Jorge Cano is a seasoned digital executive with over a decade of experience driving transformation in the fashion and luxury sectors. He has held leadership roles at renowned brands such as Havaianas, Aristocrazy, Kiwoko, and UNOde50, consistently focusing on brand growth and digital acceleration to help companies adapt in a rapidly evolving consumer landscape.

As Founder and CEO of Velara, Jorge leads a House of Brands dedicated to acquiring and scaling lifestyle and fashion labels across Southern Europe. He combines strategic acquisitions with innovative distribution partnerships, unlocking new avenues for growth and positioning brands for long-term success.

Jorge’s expertise spans e-commerce growth, international expansion, and fundraising strategies. He is recognized for his ability to transform traditional brands into digital-first players, leveraging digital acceleration as a key driver of brand value and sustainable business development.