana Sanchez joined Parfois in May 2021 as CEO, later rising to the position of CEO. The executive has a long history in the fashion industry, international knowledge (thanks to Parfois’ extensive network of stores) and experience in family business management, three requirements that Tous was looking for in its new first executive.

Tous confirmed yesterday the signing of the Parfois CEO to replace Carlos Soler-Duffo

The new CEO of Tous must accelerate internationalization as one of the pillars of growth of the group, which since the end of last year is controlled 100% by the founding family, which bought back 25% of the capital from Partners Group. In 2024, the family-owned company introduced a new strategic plan after closing the year with a turnover of €523 million.

A telecommunications engineer and MBA from Ieside, the new CEO of Tous began her career at Motorola and Levantina. In 2006 she jumped to retail and joined the accessories chain Dayaday as director of operations. Dayaday ended up being taken over by Tous, although the group closed it at the beginning of 2020.

In 2013, Sanchez joined Bimba y Lola as commercial and business director, until in 2019 she moved to Vigo-based fishing group Profand as corporate general manager.

Fourteen years after leadership at Parfois, Sanchez returns to Spain to take the helm of another family business and a sector akin to accessories, such as jewelry. With a presence in more than 70 countries and more than 1,000 stores globally, according to the latest available data, Parfois is controlled and led by its founder, Manuela Medeiros.

Luis Maseres, the new CEO of Parfois, has worked for groups such as Inditex and Mango.

Luis Maseres will become the third Spanish CEO of Parfois. Prior to Susana Sánchez, the top management of the Portuguese company was occupied by José María Folache, who held the position of CEO. Maseres left Mango last July.

Trained in Chemical Sciences at the University of Alicante Químicas, MBA at Fundesem and PDG at IESE, Maseres began his professional career at Tempe as footwear product manager at Zara, before moving on to become footwear brand manager at Massimo Dutti.

After 12 years at Tempe, he made the leap to Uterqüe where he assumed the position of chief executive for two years. In 2014 he joined Mango as director of footwear and accessories and in 2021 he was appointed director of Mango Woman.

Parfois, which does not communicate its exact turnover data, claims to accumulate an annual growth of more than 24% since 2010. With more than one hundred openings a year, the company began its development in 1994 and is headquartered in Porto.