Ilie Pană
Founder – Laboratorul de Șosete, Doctor Detergent, SuperBlană
Ilie Pană is a serial entrepreneur and the founder of the brands Laboratorul de Șosete, Doctor Detergent, and SuperBlană. Over the past few years, he has built D2C businesses in the socks, detergent, and pet food sectors—some with in-house production in Romania—which have generated over €20 million in total sales and reached more than 300,000 Romanian customers.
He built these companies using social media as the primary growth engine, without relying on retailers, distributors, or intermediaries. He believes that any Romanian entrepreneur can build a strong brand directly with their audience if they understand how to combine the right product with an authentic story on TikTok, Instagram, and Facebook.
At FOMO, he will talk about what truly works in social media commerce and the (costly) lessons learned from building D2C brands from scratch.
