The Global Pioneer of Shopping Science
From Diplomat's Son to World's Leading Retail Anthropologist
Shaped by a childhood across multiple continents, Paco Underhill founded Envirosell in 1986 and has since transformed how the world understands consumer behavior.
Photo by Wyatt Kounts
From Global Foundation to Industry Leadership
Three decades of transforming how the world understands consumer behavior
A Global Perspective from the Beginning
Paco founded Envirosell Inc. in 1986 as a testing agency for prototype stores. Today, this consulting firm has worked in 50 countries and with more than one-third of the Fortune 100 list. While prototype testing of stores, restaurants, and bank branches remains 30% of its business, Envirosell's largest clients are global technology companies seeking to understand consumer behavior in-store, in-home, on the job, and online.
Other clients include global mall developers, CPGs, healthcare groups, airports, professional sports clubs, theme parks, home builders, office designers, and online agencies. Paco stepped back as CEO of Envirosell in August 2020 and now serves as strategic advisor.
Bestselling Author and Global Thought Leader
Paco is the author of influential books including Why We Buy: The Science of Shopping, published in 27 languages and 28 editions and used in MBA programs, design schools, and retailing training programs across the world. His books and articles are featured in English as a Second Language (ESL) textbooks published by both Oxford University Press and National Geographic.
His newest book, How We Eat: The Brave New World of Food and Drink, was published by Simon & Schuster in January 2022. Both print and audio versions of How We Eat have been on the Amazon bestseller list. The company that owns rights to Paco's books and receives his speaking income is Peckshee LLC.
Global Speaker and Educator
As a speaker and presenter, Paco has worked in 50 countries, engaging merchants, marketers, bankers, technologists, hospital groups, government agencies, cultural institutions, non-profits, trade institutions, and most importantly, students. As the son of a diplomat who grew up around the world, Paco brings a unique global perspective to his work. He believes in "Edutainment" – the philosophy that laughter and education are intertwined, making complex insights accessible and memorable.
Global Speaking Experience Across 50+ Countries
For over a decade, Paco has delivered speeches and presentations across the U.S. and in 50+ countries at conferences, universities, and Fortune 500 corporations. Many of his presentations are based on his business experience and books, including his signature presentation, The Science of Shopping.
South Africa
Israel
Kolkata, India
Indonesia
Philippines
Japan
Sofia, Bulgaria
Baden, Austria
Amsterdam, Netherlands
London, UK
Dublin, Ireland
New York, NY
Washington, D.C.
Chicago, IL
Neenah, WI
Whistler, BC, Canada
Mexico City, Mexico
Orlando, FL
Caracas, Venezuela
Brazil
Santiago, Chile
Buenos Aires, Argentina
⦿ Speaking Engagements
Paco has delivered presentations across six continents.
North America
Extensive speaking experience across the United States and Canada at major industry conferences, Fortune 500 corporations, and prestigious venues. Select highlights include:
- Fashion Footwear, Chicago, IL
- IIR: Private Brand Movement, Orlando, FL
- Kimberly-Clark – Hard Lessons, Neenah, WI
- The Advisory Board Company, Washington D.C.
- James Beard Foundation Conference, New York, NY
- ROI at the Harvard Club, New York, NY
- Vision Expo East, New York, NY
- Smart Jewelry Show, Chicago, IL
- ICSC (International Council of Shopping Centers), Whistler, BC, Canada
Europe & UK
Comprehensive speaking experience across European markets, from major retail conferences to shopping center industry events across multiple countries. Notable engagements include:
- Amsterdam Marketing Forum/TCC Global, Amsterdam, Netherlands
- Austrian Council of Shopping Centers, Baden, Austria
- ICSC European Conference
- Mall Rousse: Sofia, Bulgaria
- The Future of Shopping, London, UK
- Retail Excellence, Dublin, Ireland
Latin America
Significant speaking engagements across Latin American markets, addressing diverse retail environments from supermarket associations to major corporate events. Key presentations include:
- Altag Retail Expo Conference, Caracas, Venezuela
- C&A Brazil
- Chilean Supermarket Association, Santiago, Chile
- World Marketing: Buenos Aires, Argentina
- HSM, Mexico City
- ICSC RECON Latin America Convention
Asia, Middle East & Africa
Strategic speaking engagements across emerging and established markets, from luxury retail venues in India to major supermarket chains in South Africa. Representative examples include:
- Brand Conclave at The Oberoi Grand, Kolkata, India
- Indonesia Tour
- Bank Leumi, Israel
- Multiple locations for PENNA in the Philippines
- Hakuhodo Advertising, Japan
- Pick n Pay, South African supermarket chain
- Old Mutual Property, Africa's largest operator of shopping malls
- Builders Warehouse, Sun City, South Africa
Speaking Focus
Paco’s presentations combine business experience with insights from his bestselling books, delivering “Edutainment” that makes complex consumer behavior insights both accessible and memorable for diverse international audiences. The examples above represent a selection of his extensive global speaking portfolio spanning 50+ countries worldwide.
Featured Retail Insight
Watch Paco Underhill share practical insights about supermarket shopping strategies and retail psychology in action.
Smarter Supermarket Shopping with Paco Underhill - AARP Washington State
Retail guru Paco Underhill talks about smart shopping at the grocery store. Do you know why stores are laid out the way they are? It’s not by accident! Paco wrote the book on influencing shoppers to buy and he reveals the secrets here.
Academic Leadership & Global Conference Speaking
Paco's expertise extends across education and industry, shaping retail leaders through keynotes at world-renowned institutions and leading international conferences across multiple continents.
North American Universities
- Harvard Graduate School of Urban Studies, Cambridge, MA
- Yale University, New Haven, CT
- Columbia University, New York, NY
- New York University, New York, NY
- University of Chicago, Chicago, IL
- Northwestern University, Evanston, IL
- Georgetown University Law School, Washington DC
- University of Washington, Seattle, WA
- Walton School of Business – University of Arkansas, Fayetteville, AR
- Yeshiva University, New York, NY
- Rutgers University, New Brunswick, NJ
- Fashion Institute of Technology, NY
- DeSales University, Center Valley, PA
- Kutztown State University, Kutztown, PA
- Deloitte University, Texas
- Florida State University, Tallahassee, FL
International Universities
- Tokyo University, Bunkyo, Tokyo, Japan
- LVMH School of Business, Paris, France
- IMD Lausanne, Lausanne, Switzerland
- University of Maastricht, Maastricht, Netherlands
- IESE Business School, New York, Barcelona, and Madrid
- University of the Arts London, London, UK
- University of Milan, Milan, Italy
- University of Pernambuco, Recife, Brazil
Major Industry Conferences & Tradeshows
Retail & Consumer
- NRF Big Show
- NRF 100th Annual Convention & EXPO: Keynote address
- NRF 101st Annual Convention & EXPO
- NASF: Super Retailer Keynote
- National Retail Federation
- Retail Council of Canada
- Independent Natural Foods Retailers Association
- Independent Garden Centers
- AGCO Retail Experience
International & Specialized
- Chile Supermarket Association
- Turkish Shopping Centers Presentation
- Westfield World Retail Study Tour 2010
- ICSC with Cushman & Wakefield
- Consumer Electronics Association
- WWD Beauty CEO Summit 2010
- National Stationery Show
- National Shooting Sport Foundation
Technology & Business
- IBM Smarter Industries Symposium
- Symantec Worldwide Sales & Marketing Conference 2010
- Rich Relevance Road Show
- Advertising Research Foundation
- Maritz Communications Conference
- Entrepreneurs' Organization Calgary
- Commercial Association of REALTORS® Wisconsin
- Plumb Club
Global Educational Impact
Paco’s international academic presence spans four continents, from prestigious Ivy League institutions to leading European business schools and Asian universities. His books and articles are used in English as a Second Language (ESL) textbooks published by both Oxford University Press and National Geographic. His work is integrated into MBA programs, design schools, and retailing training programs across the world, making complex consumer behavior concepts accessible to diverse global audiences through his signature “Edutainment” approach.
Current Focus & Strategic Vision
From CEO to Strategic Advisor: Expanding global influence through board leadership, thought leadership, and strategic consulting
Having stepped back as CEO of Envirosell in August 2020, Paco now focuses on strategic advisory work through Peckshee LLC, where he continues consulting for merchants, marketers, and trade associations while expanding his global influence as a board member, author, and thought leader.
Active Leadership Roles
Owner, Peckshee LLC (2014-Present): Consulting work for merchants, marketers and trade associations across 50 countries
Strategic Advisor, Envirosell (2020-Present): Guiding the company he founded and led for 34 years
Board Member Experience: Served on boards including Hakuhodo (Japan’s largest ad agency, 2003-2013) and General Shopping Brasil S/A (2013-2016)
Columnist & Commentator: Regular contributor to The Robin Report and publications worldwide
50+
COUNTRIES
39+
YEARS EXPERIENCE
27+
LANGUAGES PUBLISHED
Strategic Priorities & Opportunities
Board Advisory Expansion: Actively seeking board positions with retail, fashion, restaurant, advertising, and shopping mall companies, particularly in the USA
Global Academic Influence: Expanding guest lecturer opportunities at universities worldwide, building on books published in 25+ languages and used in MBA programs globally
Thought Leadership Platform: Strengthening digital presence and LinkedIn connections to amplify influence in retail and consumer behavior insights
International Consulting: Leveraging 50-country experience to help Fortune 50 businesses understand global vs. local consumer behaviors
Media & Publishing: Expanding column writing and commentary work beyond current publications like NY Times and Robin Report
PostPan Initiatives: Podcasting, commentary, and advisory work in the post-pandemic retail landscape
Unique Value Proposition
Paco’s international academic presence spans four continents, from prestigious Ivy League institutions to leading European business schools and Asian universities. His books and articles are used in English as a Second Language (ESL) textbooks published by both Oxford University Press and National Geographic. His work is integrated into MBA programs, design schools, and retailing training programs across the world, making complex consumer behavior concepts accessible to diverse global audiences through his signature “Edutainment” approach.