Domingo Ramos of Wynie Holdings, Chief Financial Officer, brings more than 20 years of financial leadership across consumer goods and luxury retail including roles at Mars and Tapestry. Ramos appears on theCUBE Research for the NYSE Wired: Mixture of Experts conversation at the New York Stock Exchange, where they join hosts John Furrier and Gemma Allen to discuss US IPO strategy, cross-border listing rationale, regulatory and licensing requirements for cosmetics and plans to expand European operations into the US market.
Ramos explains the decision to pursue a US IPO is driven by capital access, marketing benefits and a deeper underwriting ecosystem compared with Europe. They highlight stringent regulatory and licensing requirements for cosmetics and outline a phased approach to enter the US market after listing. theCUBE analysts note that US scale and investor availability can accelerate growth for smaller European consumer companies and that effective regulatory compliance and underwriting strategy are critical factors to consider for cross-border listing and expansion.
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Domingo Ramos, Wynie Holdings
Domingo Ramos of Wynie Holdings, Chief Financial Officer, brings more than 20 years of financial leadership across consumer goods and luxury retail including roles at Mars and Tapestry. Ramos appears on theCUBE Research for the NYSE Wired: Mixture of Experts conversation at the New York Stock Exchange, where they join hosts John Furrier and Gemma Allen to discuss US IPO strategy, cross-border listing rationale, regulatory and licensing requirements for cosmetics and plans to expand European operations into the US market.
Ramos explains the decision to pursue a US IPO is driven by capital access, marketing benefits and a deeper underwriting ecosystem compared with Europe. They highlight stringent regulatory and licensing requirements for cosmetics and outline a phased approach to enter the US market after listing. theCUBE analysts note that US scale and investor availability can accelerate growth for smaller European consumer companies and that effective regulatory compliance and underwriting strategy are critical factors to consider for cross-border listing and expansion.
>> Palo Alto Studio Connections, Silicon Valley and Wall Street. I'm John Furrier and my co-host.
Gemma Allen
>> Welcome back to theCUBE Studio here at the New York Stock Exchange. I'm Gemma Allen with NYSE Wired: Mixture of Experts. And join me now all the way from Madrid is Domingo Ramos, CFO of Wynie Holdings. Welcome, Domingo.
Gemma Allen
>> Thank you. Thank you. I'm really happy to be here and thank you for your time for this opportunity.
Gemma Allen
>> Absolutely. Well, you're here because you guys have a plan here in the US and we're going to get into that. But first, talk me through what it is exactly that Wynie Holdings is and does.
Gemma Allen
>> So, Wynie Holdings, it's a company with a headquarter located in Geneva in Switzerland. The company was funded more than 20 years ago. We have companies located in Spain, Italy, Poland, Portugal. And well, after those 20 years, the owner that made the decision to start an IPO procedure. I joined the company at that moment. I built a holding in Geneva and we bet for the US market, of course. That's quite important for us.
Gemma Allen
>> And you are in the kind of beauty cosmetic space, correct?
Gemma Allen
>> Yeah.
Gemma Allen
>> It's a holding company, but it's focused on beauty products?>> Yeah. And our core business are cosmetics for women, but we also own four additional brands related with different categories. Okay.
Gemma Allen
>> Okay.>> But our core business, yes, cosmetics for women with meeting all the requirements in terms of quality, big on products, but friendly, that kind of things.
Gemma Allen
>> Okay. Wow. I mean, very busy market. And female beauty, a lot to say there. I know a lot. I spent a lot of money on that myself, but->> Good for us.
Gemma Allen
>> But you joined this company three years ago because the CEO of this company had made the decision to take this company public and the plan is to take this company public here in the US, right? What's your background though? What made you the man for that job?>> Well, I own more than 20 years of experience as CFO in different companies. I spent 12 years working for Mars personally as a company. One of the best companies you can find, a great school for all the people that start working. Then I move to LBMage Group, French company, totally different industry. Mars is more related with the statutory, that kind of things. In the case we told, we are talking about retail, fashion retail, luxury retail. After six years with LBMage, I joined it again a USA company in that case, Stuart Baesman, that was acquired by Tapestry.
Gemma Allen
>> Oh, wow.>> And well, after more than seven years with Tapestry, I joined it. One of the shareholders is my friend and I was located here in New York when I was working for Tapestry. And he say, "Domingo, we have this project in mind. The company is located in Spain. We need someone with experience working for USA companies that will help us and also familiar with this market with the NY." And well, I couldn't say no.
Gemma Allen
>> So a career also kind of grounded in consumer goods, right?>> Yeah.
Gemma Allen
>> In FMCG style or consumer products, luxury end and mid-end.>> Yeah.
Gemma Allen
>> Those are tough markets. Those are tough margin, highly competitive markets. Talk about the decision to take Wynie Holdings public and I guess give me the pitch. If you were talking to an analyst here in New York today, what would you say?>> So well, the decision, in all the companies at the moment in their life, they must make the decision that we need to fly. We need to push the company. We need to take the company to another different level. And I think an IPO procedure is good, of course, to get funds.
Gemma Allen
>> Yeah. We all need the money.>> Yeah. Money is money. Money is money.
Gemma Allen
>> For sure.>> But it's also important to... In our case, it was also a marketing decision. For us, it's quite important to be part of this market because it's also good for us thinking on our competitors. It's not an easy procedure. I know in Europe, for example, there are another markets like London market, like EuroNext, but I think this is the best one, not just in terms of evaluation of the company. It's not also in terms, as I was saying, in terms of marketing. It's not an easy market to join in. Not at all. And more coming from Europe, the compliance there is totally different to the requirements that we need to meet here. But I think this is the right place for us. It's true that our products we are not... I mean, the USA at this moment is not our market, but our idea, once we finish this, this procedure is to join this market and to land here with our products.
Gemma Allen
>> So let's stay on the money for a second because that's all about the money. I mean, we're at this center of global capital markets here at the New York Stock Exchange, right? The most iconic building, possibly in the world when it comes to the flow of money. What is the key thinking around raising money, raising another round versus taking company public, raising around in Europe, versus raising around in the US, versus taking company public. What kind of drives those decisions? What are the nuances within each of those?>> So good question. I think it's here in the USA, I think there is an ecosystem. I mean, not just the big... We are not a big company. We are quite a small company and in Europe, it's not easy being a small company to start this kind of procedure to go to public company. Here in the USA, you can see every day there are small companies starting this kind of procedure. The offer is quite huge. It's quite important. I think it's more difficult in terms of requirements, in terms of compliance, that kind of legal questions, that kind of thing. But it's also true that, for example, here if I try to look for an underwriter in Europe in Spain, I can tell you that there are not too many able to join Wynie, to collaborate with Wynie. Here, when I opened and I started the procedure, I received 20 calls from different underwriters able to join and to help Wynie. So that's also quite important.
Gemma Allen
>> Everything happens at scale here, right? For sure.>> Yeah.
Gemma Allen
>> So in terms of Wynie's product, its supply chain, right now it's very much anchored in Europe. Do you plan or is there a roadmap to bring this product to the US?>> Of course.
Gemma Allen
>> And what's that process like? Talk me through that.>> I think the key question here is if you want to make business with cosmetics, you need some specific license to do it, you need to meet some requirements in terms of quality. And that's the quick question hearing that you say as it's so difficult to get the license that it requires time, but we're starting also the procedure two years ago, but it requires a lot of time. Your government is quite tough with that panel.
Gemma Allen
>> Yeah, absolutely. And when it comes to cosmetics too, there's all sorts of even FDA requirements, right? In terms of products and-
Gemma Allen
>> You must be quite careful. It's not the same making business with a handbag that with cosmetics because at the end you put the hand on your arms, but with cosmetics-
Gemma Allen
>> It's chemicals.>> Yes.
Gemma Allen
>> Yeah, for sure. So you're here, you're having some conversations this week, you're hoping that this... You joined for years ago to make this happen. You're hoping that this summer is the moment.>> I think so.
Gemma Allen
>> What sort of timeline are you looking at here and what sort of roadshow are you on? Are you here and meeting different analysts, talking to different folks to kind of tee this up? What does this look like for you?
Gemma Allen
>> So our deadlines, I mean, we have finished F1. It's supposed F1 must be submitted this week. Let's cross our fingers. Let's wait for secondments and then let's start with the rock and roll with different roles, et cetera, et cetera. But considering a normal period of three months, we could say that end of September, Wynie go public.
Gemma Allen
>> Oh, wow. Okay. Well, certainly we'll be waiting and watching to see how it happens.>> Yeah, no worries.
Gemma Allen
>> And I look forward as well to maybe one day testing some of your products.
Gemma Allen
>> Of course. Of course.
Gemma Allen
>> Domingo Ramos, thank you so much for joining us on the queue.
Gemma Allen
>> Thank you for your time. Thank you for your time.
Gemma Allen
>> I'm Gemma Allen here at theCUBE Studio at the New York Stock Exchange. This is NYSE Wired: Mixture of Experts. Thanks for watching.
>> Palo Alto Studio Connections, Silicon Valley and Wall Street. I'm John Furrier and my co-host.
Gemma Allen
>> Welcome back to theCUBE Studio here at the New York Stock Exchange. I'm Gemma Allen with NYSE Wired: Mixture of Experts. And join me now all the way from Madrid is Domingo Ramos, CFO of Wynie Holdings. Welcome, Domingo.
Gemma Allen
>> Thank you. Thank you. I'm really happy to be here and thank you for your time for this opportunity.
Gemma Allen
>> Absolutely. Well, you're here because you guys have a plan here in the US and we're going to get into that. But first, talk me through what it is exactly that Wynie Holdings is and does.
Gemma Allen
>> So, Wynie Holdings, it's a company with a headquarter located in Geneva in Switzerland. The company was funded more than 20 years ago. We have companies located in Spain, Italy, Poland, Portugal. And well, after those 20 years, the owner that made the decision to start an IPO procedure. I joined the company at that moment. I built a holding in Geneva and we bet for the US market, of course. That's quite important for us.
Gemma Allen
>> And you are in the kind of beauty cosmetic space, correct?
Gemma Allen
>> Yeah.
Gemma Allen
>> It's a holding company, but it's focused on beauty products?>> Yeah. And our core business are cosmetics for women, but we also own four additional brands related with different categories. Okay.
Gemma Allen
>> Okay.>> But our core business, yes, cosmetics for women with meeting all the requirements in terms of quality, big on products, but friendly, that kind of things.
Gemma Allen
>> Okay. Wow. I mean, very busy market. And female beauty, a lot to say there. I know a lot. I spent a lot of money on that myself, but->> Good for us.
Gemma Allen
>> But you joined this company three years ago because the CEO of this company had made the decision to take this company public and the plan is to take this company public here in the US, right? What's your background though? What made you the man for that job?>> Well, I own more than 20 years of experience as CFO in different companies. I spent 12 years working for Mars personally as a company. One of the best companies you can find, a great school for all the people that start working. Then I move to LBMage Group, French company, totally different industry. Mars is more related with the statutory, that kind of things. In the case we told, we are talking about retail, fashion retail, luxury retail. After six years with LBMage, I joined it again a USA company in that case, Stuart Baesman, that was acquired by Tapestry.
Gemma Allen
>> Oh, wow.>> And well, after more than seven years with Tapestry, I joined it. One of the shareholders is my friend and I was located here in New York when I was working for Tapestry. And he say, "Domingo, we have this project in mind. The company is located in Spain. We need someone with experience working for USA companies that will help us and also familiar with this market with the NY." And well, I couldn't say no.
Gemma Allen
>> So a career also kind of grounded in consumer goods, right?>> Yeah.
Gemma Allen
>> In FMCG style or consumer products, luxury end and mid-end.>> Yeah.
Gemma Allen
>> Those are tough markets. Those are tough margin, highly competitive markets. Talk about the decision to take Wynie Holdings public and I guess give me the pitch. If you were talking to an analyst here in New York today, what would you say?>> So well, the decision, in all the companies at the moment in their life, they must make the decision that we need to fly. We need to push the company. We need to take the company to another different level. And I think an IPO procedure is good, of course, to get funds.
Gemma Allen
>> Yeah. We all need the money.>> Yeah. Money is money. Money is money.
Gemma Allen
>> For sure.>> But it's also important to... In our case, it was also a marketing decision. For us, it's quite important to be part of this market because it's also good for us thinking on our competitors. It's not an easy procedure. I know in Europe, for example, there are another markets like London market, like EuroNext, but I think this is the best one, not just in terms of evaluation of the company. It's not also in terms, as I was saying, in terms of marketing. It's not an easy market to join in. Not at all. And more coming from Europe, the compliance there is totally different to the requirements that we need to meet here. But I think this is the right place for us. It's true that our products we are not... I mean, the USA at this moment is not our market, but our idea, once we finish this, this procedure is to join this market and to land here with our products.
Gemma Allen
>> So let's stay on the money for a second because that's all about the money. I mean, we're at this center of global capital markets here at the New York Stock Exchange, right? The most iconic building, possibly in the world when it comes to the flow of money. What is the key thinking around raising money, raising another round versus taking company public, raising around in Europe, versus raising around in the US, versus taking company public. What kind of drives those decisions? What are the nuances within each of those?>> So good question. I think it's here in the USA, I think there is an ecosystem. I mean, not just the big... We are not a big company. We are quite a small company and in Europe, it's not easy being a small company to start this kind of procedure to go to public company. Here in the USA, you can see every day there are small companies starting this kind of procedure. The offer is quite huge. It's quite important. I think it's more difficult in terms of requirements, in terms of compliance, that kind of legal questions, that kind of thing. But it's also true that, for example, here if I try to look for an underwriter in Europe in Spain, I can tell you that there are not too many able to join Wynie, to collaborate with Wynie. Here, when I opened and I started the procedure, I received 20 calls from different underwriters able to join and to help Wynie. So that's also quite important.
Gemma Allen
>> Everything happens at scale here, right? For sure.>> Yeah.
Gemma Allen
>> So in terms of Wynie's product, its supply chain, right now it's very much anchored in Europe. Do you plan or is there a roadmap to bring this product to the US?>> Of course.
Gemma Allen
>> And what's that process like? Talk me through that.>> I think the key question here is if you want to make business with cosmetics, you need some specific license to do it, you need to meet some requirements in terms of quality. And that's the quick question hearing that you say as it's so difficult to get the license that it requires time, but we're starting also the procedure two years ago, but it requires a lot of time. Your government is quite tough with that panel.
Gemma Allen
>> Yeah, absolutely. And when it comes to cosmetics too, there's all sorts of even FDA requirements, right? In terms of products and-
Gemma Allen
>> You must be quite careful. It's not the same making business with a handbag that with cosmetics because at the end you put the hand on your arms, but with cosmetics-
Gemma Allen
>> It's chemicals.>> Yes.
Gemma Allen
>> Yeah, for sure. So you're here, you're having some conversations this week, you're hoping that this... You joined for years ago to make this happen. You're hoping that this summer is the moment.>> I think so.
Gemma Allen
>> What sort of timeline are you looking at here and what sort of roadshow are you on? Are you here and meeting different analysts, talking to different folks to kind of tee this up? What does this look like for you?
Gemma Allen
>> So our deadlines, I mean, we have finished F1. It's supposed F1 must be submitted this week. Let's cross our fingers. Let's wait for secondments and then let's start with the rock and roll with different roles, et cetera, et cetera. But considering a normal period of three months, we could say that end of September, Wynie go public.
Gemma Allen
>> Oh, wow. Okay. Well, certainly we'll be waiting and watching to see how it happens.>> Yeah, no worries.
Gemma Allen
>> And I look forward as well to maybe one day testing some of your products.
Gemma Allen
>> Of course. Of course.
Gemma Allen
>> Domingo Ramos, thank you so much for joining us on the queue.
Gemma Allen
>> Thank you for your time. Thank you for your time.
Gemma Allen
>> I'm Gemma Allen here at theCUBE Studio at the New York Stock Exchange. This is NYSE Wired: Mixture of Experts. Thanks for watching.
John Furrier
Gemma Allen