Origin of our Brand

“In 1513 Machiavelli wrote his best-known work, Il Principe (The Prince). Dedicated to Lorenzo de' Medici, this little book offers practical advice on how to rule a city like sixteenth-century Florence. Its over-all theme is that the successful prince must exhibit virtù [variously translated as "strength," "skill," or "prowess"] in both favorable and adverse circumstances. This crucial quality of leadership is not the same as the virtuous character described by ethical philosophers, since Machiavelli held that public success and private morality are entirely separate. The question is not what makes a good human being, but what makes a good prince.

Since all governments are either republics or principalities, Machiavelli noted, their people will be accustomed either to managing their own affairs or to accepting the leadership of a prince. (For that reason, the safest princes are those who inherit their rule over people used to the family.) A prudent leader, however, will be able to anticipate problems long before they actually arise, using virtù to forestall what would otherwise be great difficulties. Whatever vitality a former republic may have, then, Machiavelli counselled that it either be destroyed or ruled carefully by a resident prince. (Prince 5)”


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Our principles

We believe that success happens when preparation and perseverance conspire until it can grab an opportunity. Success is not inherited, success does not just happen. It needs to be chased, it needs to be fought for. To succeed, we operate by the following principles:

1. Faith: More than defining who you are, it will define who you will be.

2. Sweat: Yes, life is hard. So do your best and make it happen.

3. Blood: It is not for free. Making dreams come true will require sacrifices.

Our origin

The first investment done by Virtù happened in 2009 in the women’s accessories segment. Our strategy was to grow a strong brand into new markets, and to improve margins by increasing average customer value and conversion. During the tenure of this first investment we achieved an outstanding yearly rate of return of 36%. This early success motivated Virtu to keep on searching for opportunities and finding new ways to do what it does best – business development.

Partners of Virtù are top performing professionals with expertise in diverse industries such as financial markets, consumer product goods, strategy consulting, automotive, home appliances, food and beverage, hospitality, among others. This expertise is the most valuable investment we bring to our projects, and besides ensuring performance it helps to develop new high performing leaders within our invested companies and clients.

We focus on North American companies with worldwide presence or with potential for that. Virtù head office is located in Miami, and we have partners also in New York and Victoria B.C. Canada.