Edson Seles is an entrepreneur, founder and business operator. His authority comes from practice: decades running companies in manufacturing, distribution, importing, trading, sales, management and governance. Today, besides running his own companies, he works as a business advisor and advisory board member to entrepreneurs, partners and leaders.
Journey
Edson Seles's story starts at the bottom: he began his working life as an office boy. He built his career through administrative operations, international logistics, business systems, sales, management, manufacturing and the steel trade — until he became a business owner.
He was co-founder and partner of Catarinaço, a steel roofing manufacturer. He took part in building and expanding the company and later sold his stake. That experience as an industrial operator is the foundation of what he does today.
He is currently founder and CEO of Vaio Comercial, focused on steel importing and distribution, and founder of Exo Comercial, which operates in the market under the brand Exo Steel, focused on international trading, foreign trade and steel specialties. He also runs CAED Trading, an international operation based in Dubai.
He is the founder of the Iron Club, a community and ecosystem of entrepreneurs dedicated to business development, the decision room and the exchange of experience among business owners.
Current companies
Vaio Comercial (steel importing and distribution), Exo Comercial / Exo Steel (trading, foreign trade and steel specialties), CAED Trading (Dubai) and Iron Club. Get to know each on the Companies page.
How he works today
Beyond running his own companies, Edson works as a business advisor and advisory board member to entrepreneurs, partners and leaders. The industrial roots and the steel trade are the operational proof; his work, however, reaches operating companies of different profiles. The focus is practical: improve margin, organize cash, reduce dependence on the owner, professionalize management and put governance in place — always from someone who has actually run the factory floor and the import desk, not just theory.
The J.A.R.V.I.S. System
A proprietary six-pillar framework to diagnose, organize and develop business operations, connecting mindset, management, revenue, market, operations and delivery. It was born from Edson's hands-on experience in companies and industrial operations. The J.A.R.V.I.S. System connects six pillars — mindset, management, revenue, market, operations and delivery — to diagnose, organize and develop a company's operation.
Frequently asked questions
Who is Edson Seles?
Edson Seles is an entrepreneur, founder and business operator in steel, importing, distribution and trading. He founded Vaio Comercial and Exo Comercial (Exo Steel brand), runs CAED Trading in Dubai, and created the Iron Club. He works as a business advisor and advisory board member to entrepreneurs, partners and leaders.
Which companies did Edson Seles found?
Edson is founder and CEO of Vaio Comercial, founder of Exo Comercial (Exo Steel brand) and founder of the Iron Club. He also runs CAED Trading in Dubai. Get to know them all on the Companies page.
What does he do as an advisor and board member?
He supports entrepreneurs, partners and leaders on margin, cash, management and governance. Understand the differences on Advisory & Board.