Sérgio Faria Costa
Turning European market complexity into scalable retail growth
Managing Director | European Retail & Growth
Managing Director at Annie Sloan Europe GmbH
D2C & wholesale growth across 25+ European markets
What I Do
Build
Creating operational structures that enable businesses to scale
Scale
Expanding across markets while maintaining control and efficiency
Optimise
Turning complexity into structured, repeatable growth systems
About Me
My work sits at the intersection of strategy and execution.
I specialise in taking brands from concept or early-stage structure and building them into fully operational, multi-market businesses. This means not just defining direction, but implementing the systems, processes, and commercial frameworks that sustain growth.
At Annie Sloan Europe GmbH, I led the launch and expansion of a European entity during one of the most volatile periods for retail. From day one, the challenge was clear: build something that could scale across borders, channels, and operational complexities. This included growing operations across 25+ European markets and aligning D2C and wholesale into a unified growth model.
That experience reinforced a core belief: growth is rarely limited by ambition, but by structure.
Before this, I founded Atelier Autêntico in Lisbon, developing a retail concept that combined physical presence with early digital adoption. It became a platform to experiment, learn, and build from the ground up.
My career began in hospitality at The Hoxton Hotel, where I developed a strong operational foundation, understanding how systems, service, and efficiency intersect under pressure.
Today, my focus is on building environments where businesses and the people within them can adapt, evolve, and grow sustainably.
Outside work, I’m also a keen aviator, an interest that continues to shape how I think about discipline, judgement, and continuous improvement.
Experience
Key roles that have shaped my approach to building, scaling, and strengthening businesses across different sectors.
Annie Sloan Europe GmbH | 2020 — Today
Managing Director
Built and scaled European operations to €430k+ annual revenue and €1.6M+ cumulative sales, developing a multi-market D2C and wholesale model across 25+ countries.
- Launched and developed a European entity during a period of extreme retail disruption, requiring rapid operational setup alongside immediate commercial performance.
- Scaled revenue from €21k (2021) to €434k (2025), transitioning from rapid growth phase to stable, repeatable performance
- Built operational, logistical, and commercial systems to support cross-border trade across fragmented European markets
- Managed supply chain disruption, market fragmentation, and channel complexity while maintaining growth trajectory
Atelier Autêntico | 2013 — 2019
Founder
- Founded and scaled a vintage home décor brand in Lisbon
- Built both physical retail and e-commerce presence from scratch
- Developed brand positioning, sourcing strategy, and customer experience
- Achieved national exposure, including television features
The Hoxton Hotel | 2010 — 2013
Front Desk Manager
- Led front-of-house operations in a high-volume, design-led hospitality environment
- Optimised staffing, processes, and service delivery
- Maintained performance targets while improving operational efficiency
Work With Me
I’m open to conversations around strategic advisory, European retail expansion, operational scaling, and growth-focused leadership opportunities.
Other Projects
Alongside my core roles, I’ve also contributed to collaborative ventures and independent projects that reflect a wider interest in brand-building, creativity, and business development.
