Home WHO WE ARE Our Values

Our 10 Principles

The driving force behind our culture is our 10 Principles.
Each is built on ownership, informality, candor, transparency and meritocracy.
We set ourselves stretch targets and are never completely satisfied with our results.


Our shared Dream energizes everyone to work in the same direction: 


  • 02
    Our greatest strength is our people. Great people grow at the pace of their talent and are rewarded accordingly.
  • 03
    We recruit, develop, and retain people who can be better than ourselves. We will be judged by the quality of our teams.


  • 04
    We are never completely satisfied with our results, which are the fuel of our company. Focus and zero-complacency guarantee lasting competitive advantage.
  • 05
    The consumer is the boss. We serve our consumers by offering brand experiences that play a meaningful role in their lives, and always in a responsible way.
  • 06
    We are a company of owners. Owners take results personally.
  • 07
    We believe common sense and simplicity are usually better guidelines than unnecessary sophistication and complexity.
  • 08
    We manage our costs tightly, to free up resources that will support sustainable and profitable top-line growth.
  • 09
    Leadership by personal example is at the core of our culture. We do what we say.
  • 10
    We never take shortcuts. Integrity, hard work, quality, and responsibility are key to building our company.