The Po-Zu Team

Sven Segal
Founder & CEO

Sven is an award-winning entrepreneur and a sustainable shoe designer who founded Po-Zu in 2006. After a decade of designing shoes for mainstream brands, an overdose of involuntary glue sniffing at shoe factories he visited, has changed the chemistry in his brain irreversibly.

Thankfully, rather than killing off his brain cells, the effect has been quite the opposite… His passion for eliminating unnecessary harmful substances combined with outer-shoe box thinking led him to create a glueless shoe construction, Edible Shoe Cream and an adaptable Foot-Mattress™, among other sustainable products.

Sven's commitment to promoting ethical and sustainable practices in the shoe industry has led him to launch the Better Shoes Foundation in 2016.




Safia Minney
Managing Director

Safia joined Po-Zu in February 2017 as Managing Director. Safia Minney MBE FRSA is a British social entrepreneur and author. Prior to joining Po-Zu she was the founder and CEO of People Tree, a pioneering sustainable and Fair Trade fashion label with a mission to provide customers with beautiful clothes.

Additionally, she is the author of the book Naked Fashion, The Sustainable Fashion Revolution published by New Internationalist and in 2013 launched the Rag Rage Campaign which helped bring pressure with over a million signatories to clean-up practice in the fashion industry.

Having won multiple awards for both ethics and championing women in business and with over 20 years experience living and working in Japan, Safia brings fantastic experience and a like mind to the Po-Zu team.



Luisa Barradas
Production Manager
Towards the end of the 20th century our founder Sven met Luisa during his early career as a shoe designer whilst working in Portugal for other brands, and ever since they kept a close working relationship, and friendship too.

Conveniently based in Portugal Luisa sees to most of our local development and production needs.

Her sense of style may have come from an earlier stint as a stewardess, and her excellent communication skills most likely from a later career as a newsreader on Porto’s television.

Luisa graduated in Business Management and later set up Quovadis in 1984; a production and sourcing fashion agency in Porto, building an impressive portfolio for some of the most iconic British footwear brands and fashion designers, such as Red Or Dead, Matthew Williamson, and Orla Kiely to name a few.


Richard O’Rourke
Non Executive Director

Richard has over 40 years experience in the Retail and Wholesale business. Having worked 19 years for Harrods in a variety of roles in buying and merchandise management.

In 1990 he joined Timberland establishing their UK subsidiary before being appointed MD for their European business. This included all aspects of the business with full P&L and balance sheet responsibilities.

From 2001 Timberlands Global Distributor business was added and in the following 10 years the total turnover grew significantly to $700m, at which point their Asia business came under Richards accountability.

Since retiring at the end of 2013 Richard has worked as an independent advisor in the European retail/wholesale sector.



aladin aladin

Emeritus Professor aladin aladin is strategic counsel to Po-Zu. He is an academic, strategy consultant and interdisciplinary artist and has a focus upon research and innovation strategy for global corporations and governments.

Prior to joining the Po-Zu team as an advisor, Professor aladin's unique, interdisciplinary approach has been engaged by institutional clients including EDF, Schlumberger, LVMH, Adidas, Cadbury-Schweppes, DEFRA, Carbon Descent, London Sustainability Exchange.

Professor aladin has visiting academic status at the LSE, Loughborough London, the RCA, Cranfield and Copenhagen Business School and has also taught at Manchester University, City University London and Imperial College London.