Growth Partner
Hanedi Elleuch
Hanedi Elleuch is an entrepreneur and strategic growth leader working at the intersection of brand, business, design and hospitality.
As part of O Conscious, Hanedi brings an international perspective shaped by her experience across luxury hospitality, premium brands and cross-border business development. Her role is to help translate O’s strong product foundation into a distinctive, internationally relevant brand — one capable of growing without compromising its values, craftsmanship or identity.
Through her work with Founders’UP, Hanedi has built and advised brands, hospitality projects and businesses across international markets, connecting strategy, positioning, design, partnerships and commercial development.
At O, this experience comes together around a simple belief:
True luxury is not only about what something looks or feels like. It is about what it stands for — how it is made, where it comes from, who it impacts, and how long its value lasts.
Hanedi is particularly focused on building the ecosystem around O: from brand strategy and storytelling to international partnerships, hospitality positioning and market development.
Her ambition is not simply to make O a premium textile brand, but to help build a new reference for conscious luxury in hospitality — where exceptional quality, thoughtful design and responsibility can coexist without compromise.
Under her direction, Founders’UP has developed a reputation for building and scaling design-led brands into globally positioned leaders, combining strategic clarity with creative excellence. Hanedi believes in the transformative power of strong brand systems—and in creating ecosystems that inspire growth, connection, and long-term value.