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The son of one of the founders of the Guararapes Group, Flavio Rocha is the chief executive officer of Riachuelo, a rapidly expanding retailer in Brazil tapping the growing affordable segment of the market. Rocha was also the CEO of the Guararapes Group for 10 years, which manages the Riachuelo Stores Network, Guararapes Confections, Midway Financial, Carrier Casa Verde and Shopping Midway Mall.

Rocha dropped out of college to start working at the Guararapes Group. He has also founded and chaired the Retail Development Institute, for which he is currently a director. He has been elected Best Retail CEO by Forbes Brasil, Entrepreneur of the Year by Dinheiro magazine and one of the 100 Most Influential in the Country by both Forbes and Época. In 2018, Rocha was also voted best CEO of the year award by Consumidor Moderno magazine.

The businessman has also had a high-profile political career in Brazil. He is married with four children.