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The global fashion business journal

Jul 24, 20243:06am

Shake up in BuyVIP founder latest fashion adventure: Fashionalia names new CEO

Two years after his take off, Jorge González de San Roman steps aside in Fashionalia’s day to day. His position at the head of the company is now occupied by Sergio Lucas Ocaña, who owns a professional career in digital ambit and retail.

Nov 9, 2018 — 9:57am
Silvia Riera

 Upturn in Brusilovsky’s new fashion adventure: handover in Fashionalia’s front



A turnaround in BuyVIP’s founder Gustavo García Brusilovsky’s new e-commerce. Fashionalia, the new project of online fashion sales that the entrepreneur launched two years ago is developing a new stage after Jorge González de San Roman, one of the company’s founding partners and its until now chairman and CEO, has stepped aside from daily management in order to carry a more institutional role.


Brusilovsky is one of Fashionalia’s investors, a company until now led by the expert in digital strategies and investor González de San Roman. The executive maintains his participation in the company’s shareholdings, where he is kept as non-executive chairman. Sergio Lucas Ocaña is now the one occupying his role in the corporation.


Lucas Ocaña, who has also taken a stake in Fashionalia, holds a degree in Business Administration and Management from the Universidad Complutense of Madrid, an MBA from IE Business School and a PGD by the IESE. The executive started his professional career in the selection of personnel group Adecco, where he lead the company’s expansion in Spain, Portugal and Latin America.


Moreover, the executive led the retail and marketing division in the logistics company GrupoUno and, two years ago, was founding partner of The Train to Health platform specialised in personal health programs.





Nowadays, Brusilovsky, González de San Roman and Lucas Ocaña are the benchmark shareholders in the company, where other executives from the company also participate, and with a minoritarian participation of a business angels’ pool.


Fashionalia was created with its sight set on following other European company’s e-commerce model like Lyst. Last May, the corporation started to operate in Spain as an online shopping centre aimed at adding value to the brands, sending discounts and offering season collections.


The platform is narrowed to the drop shipping model, through which stocks from online stores are connected to the brands it works with, and the latter are the ones in charge of deliveries. For the time being, Fashionalia is only working in Spain and its purpose for 2019 and 2020 is to open up to foreign markets.

The company also counts with a worforce of eight workers as of today. During the last weeks, the enterprise has changed its registered office from Pozuelo de Alarcón (Madrid, Spain) and has moved to the Vía de dos Castillas street, with the objective of continuing a structural expansion.





Fashionalia was founded in December 2016 with an equity capital of 20,000 euros. The corporation was constituted under the social object of “the store, the launch and the afterwards development of digital services on the Internet and mobile, related to textile fashion products and other complements, marketing campaigns of coupons, tickets, presents and similars including the diffusion and commercialisation of offers”.


Brusilovsky is one of the entrepreneurs with a biggest reputation in Spanish online spheres. His trajectory began with the launch of BuyVIP, an online platform specialised in the sales of fashion brand’s stocks which was born at the same time as Privalia, inspired by the fashion model of the French Vente Privee. BuyVIP and Privalia contributed to the expansion of fashion e-commerce in Spain.


In 2010, the United States giant Amazon acquired BuyVIP for a value of around seventy million euros, leading the main role in one of the most highlighted investment operations of the last years.


After his departure from BuyVIP, Brusilovsky has invested in different companies and has released new projects. Currently, the entrepreneur is president of Alice, a member in the administration board of Chemo, CEO of Kilkin and investor in companies such as Chronobook

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