Seroj de Graaf

Co-founder

Design & product

Seroj supports the visionary, technical and creative founders to turn their idea into a brand and product consumers love to use daily.

Most founders tend to build a business by their product idea. Seroj challenges them to develop a singular proposition, business model, and product from a market perspective. By merging the unique qualities of their technical invention with the customer's practical and emotional needs. This creates tremendous customer value while staying ahead of the competition and growing faster.

Following his passion for design, technology, people and business, Seroj has worked on many consumer products. Besides his extensive technical knowledge, this resulted in a large international network of entrepreneurs, creatives, engineers and manufacturers.
His work is featured in international magazines -such as Monocle- exhibited among artist like Andy Warhol, and distributed through selected partners such as Selfridges Group, LVMH Group, Heineken, and KLM Royal Dutch Airlines.
In the early days of Ace & Tate, Seroj developed some of their most iconic frames. Testing shapes and fits many customers, resulting in a fast-growing customer base loving the timeless design and perfect, comfortable fit. Some of his designs have become evergreens. Thousands of pairs are sold, and customers are still coming back for more. Next, Seroj founded an efficient development program for the design team to create new frames with a perfect fit for a large audience in a shorter time. And building a mutual foundation for efficient manufacturing with the suppliers, Seroj managed to cut back development and production time up to 35%.
As design director at LoGoMoGo, he supported the founder by developing their value-opposition and led the design team to design their brand, hardware and app.

Seroj has Dutch, German and Indonesian roots. Together with his wife and son, he enjoys nature, contemporary art, classic motorcycles, cars and boats.

Get In Touch with Seroj

LinkedIn | seroj@ten.investments
+31647189880