Our Brands
ABO is a global brand-building group, creating and scaling modern consumer brands that stand apart. Home to original brands, with a portfolio expanded through the strategic acquisition of complementary labels.
Sem Michels cut his teeth in performance marketing and direct-to-consumer ecommerce, building and scaling brands online before turning that discipline into a long-term strategy for building companies that last. He brings a rare triangle of expertise: sharp acquisition, operational precision, and genuine product intuition.
The thesis is simple: start lean, earn the right to scale, and build brands that outlast the trends that launched them. Performance drives acquisition, operations create the foundation for scale, and brand is what makes it last.
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