Serge BUENO

About Serge BUENO

Serge Bueno is the founder of Smart Good Things Holding S.A. and serves as its Chief Executive Officer and Chairman. Company disclosures indicate that he launched the group in 2020, drawing on his background in the creation and launch of new products and brands. His leadership has been built around a distinctive corporate vision: developing a form of “caring economy” in which protection is placed at the center of consumption. In that sense, his role has been both entrepreneurial and strategic, shaping a business model that combines consumer products, services, partnerships, and social impact. Under his direction, Smart Good Things first gained visibility through responsible beverage concepts and innovative retail positioning, before broadening its scope with projects such as Smart Good Retraite, later renamed Salva, and more recently Smart Wallet. The company has also worked with major partners including Casino, Intermarché, DirectLog, and Garance, reflecting a commercial strategy focused on distribution reach, ecosystem building, and value-sharing mechanisms. Serge Bueno’s approach has consistently emphasized the link between consumption and protection, seeking to turn everyday purchasing behavior into a lever for savings, services, and social utility. From a governance standpoint, he remains the central executive figure at SGTH. Corporate materials describe him as “Founder and Chief Executive Officer,” and the board structure also includes Tony Parker as Deputy CEO and director. This governance model combines entrepreneurial leadership with brand visibility and operational execution. Bueno has overseen key milestones in the company’s corporate and capital-market journey, including the admission of Smart Good Things to Euronext Access+ in 2022, followed by a voluntary takeover bid and the delisting process completed in January 2026. His profile is that of a hands-on founder-executive with strengths in brand creation, business development, and strategic positioning. Through Smart Good Things Holding, Serge Bueno has promoted a differentiated corporate narrative built on innovation, social responsibility, and consumer engagement, aiming to create a scalable platform that connects commerce with purpose.